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Jamaica tourist board (jtb), public bodies.

Mission Statement

To always position destination Jamaica as the pre-eminent Caribbean tourist destination that delivers value for the People and Government of Jamaica and the tourism industry stakeholders.

The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica's national tourism agency based in the capital city of Kingston. The JTB is a public company governed by a Board of Directors, appointed by the Minister of Tourism. The Director of Tourism, also appointed by the Minister, is the administrative head of the organization and is responsible for the day-to-day activities of the JTB.

The JTB is responsible for the worldwide tourism marketing and promotion for Jamaica. Its mandate has been to promote Jamaica as a preferred travel destination; identify new and emerging consumer groups; cultivate new relationships with travel partners and disseminate timely and useful marketing information to its offices and travel partners worldwide. The Jamaica Tourist Board is the most preferred point of contact for persons travelling to Jamaica. The organization markets the uniqueness and diversity of destination JAMAICA through creative programmes and advertisements worldwide. Throughout the years, the JTB has been recognized for its exceptional leadership and outstanding service with accolades from industry and trade partners both regionally and internationally.

JTB offices are located in Kingston, Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin (Germany), Barcelona (Spain), Rome (Italy), Amsterdam (The Netherlands) and Tokyo (Japan).

Corporate Data

Board of Directors

Mr. John Lynch - Chairman Mr. John Byles - Deputy Chairman Mrs. Nicola Madden-Greig - Director Mr. Bertram Wright - Director Mr. Adam Stewart - Director Mr. Clifton Reader - Director Mr. Josef Forstmayr - Director Mr. Fred Smith - Director Mr. Philipp Hofer - Director Ms. Hyacinth Lightbourne - Director Mrs. Tanikie McClarthy Allen - Director Mr. Donovan White (ex officio) - Director of Tourism

Visit the JTB at: http://www.visitjamaica.com/

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Jamaica Tourist Board launches Instagram Live series

Post date: Apr 2 2020

Date: Apr 2 2020

By: Travelweek Group

KINGSTON — The Jamaica Tourist Board (JTB) has launched a new Instagram Live series aimed at lifting the spirits of would-be travellers during social distancing.

On April 3, 2020 at 9:00 p.m. ET (8:00 p.m. Jamaica time), the JTB will kick off its ‘Escape to Jamaica’ Instagram Live series with one of the island’s leading disc jockeys, ZJ Sparks, spinning the latest reggae and dancehall hits live from Jamaica.

‘Escape to Jamaica’ will occur weekly on the @VisitJamaica Instagram channel and, in addition to music, it will feature live cooking demos as well as pre-recorded wellness sessions.

The first wellness session will take place on April 6, 2020 at 9:00 a.m. ET (8:00 a.m. Jamaica time), with Empress Thandi Wise, Certified Yoga Instructor from Rasta Wellness Centre and Jakes Hotel. Followers can then tune in on April 8, 2020 at 6:00 p.m. ET (5:00 p.m. Jamaica time), for a live cooking demo with Chef Andre Fowles, Food Network Chopped Champion and Culinary Ambassador for Miss Lily’s in New York, Negril and Dubai.

“We’re aware that people from all corners of the globe may be in need of an escape with what’s happening right now. With this live series, Jamaica offers a virtual getaway through our music, cuisine, culture, warm people and that unmistakable Jamaican spirit,” said Donovan White, Jamaica’s Director of Tourism. “Since visitors are unable to come to us at the moment, we want to bring the ‘Heartbeat of the World’ to their homes. Jamaica will be here to welcome travellers when the time is right. We want our followers to know we can only get through this together.”

For more information about the ‘Escape to Jamaica’ series, visit the JTB’s Instagram account at instagram.com/visitjamaica and join the conversation with #EscapetoJamaica.

