Bolt fronts global campaign to market Jamaica to the world
Published:Friday | August 8, 2025 | 12:09 AM
Usain Bolt is once again carrying the island’s flag – this time, beyond the finish line and in a new global campaign by the Jamaica Tourist Board that sees the recently appointed global tourism ambassador in a starring role.
In celebration of Jamaica’s Independence Day, the campaign debuted on Wednesday with a 30-second video spot that is now airing across digital platforms.
In the spot, the world-renowned sprinter reflects on how his upbringing in Jamaica – from the hills of Trelawny to global stardom – has shaped every step of his journey. He highlights the country’s energy, resilience, and rhythm, inviting travellers to experience the island through its people, culture, and landscapes.
“This is our Jamaica,” says Bolt in the ad. “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.”
The video celebrates Jamaica as more than just a travel destination, positioning it as a feeling – a place where visitors can find adventure, inspiration, and connection.
“Usain Bolt has long been an icon of Jamaican pride and excellence,” said Minister of Tourism Edmund Bartlett. “This campaign brings his personal story and national pride into focus and shares that magic with the world. On our 63rd Independence Day, we’re proud to showcase to the world what makes Jamaica truly unforgettable.”
Bolt will continue to represent Jamaica on the world stage as part of a broader campaign strategy that includes digital storytelling, social media activations, and appearances at key global events. The campaign is designed to deepen the emotional connection between Jamaica and travellers while reinforcing the island’s appeal through its culture, music, cuisine, and natural beauty.
“This new campaign captures the essence of Brand Jamaica,” said Director of Tourism Donovan White.
The new ad spot is rolling out across major international markets and digital channels this week.