Jamaica Tourism Board (JTB) has appointed Usain Bolt as Tourism Ambassador
Usain Bolt, Sprinter and eight-time Olympic gold-medalist, has been appointed as Ambassador of Jamaica Tourism Board (JTB).
In a press statement, the tourism board says that the announcement was made by Director of Tourism Donovan White during a special event at the historic Devon House in Kingston last week, celebrating the 70th anniversary of foundation of JTB.
The statement adds that Bolt’s appointment comes as the JTB prepares to launch a major global marketing campaign in August 2025, with the athlete set to be the face of the initiative. The campaign aims to highlight Jamaica’s rich culture, vibrant energy and renowned hospitality, leveraging Bolt’s worldwide appeal to attract international travellers.
Donovan White
JTB says that the initiative will span digital, broadcast and experiential platforms, underscoring Jamaica’s status as a premier Caribbean destination for both leisure and adventure.
“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,” says White.
Edmund Bartlett
“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 are excited to channel that power toward building our nation’s future,” says Edmund Bartlett, Tourism Minister, Jamaica.
The statement adds that Bolt’s first official engagement as Global Tourism Ambassador will take place in New York this week, where he will headline events commemorating the 70th anniversary of JTB.
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