Jamaica is embarking on an innovative journey to redefine its tourism appeal, shifting focus from conventional attractions to a more profound engagement with its vibrant local culture and communities. Through a new digital campaign, the island nation is inviting global travelers to delve deeper than the pristine beaches and luxurious resorts, encouraging them to experience the authentic essence of Jamaica through immersive interactions with its people. This initiative highlights the richness of local traditions, from culinary arts to ancient crafts, presenting a side of Jamaica that is both intimate and economically empowering for its residents.

The Jamaica Tourist Board has rolled out a compelling new digital marketing initiative, aptly named \"There's Always More to Jamaica.\" This campaign endeavors to portray the country not merely as a tropical paradise but as a living canvas painted by the lives and artistic expressions of its inhabitants. It encourages prospective visitors to envision themselves participating in everyday Jamaican life: learning to prepare traditional dishes like callaloo with a farmer's family in the scenic hills surrounding Montego Bay, mastering the intricate art of basket weaving from artisans who carry generations of ancestral knowledge, or joining local fishermen for a dawn excursion at sea, culminating in a fresh seafood meal in a charming coastal village.

A core tenet of this campaign is to spotlight community-based tourism, an approach designed to foster meaningful cultural exchanges while simultaneously generating economic benefits that extend beyond the established resort industry. According to Edmund Bartlett, Jamaica's Minister of Tourism, the island's narrative is inextricably linked to its people, just as much as to its stunning landscapes and world-class accommodations. He emphasizes that community-oriented tourism allows visitors to immerse themselves in the local heritage, thereby broadening the economic value chain to ensure that farmers, craftspeople, and various communities share in the prosperity alongside larger tourism partners.

This digital-only campaign, set to run until November 2025, will be extensively featured across prominent platforms such as Google, Facebook, Instagram, and YouTube under the handle @DiscoverMoreToJamaica. It specifically targets key international markets including the United States, Canada, the United Kingdom, Germany, and France. Hosted by Kingston-based content creator Justin Whitelocke, the campaign offers an insider's view into Jamaica's heartland—its villages, kitchens, and cultural hubs. It meticulously highlights a diverse array of experiences, including eco-adventures, heritage tours, practical craft workshops, authentic culinary encounters, and captivating marine excursions, all curated to unveil an unseen Jamaica to its global audience.

Donovan White, Jamaica's Director of Tourism, articulates that the campaign's essence lies in introducing travelers to an uncharted Jamaica—the one that thrives within its local communities, its traditional kitchens, and its rich oral histories. He stresses that the initiative is fundamentally about forging profound connections while bolstering grassroots tourism endeavors, ensuring that the benefits are felt widely across the island's diverse communities. This strategic outreach forms an integral part of Jamaica's broader commitment to diversifying its tourism offerings and guaranteeing that the advantages of this vital industry are distributed across a wider demographic. By elevating local guides, culinary experts, artisans, and farmers to the role of primary storytellers, the campaign vividly underscores Jamaica's dedication to fostering sustainable and inclusive tourism that transcends the typical beachfront vacation.

This pioneering campaign invites explorers to venture beyond the usual tourist circuits, promising an encounter with a Jamaica that is intensely dynamic, deeply personal, and firmly anchored in its community spirit. It's a journey into the heart of the island, where every interaction tells a story and every experience creates a lasting memory of a culture rich in warmth, creativity, and authenticity. This fresh perspective on Jamaican tourism not only enriches the visitor's journey but also strengthens the fabric of local communities, creating a symbiotic relationship that benefits all.