Tags: #EscapetoJamaica, Instagram, Jamaica, Wired

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Welcome to Jamaica, where the vibrant energy and laid-back charm of our island will captivate you. Come explore the rhythmic pulse of our island and the irresistible vibes, warmth and spirit of our people that will leave an indelible mark on your heart.

Whether you're seeking adventure, relaxation, a romantic escape, vibrant cultural encounters or breathtaking natural wonders, Jamaica has something for everyone. This is your invitation to experience the magic of Jamaica and come back to being your best self again .  

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The tropical adventure of your dreams awaits you in Montego Bay. Whether you’re looking to relax on perfect white sandy beaches with clear blue skies above, be swept away in the rocking nightlife steps from your hotel, or enjoy thrilling…

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Even though it is a quiet and beautiful haven, Port Antonio isn’t only visited for its charm. If you’ve got an eye for arts and crafts, and all the jewels Jamaica has to offer, come and explore the city.

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Jamaica Tourist Board unveils new destination campaign

The Jamaica Tourist Board (JTB) has unveiled its ‘Jamaica, Heartbeat of the World’ campaign, the new destination brand positioning for the country.

The campaign, which was unveiled on Wednesday, is designed to recognise Jamaica’s outsized influence on the global community and seeks to strengthen Jamaica’s position as a global culturally relevant brand.

Extending beyond tourism, the campaign encompasses all elements of Jamaica’s rich and vibrant culture including music, cuisine, sports, adventure, nature, and wellness.

In launching the new tourism campaign, Director of Tourism Donovan White said the JTB is excited to launch ‘Heartbeat of the World,’ which reinforces the island’s position as a global leader among travel destinations and establishes Jamaica as the single destination every traveller must experience.

He added that, “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.”

The international marketing strategy positions the destination as the ‘Heartbeat of the World’ — the beat that makes the world move. A new TV advertisement will launch internationally next week.

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 April 8th.

Jamaica will also have athletes competing in the 2020 Summer Olympics in Tokyo in three sports — track, gymnastics, and swimming. These global events, among others, reinforce the new brand positioning that Jamaica is the heartbeat of the world.

Jamaica Tourist Board, which was this week recognised as the Caribbean’s Leading Tourist Board by voters at the World Travel Awards was founded in 1955.

The organisation, which is based in Jamaican capital Kingston, also has offices in Montego Bay, Miami, Toronto, and London.

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Jamaican Tourist Board by Kesha Stewart, Associate Writer

In Jamaica there is an organization responsible for taking systematic steps to ensure that Jamaica remains the preferred Caribbean destination and we call it… the Jamaican Tourist Board (JTB).

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However, before the JTB was created, there was a Jamaica Tourist Association formed in 1910. Very forward thinking don’t you think?

It had the mandate to enhance the claims of the colony as a health and pleasure resort, sounds familiar?  It was tasked to share information with prospective and present visitors of the day (familiar?). 

The JTB, like its predecessor, has been mandated to market Jamaica’s tourism product. The whole idea is that the world must know or come to see Jamaica offers the best vacation available and is the most complete, inimitable and diverse warm weather destination in the world.

I have to agree with the JTB here. Jamaica is really "The Home of Alright. "

Are you wondering just when the Jamaican Tourist Board was founded? Well if you are thinking prior to independence you are correct; the JTB was formed in 1955.  

By 1922 the government decided to directly intervene in the promotion of the tourist industry. They, at the time, saw to the enactment of laws which led to the formation of the Tourist Trade Development Board. 

Interestingly an amalgamation of these entities took place in 1926. The then British Colonial Government sent funds to the entity which used the money to promote the destination in overseas markets.

In a quest for a more effective organization with a broader mandate, the Tourist Trade Development Board was abolished. The JTB then came into being in on April 1, 1955. The entity was governed by the Tourist Board Act and financed by the Government of Jamaica.

Prior to 1993 the JTB had the dual responsibility of promoting Jamaica’s tourism product and seeing to its development.

