JTB eyes Netflix, digital campaigns to market Jamaica’s communities

Western Bureau:

Jamaica’s Director of Tourism Donovan White has announced plans to market the island’s communities on platforms like Netflix and Amazon Prime, part of a bold strategy to turn local culture and creativity into bookable tourism products.

Speaking during a World Tourism Day webinar on Saturday, White said the Jamaica Tourist Board (JTB) is determined to ensure that ‘Jamaica First’ translates into tangible opportunities for farmers, artisans, entrepreneurs and small tourism enterprises.

“For us, tourism in Jamaica is not just about arrivals,” he said. “It is about turning our culture, our creativity, our communities into ready offerings that a discerning traveller can purchase.”

White outlined three focus areas: community tourism, digital innovation and event-driven linkages. He noted that the JTB has already launched an integrated campaign, ‘There’s Always More to Jamaica’, across Google, Facebook, Instagram and YouTube, designed to spotlight community-based tourism.

The effort, supported by the Ministry of Tourism, the World Bank and the Jamaica Social Investment Fund, promotes authentic excursions such as cultural heritage tours, craft workshops and marine experiences.

A docu-series titled ‘Jamaica Is’ has been released to highlight resort areas, attracting more than 150,000 views on YouTube within weeks. White said the JTB is now in discussions to bring the series to streaming platforms like Netflix and Amazon Prime, describing it as a chance to “tell the world about Jamaica”, while marketing the country’s resort towns.

Music and culture are also being positioned as booking drivers. The JTB’s soon-to-be-published ‘Hello Jamaica’ video has drawn nearly 200,000 views in two months, and a new influencer-driven programme will soon allow consumers to replicate curated itineraries directly via VisitJamaica.com.

Tourism innovation townships

White added that “tourism innovation townships”, long advocated by Tourism Minister Edmund Bartlett, will be piloted to create circular economies linking hotels with surrounding communities. Under the model, hotels would provide resources such as electricity and water, while communities supply goods and services, from condiments to linens.

“Travellers today are deeply engaged around sustainability,” White said, “and they want to know their vacations support inclusive tourism.”

Event-driven tourism remains another major pillar. Carnival in Jamaica generated J$4.5 billion in economic activity this year and created more than 115,000 jobs, White revealed, while the JTB continues to support new food, culture and music festivals that spread economic benefits beyond resort towns.

While White focused on marketing, other officials emphasised that Jamaicans must be prepared to seize the opportunities. Carol Rose Brown, head of the Jamaica Centre of Tourism Innovation (JCTI), said certification and training are vital to address post-pandemic staff shortages and to ensure workers are fairly compensated.

“We must prepare our people first, and that means giving them internationally benchmarked, transferable credentials,” she said. “The only way to guarantee fair compensation is to ensure that workers have the certifications that command it.”

The JCTI now facilitates 22 professional certifications, from culinary arts and spa management to lifeguarding and logistics, in partnership with HEART/NSTA Trust and international bodies. Its Hospitality and Tourism Management programme in high schools has expanded to more than 30 institutions and over 500 students, with Anchovy High highlighted by the UN World Tourism Organization for piloting the curriculum globally.

Carolyn McDonald-Riley, head of the Tourism Linkages Network, said her agency’s role is to ensure that tourism dollars directly benefit local communities. She cited the Agri-Linkages Exchange which connects hotels with farmers in real time, and the annual Christmas in July showcase, which gives artisans access to hotel gift shops.

“Tourism really works when Jamaicans benefit, especially our farmers, our creatives and our communities,” she said.

She added that the Linkages Network has branched into gastronomy, wellness, sports and entertainment, and knowledge-based tourism, all designed to reduce reliance on imports, while deepening authentic offerings for visitors.

Together, the initiatives announced on Saturday underscored that ‘Jamaica First’ is not only a procurement policy, but a people-first strategy, one that will be judged on whether communities, workers and small businesses see measurable gains from the country’s booming tourism industry.

janet.silvera@gleanerjm.com