The Jamaica Tourist Board (JTB) has appointed world-renowned sprinter and eight-time Olympic gold medallist, Usain Bolt, as Jamaica’s Global Tourism Ambassador. The announcement was made by Director of Tourism Donovan White during a special event celebrating the JTB’s 70th anniversary, held at the iconic Devon House in Kingston on May 22.
Bolt’s new role will be central to a major global marketing initiative that the JTB is preparing to launch in August 2025. The campaign, designed to amplify Jamaica’s appeal to international travellers, will feature Bolt prominently as the face of the destination, showcasing the island’s rich culture, vibrant energy, and warm hospitality.
Recognised worldwide for his charisma and record-breaking achievements, Bolt embodies the spirit of Jamaica and is expected to help further elevate the country’s tourism brand on the global stage. The campaign will span digital, broadcast, and experiential platforms, aimed at strengthening Jamaica’s position as a leading Caribbean destination for leisure and adventure.
Director Donovan White noted that this collaboration marks a significant step in the JTB’s efforts to modernise and expand its outreach. “Usain Bolt is more than a sporting legend – he is a global icon whose roots are deeply embedded in Jamaican culture. His influence and connection to the island make him the ideal ambassador to tell our story to the world,” White said.
Meanwhile, Tourism Minister, Hon. Edmund Bartlett, reflected on Bolt’s longstanding connection with Jamaica’s tourism and his unparalleled global influence.
“Usain Bolt has been Jamaica’s unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality. This appointment formalises what the world already knows, that Usain embodies the spirit, resilience, and excellence that defines Jamaica. His influence extends far beyond the track, and we’re excited to channel that power toward building our nation’s future,” he said.
The Olympian’s first official engagement as Jamaica’s Global Tourism Ambassador is set to take place in New York this week, where he will headline events commemorating the Jamaica Tourist Board’s 70th anniversary.