However the responsibility of product development was handed to the Tourism Development Company (TPDCo) in that year.

Responsibilities Of The Jamaica Tourist Board

Some of JTB’s responsibilities include:

•  Identify new customer groups
• Identify emerging customer groups
• Cultivating new relationships with travel partner
• Dissemination of timely and useful marketing information to its offices and travel partners across the world.

But who ensures all these happen? Let me tell you a little about the JTB’s Governance structure. The JTB falls under the Ministry of Tourism. It is a government entity and is governed by a nine member board of directors. Theses directors are appointed by the Minister of Tourism (Hon. Edmund Bartlett).

The administrative head of the JTB is given the title Director of Tourism, this individual is also appointed by the Minister of Tourism. Our present director of tourism is Mr. Donovan White.

Did You Know?

There have been at least fourteen 14 directors of tourism since 1963?

• Carole Gruntley Brady (1984-1990) was the first female director of tourism? 
• Fay Pickersgill (1994 – 2003) served as ambassador to the Peoples’ Republic of China in 2015? She has the longest tenure of all directors, serving for 9 years.
• There have only been two female Directors of tourism?
• You can connect with the JTB on Instagram, Twitter, Facebook, Youtube and at JTBonline.org?
• That JTB has local  offices in Kingston (Head Office) (876) 929-9200 – 19, and Montego Bay, Jamaica ((876) 952-4425) ?
• There are JTB offices in Miami, Toronto and London?
• That JTB has representative offices in Berlin (Germany), Barcelona (Spain), Rome (Italy), Amsterdam (The Netherlands), Mumbai (India) and even Tokyo (Japan)?

For more information about the Jamaican tourist board, visit their website at this link:  http://www.jtbonline.org/ .

For recommendations on Jamaican attractions, Jamaican hotels, things to do etc, they proved an extensive travel guide at:  http://www.visitjamaica.com/ .

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A patriotic Jamaican who adores its culture, Wellesley has been using this medium to share what he calls 'the uniqueness of Jamaica with the world' since April 2007.  

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The newly appointed board of directors of the island’s leading tourism agencies: Jamaica Vacations Limited (JAMVAC), the Jamaica Tourist Board (JTB), Tourism Product Development Company (TPDCO), the Montego Bay Convention Centre (MBCC), and the Tourism Enhancement Fund (TEF) met recently at the Montego Bay Convention Centre. During this difficult period in global travel and tourism, the work of the various boards is even more critical as they provide oversight of these national agencies.

The directors bring a depth of experience and knowledge across the industry, and some serve on multiple boards which will streamline communications between the various entities. This spirit of collaboration and cooperation is crucial to ensure the resurgence and growth of the travel industry, driving destination recovery in a post-COVID era.

Tourism Minister Hon. Edmund Bartlett, who met with the members, thanked the outgoing executives for their leadership and urged the new executive teams to be bold and creative in their approach as they seek to build on the successes of the past directors.

The boards comprise a diverse range of individuals from tourism and allied industries and the directors have welcomed the charge given by the Minister of Tourism as they seek to chart a way forward for the sector. Hotelier and longstanding director Josef Forstmayr who was acknowledged for his service to the Board of the JTB says in preparing for the way forward, he will focus his efforts on assisting the JTB to position the destination correctly as a possible choice for the luxury traveler and luxury travel segment, which industry experts believe will be in great demand post-COVID.

For more information about Jamaica, please visit  www.visitjamaica.com .

About Jamaica Tourist Board 

The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.

