When most travellers picture Jamaica, they often see white sandy beaches, all-inclusive resorts, reggae rhythms, and iconic Blue Mountain coffee. But the island wants the world to know there's far more waiting beyond the shoreline. With a warm smile and a deeper invitation, Jamaica is opening the doors of its kitchens, craft workshops, and villages to travellers who want more than a beach holiday.
The Jamaica Tourist Board (JTB) has officially launched a new campaign called There's Always More to Jamaica. This digital initiative highlights the richness of community-based tourism (CBT) and aims to transform how people explore the island. Running through November 2025, the campaign calls on visitors to experience Jamaica through the lives of its people -- from farmers and artisans to chefs, musicians, and storytellers.
The There's Always More to Jamaica campaign will live on major digital platforms including Google, Facebook, Instagram, and YouTube. The content will be produced in visually engaging formats such as reels, stories, video features, and interactive guides that appeal to modern travellers searching for immersive experiences. The official campaign handle, @DiscoverMoretoJamaica, serves as the hub for social media outreach.
Jamaica has identified its strongest inbound tourism markets for the campaign: the United States, Canada, the United Kingdom, Germany, and France. These are destinations with established visitor flows, but they are also home to audiences increasingly demanding travel that goes beyond typical sightseeing. By focusing on these countries, the JTB hopes to encourage repeat visitors to return for deeper experiences while also appealing to first-timers who want more than just the "sun, sand, and sea" formula.
The campaign will shine a spotlight on excursions that connect travellers with Jamaica's natural ecosystems. From guided hikes in the Blue Mountains to kayaking in mangrove forests and snorkelling in marine sanctuaries, these activities are designed to encourage respect for biodiversity while letting visitors enjoy the island's landscapes.
Visitors will be able to learn about the Maroon communities -- descendants of formerly enslaved Africans who established free societies -- through music, dance, oral storytelling, and historical tours. These experiences provide a deeper understanding of Jamaica's identity and resilience. Historical walking tours of towns, heritage trails, and cultural festivals will also be part of the promotion.
For travellers who enjoy hands-on learning, craft workshops will offer opportunities to meet local artisans and try traditional skills. These include wood carving, basket weaving, pottery, and jewelry making using natural materials. Such workshops not only preserve heritage but also generate income for families in rural areas.
Food is central to Jamaican culture, and the campaign is placing strong emphasis on culinary tourism. Visitors will be encouraged to join farm-to-table tours, cook with local families, learn about spices like pimento and jerk seasoning, and discover the island's rum-making heritage. The goal is to show that Jamaica's kitchens and farms are as much a part of the experience as its beaches.
Community-based tourism (CBT) is being positioned as a cornerstone of Jamaica's tourism future. Unlike conventional models that centralise profits in large resorts, CBT spreads the benefits across communities. Farmers supplying fresh produce, women leading culinary classes, and artisans selling crafts can all benefit directly.
Jamaica's Minister of Tourism Edmund Bartlett has emphasised that the island's story is told not just in its landscapes and hotels but in its people. He has stated that CBT allows travellers to connect with Jamaica's culture while ensuring that farmers, craftspeople, and villages earn alongside larger industry players.
Director of Tourism Donovan White added that the campaign is an introduction to the Jamaica travellers haven't met yet -- the one found in village streets, home kitchens, and local stories. He stressed that the essence of this effort is about creating meaningful human connections while supporting small, grassroots tourism enterprises.
The campaign is being spearheaded by the Jamaica Tourist Board in collaboration with the Jamaica Social Investment Fund (JSIF) through the Rural Economic Development Initiative (REDI II). International support comes from Trove Tourism Development Advisors, who are working to position CBT enterprises on the global stage.
These partnerships ensure that smaller community operators are visible online and able to reach international travellers directly. They also provide training, digital infrastructure, and marketing support so that these businesses can maintain high standards of service and authenticity.
Tourism is Jamaica's economic lifeline, accounting for a large share of GDP, jobs, and foreign exchange earnings. By promoting CBT, the government hopes to diversify revenue sources, ensuring that small farmers, rural families, and artisan cooperatives gain alongside resort operators. This could help reduce economic disparities between urban resort areas and rural communities.
CBT also contributes to safeguarding Jamaica's cultural identity. By integrating music, craft, cuisine, and storytelling into the visitor experience, the campaign incentivises communities to continue practicing and passing down traditions.
Smaller-scale, locally run tourism activities tend to be less environmentally intrusive than large-scale development. By highlighting eco excursions and marine conservation, the campaign supports sustainable practices that protect natural resources while generating income.
Despite its promise, the campaign faces some challenges. Delivering consistent quality across many small operators will require training and ongoing support. There is also the risk of over-tourism in fragile communities if numbers grow too quickly.
Visitor expectations present another challenge: many travellers from Europe and North America demand certain service standards. Balancing authenticity with comfort will be crucial. Finally, ensuring that communities maintain control over their own narratives -- rather than having culture commodified -- will be essential for long-term success.
Travellers today are increasingly seeking authentic, meaningful journeys. Studies show that younger travellers in particular want to engage with local people, learn skills, and contribute positively to the destinations they visit. Jamaica's campaign responds directly to this demand.
It also strengthens the island's resilience: by diversifying experiences, Jamaica becomes less dependent on any single market segment. If global disruptions impact resort-style tourism, CBT can serve as a buffer and recovery tool.
Imagine walking into a rural village where children are playing soccer in the dusty square, a grandmother stirs a pot of spicy stew over a wood fire, and local drummers set a rhythm that makes your feet move before you realise it. That's the Jamaica this campaign is unveiling -- one of warmth, community, and cultural pride.
There's Always More to Jamaica is more than marketing. It is an invitation to see, taste, and feel the island in ways that cannot be found in brochures. For visitors, it's a chance to leave with more than photos; for communities, it's a chance to thrive. And for Jamaica itself, it's a step toward a more sustainable and inclusive tourism future.