Tourism powers ahead in Jamaica

Founded in 1955, the Jamaica Tourist Board (JTB) is responsible for the nation's thriving tourism industry. Under the leadership of Director of Tourism Donovan White, the sector posted record results in 2024.

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Jamaica's rich cultural heritage has long provided the foundation for the nation's brand, and for Director of Tourism Donovan White, that remains at the heart of the country's appeal to travellers. "Every campaign we do is curated to stimulate Jamaica as a brand itself and produce an attraction and lore for the viewer to see a reason to visit our country," he says.

Showcasing the food, music, people and culture that underpin Jamaica's unique appeal, the JTB welcomed record visitor numbers in 2024, while early 2025 data is also strongly positive. For White, these achievements speak to a bigger picture: "We want to ensure that when we look back in ten to fifteen years, we will see a structure that allows more tourists to come to Jamaica while allowing the ecosystem to grow and provide opportunities for every Jamaican."

Q: How has Jamaica's tourism sector evolved under your leadership?