This year, the JTB was declared the Caribbean’s Leading Tourist Board by the World Travel Awards (WTA) for the thirteenth consecutive year and Jamaica was named the Caribbean’s Leading Destination for the fifteenth consecutive year as well as the Caribbean’s Best Spa Destination and the Caribbean’s Best MICE Destination. As well, Jamaica copped the WTA’s World’s Leading Wedding Destination, the World’s Leading Cruise Destination and the World’s Leading Family Destination. Additionally, Jamaica was awarded three gold 2020 Travvy Awards for Best Culinary Destination, Caribbean/ Bahamas; Best Tourism Board Overall and Best Tourism Board, Caribbean/ Bahamas. The Pacific Area Travel Writers Association (PATWA) named Jamaica the 2020 Destination of the Year for Sustainable Tourism. In 2019, TripAdvisor® ranked Jamaica as the #1 Caribbean Destination and #14 Best Destination in the World. Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition.

For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at  www.visitjamaica.com  or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422).  Follow the JTB on  Facebook ,  Twitter ,  Instagram ,  Pinterest  and  YouTube . View the JTB blog at  www.islandbuzzjamaica.com .

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Understanding recent travel advisories to Jamaica and the Bahamas

The actual truths behind recent travel advisories to Jamaica and the Bahamas. 

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In response to recent travel advisories and updated warnings about their respective islands, Jamaica and the Bahamas are taking the opportunity to clarify facts and dispel misconceptions for prospective tourists. The U.S. State Department recently issued travel advisories designating Jamaica as “Level 3: Reconsider Travel” and the Bahamas as “Level 2: Exercise Increased Caution” destinations. These announcements sparked widespread speculation on social media, with playful attributions of the bans to various trends, individuals or locations. Consequently, some travelers reconsidered and canceled their plans, while others were determined not to scrap their upcoming trips.

It is crucial to note that the advisory levels for both countries are no different from the previous year. Jamaica has maintained a Level 3 advisory since 2022, while the Bahamas has remained at Level 2 advisory for years. It is essential to understand that the U.S. Department of State routinely issues travel advisories at the beginning of each year based on reassessments of security and safety. Level 1 and 2 travel advisories undergo a review every 12 months, while Level 3 and 4 travel advisories are reviewed every six months. Therefore, this update aligns with the department’s customary assessment and should not be considered an abnormal occurrence.

Looking at Jamaica first, the updated advisory outlines factors such as crime, home invasions, armed robberies, homicides, and sexual assaults — even within all-inclusive resorts — as common occurrences in Jamaica. It further notes that local law enforcement often responds ineffectively to serious criminal incidents, and U.S. citizens involved in accidents, incidents or homicides may experience delays of a year or more in receiving final death certificates from Jamaican authorities. The government of Jamaica has reported homicide rates consistently ranking among the highest in the Western Hemisphere for several years.

Nevertheless, a point that may have been overlooked is that since last year, violent crimes such as murders have decreased in Jamaica. According to the Jamaica Constabulary Force statistics , the island witnessed 83 murders in the first month of 2024, contrasting with 109 reported in the same period of 2023. Johnson Smith, minister of Foreign Affairs and Foreign Trade, emphasized in a press release, “We are making serious improvements, although we still have much more to do to achieve all that we wish to deliver. It is not insignificant that Jamaica has recorded a more than 20% decline in serious crimes, along with strong improvements in arrests and prosecution.” The Jamaica Tourist Board also affirmed, “Overall, the crime rate against visitors to Jamaica remains extremely low at 0.01%,” as reported by NPR .

The Bahamas, on the other hand, echoes a similar sentiment in response to the U.S. State Department’s Level 2 advisory, noting that “gang-on-gang violence has resulted in a high homicide rate primarily affecting the local population. Violent crimes, such as burglaries, armed robberies, and sexual assaults, occur in both tourist and non-tourist areas.” 

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It is important to clarify that there have been over 24 murders in The Bahamas in the first two months of 2024, all of which have taken place in local and residential areas. In a more recent incident, two Kentucky women visiting Pirates Cove Zipline and Water Park in Freeport as part of a Carnival Cruise excursion accused resort employees of drugging and raping them on February 4th. While arrests have been made in connection to the alleged assault, the case is still ongoing. The resort contends surveillance footage contradicts the women’s account. 

