Bolt powers new tourism campaign

Sprint legend and national icon Usain Bolt is once again putting Jamaica in the global spotlight, this time as the face of a bold new advertising campaign launched by the Jamaica Tourist Board.

The campaign, which officially kicked off on Independence Day, debuted with a vibrant 30-second video that is now being streamed across multiple digital platforms.

The ad takes viewers on an emotional journey as Bolt reminisces about his roots -- from his childhood in the hills of Trelawny to his rise as a global phenomenon. He uses his story to spotlight the island's dynamic spirit and cultural richness, inviting the world to explore the Jamaica that shaped him.

"This is our Jamaica," declares Bolt in the video. "Where you can run in the sand or compete on the track. Where you can cool off in the mountains, or you can move them. That's the spirit of Jamaica - we are a small island, but we do big things here."

More than a traditional tourism promo, the campaign positions Jamaica as an emotion -- a pulse of adventure, creativity, and connection that goes beyond the postcard-perfect beaches.

"Usain Bolt has long been an icon of Jamaican pride and excellence," said Tourism Minister Edmund Bartlett.

"This campaign brings his personal story and national pride into focus and shares that magic with the world."

As Jamaica's newly appointed global tourism ambassador, Bolt will play a central role in the campaign's global roll-out, which includes powerful digital storytelling, social media engagement, and appearances at international events. The overall goal is to deepen emotional ties between Jamaica and travellers by highlighting the island's soul -- its people, its music, its food, and its breathtaking beauty.

"This new campaign captures the essence of Brand Jamaica," said Director of Tourism Donovan White.

"Jamaica is bold, authentic, and full of heart. Usain's unmatched global appeal and deep love for Jamaica make him the perfect voice to carry our message to the world," he said.