The Jamaica Tourist Board's Angella Bennett, Regional Director, Canada and Donovan White, Director of Tourism

Jamaica rebrands as the “Heartbeat of the World’

KINGSTON — The Jamaica Tourist Board (JTB) has unveiled new brand positioning that speaks directly to the destination’s cultural impact on the world.

Following extensive research by Jamaica’s creative agency, Beautiful Destinations, ‘JAMAICA, Heartbeat of the World’, includes an international marketing strategy complete with a new TV advertisement launching internationally next week. Encompassing Jamaica’s music, cuisine, sports, adventure, nature and wellness, the campaign puts Jamaica at the centre of global culture, as “the beat that makes the world move.”


“We are excited to launch ‘Heartbeat of the World,’ which reinforces our position as a global leader among travel destinations and establishes Jamaica as the single destination every traveller must experience,” said Donovan White, Jamaica’s Director of Tourism, who spoke at Caribbean Marketplace 2020, taking place in the Bahamas Jan. 21-23. “On the map, Jamaica may seem like a small dot in the Caribbean Sea. But her influence on the world culture is the size of a continent. We are a cultural giant and we continue to have an indelible impact on the world’s food, music, sport, and literature while offering larger-than-life bucket list experiences with extraordinary, talented people.”


Jamaica’s visibility on the international stage will be heightened this year as the new James Bond movie, ‘No Time to Die’, which was filmed in Jamaica, James Bond’s birthplace, is set to be released on April 8. Jamaica will also have athletes competing in the 2020 Summer Olympics in Tokyo in three sports – track, gymnastics, and swimming.