Discover The Heart Of Jamaica: New Campaign Promotes Authentic Community Tourism Experiences

Published on September 15, 2025

The Jamaica Tourist Board has kicked disconnected a caller integer run dubbed “There’s Always More to Jamaica,” spotlighting nan fast-expanding community-based tourism activity emerging crossed nan island. Running until November 2025, nan push zeroes successful connected strategical world markets—the US, Canada, nan UK, Germany, and France-and champions a much genuine Jamaican acquisition that extends good beyond nan classical seaside resorts.

The run will rotation retired connected a operation of integer channels— including Google, Facebook, Instagram, and YouTube— sparkling a spotlight connected Jamaica’s lively section culture, deep-rooted heritage, and breathtaking landscapes while showcasing experiences that link guests and neighbourhoods. Promoted via nan grip @DiscoverMoretoJamaica, nan effort invites would-be visitors to observe eco and marine tours, practice journeys, trade workshops, and mouthwatering section dining.

The inaugural squarely puts community-based tourism beforehand and centre. By facilitating meaningful interactions pinch organization members, nan programme offers a model into Jamaican life beyond nan sun lounges. Guided taste strolls, artisan classes, and farm-to-table tasting menus thief guests acquisition nan island’s vibrant mundane stories, while nan ensuing visits promote sustainable recreation that enriches some explorer and host.

Tourism Minister Edmund Bartlett put nan spotlight connected nan quality bosom of nan assemblage erstwhile he remarked that Jamaica’s successes successful tourism pivot connected its group and its neighbourhoods. “The communicative we show nan world is woven by nan hands and voices of our citizens each spot arsenic overmuch arsenic by nan sunsets and nan star-branded resorts,” he said. On that foundation, he reaffirmed support for community-based tourism, which invites visitors into mundane Jamaica, creating fields for cocoa growers, sculptors, and colony markets to flourish broadside by broadside pinch nan island’s sparkling hotels and beaches.

Broaden nan Tourism Prosperity Network

The halfway purpose of nan push is to agelong nan tourism use into each area of nan economy. Through nan Jamaica Tourist Board’s Community Experiences Programme, woody boat-builders, java taster pairers, and coral-reef snares are being paired pinch recreation itineraries. When cruisers driblet by a hillside workplace aliases a coastal sportfishing village, money that erstwhile passed only done airdrome lounges now reaches backmost crossed a wider worth chain. The extremity is simply a kinder information travel of gross that guides a bigger stock of parade spending into people-powered enterprises, lifting incomes for households that were erstwhile connected nan separator of wide tourism’s spotlight.

The run will besides showcase Jamaica’s eco-tourism potential, spotlighting nan island’s vibrant mountains, safeguarded coral reefs, and unsocial works and animal life. Custom-made excursions centred connected wildlife protection, hammock-shaded quality reserves, and vessel trips to sparkling reefs will immerse guests successful Jamaica’s surviving tapestry. Each acquisition champions practices that conserve nan onshore and ocean, ensuring that nan aforesaid breathtaking beauty will shake hands early visitors, too.

Cultural Heritage and Culinary Tourism

Cultural practice journeys will anchor nan campaign, beckoning guests to trace Jamaica’s colourful past connected curated outings to storied landmarks for illustration nan pirate-lined wharves of Port Royal, nan stately Rose Hall Great House, and nan rhythm-packed birthplace of Bob Marley successful Nine Mile. Skilled section historians and musicians will locomotion alongside visitors, weaving tales of assemblage intrigue, hard-won independence, and nan island’s magnetic world influence, offering a vibrant spectrum of Jamaica’s personality from past to present.

Additionally, Jamaica’s culinary tourism programme spotlights nan island’s one-of-a-kind spirit fusion, shaped by African, European, and indigenous Taino traditions. Classic dishes for illustration naughty chicken, ackee and saltfish, and patties return centre stage, complemented by bustling nutrient markets wherever guests tin sensation ultra-fresh section harvests. Interactive cooking classes and guided nutrient tours springiness travellers nan chance to wield a pestle to hole callaloo, play a cleanable naughty marinade, aliases cook a flaky patty, allowing them to transportation a portion of nan culinary practice home.

Strengthening International Tourism Partnerships

This programme is 1 of galore moves from nan Jamaica Tourist Board to deepen ties pinch cardinal world recreation markets. The land is deliberately banking connected community-based tourism, enriching nan destination’s paper pinch authentic experiences for nan mindful, discovery-hungry traveller. As guests astir nan world look for trips that bring them person to mundane life and section culture, Jamaica’s clear committedness to organization input and biology stewardship positions nan state arsenic a glowing illustration of tourism that honours some practice and sustainable growth.

The run intends not conscionable to beforehand recreation to Jamaica, but to amended visitors connected really community-based tourism strengthens some system and culture. By highlighting villages, markets, and artisans alongside majestic beaches, nan dream is to tie responsible travellers eager to walk pinch trade makers, farmers, and mini guest-house owners. Meaningful engagement pinch Jamaica’s divers communities allows visitors to take an authentic replacement to nan much commercialized circuits. These choices output tangible income that fuels improvement and protects heritage.

Conclusion: A New Era for Jamaica’s Tourism Industry

“ There’s Always More to Jamaica ” heralds a caller imagination for nan nation’s tourism strategy, welcoming travellers to observe culture, nature, and organization successful adjacent measurement to sun-drenched resorts. Ongoing integer storytelling—via high-quality societal media and rich | online platforms—will coming nan island’s hidden rivers, handicraft workshops, and delectable home-cooked meals, ensuring each visitant is simply a name, not conscionable a number.

By placing organization astatine nan halfway of each caller connection and emphasising conservation, Jamaica is offering an evolving, diversified exemplary of recreation that uplifts each citizen. When this inaugural launches successful cardinal markets, nan anticipation is that nan land will pull a wider impermanent floor plan and unafraid enduring, equitable prosperity for nan neighbourhoods that invited each stay