Tourist hotspots employ more than half of the island’s workforce and contribute over 70% of the Bahamas’ gross domestic product. Due to this crucial economic dependence, country officials feel compelled to clarify and dispel misconceptions about travel to the island.

To address understandable concerns, both nations are prioritizing the dissemination of public information and taking measures to enhance travel safety. When discussing the impact of the updated travel advisory on Jamaica with the Jamaica Tourism Board, it reassured theGrio, stating: 

“Jamaica is remarkably resilient, which is a testament to the love that so many people have for it. In fact, 2023 was a record year for Jamaica as it attracted more than 4.1 million visitors to the destination — approximately 3 million of which came from the U.S. This beat pre-pandemic 2019 visitation. Jamaica also has a 42% repeat visitor rate — the highest in the Caribbean and likely one of the highest in the world. It’s too soon to say what impact this advisory could have — we certainly hope it will be minimal. But it is important for people to know the facts. For example, this is not a new, raised level of advisory. Jamaica has been at the same level since March 2022, when it was actually lowered after the pandemic. The U.S. State Department routinely issues advisories throughout the year, and has subsequently publicly clarified that no issue spurred this update.” Jamaica Tourism Board

When considering a trip to either location — or anywhere in the world — it’s crucial to prioritize safety awareness. The U.S. Department of State recommends refraining from walking or driving at night, avoiding public buses, steering clear of secluded areas, and refraining from physically resisting any robbery attempts in Jamaica. In the Bahamas, it is advisable not to answer the door at your hotel/residence unless you recognize the person, and to avoid physically resisting any robbery attempts. 

Additionally, for all destinations, travelers are encouraged to enroll in the Smart Traveler Enrollment Program (STEP) to receive alerts and facilitate locating them in case of an emergency.

N oel Cymone Walker is an NYC-based writer specializing in beauty, fashion, music, travel, and cultural anthropology. She has written and produced visuals for several notable publications such as The Recording Academy/The Grammys, The Fader, Billboard, OkayPlayer, Marie Claire, Glamour, Allure, Essence, Ebony, and more.

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Jamaica Tourist Board Names New Executive for Americas Region

The Jamaica Tourist Board has named a new deputy director of tourism for the Americas, Caribbean Journal has learned. 

The Tourist Board has named Philip Rose to the role, in which he will have responsibility for the US, Caribbean and Latin America. 

The move took effect on April 1. 

“Philip Rose has a long history working in tourism to promote brand Jamaica,” said Jamaica Tourism Minister Edmund Bartlett. “Throughout the years, he has proven himself to be a visionary leader whose numerous successes have helped to elevate and maintain Jamaica’s status as one of the world’s top tourism destinations, particularly from North America. It was therefore a natural fit for him step into this key role.”

Rose had most recently served as regional director for the Jamaica Tourist Board in the. United States, responsible for overseeing sales and marketing in the Northeast region. 

He has previously held senior-level positions with the JTB including Regional Director of Canada, during which time Jamaica recorded its highest-ever visitors arrivals from Canada. 

“We are truly fortunate to welcome Philip Rose to this post, as he is a champion of Jamaica’s tourism with outstanding qualifications and a well-established track record of excellence,” said Donovan White, Director of Tourism at the Jamaica Tourist Board. “The strategic direction, proficiency and foresight he provides have been invaluable to growing arrivals and we are fully confident that he will continue to be a driving force for tourism to Jamaica in his new position.”

Rose grew up in the tourism and hospitality industry in Jamaica, working in city hotels and beach resorts across the island since his first summer job at 14. 

“It’s an honor for me to accept this appointment within the Jamaica Tourist Board, who first recruited me from the hospitality sector over 20 years ago,” Rose said. “I have always been passionate about selling and marketing travel to Jamaica as well as aligning strategies and tactics to meet objectives and targets, so I look forward to doing so in an expanded capacity with this promotion.”

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