Jamaica Tourist Board Launches “Jamaica Is…” Documentary Series

The Jamaica Tourist Board (JTB) has launched a new six-part documentary series, “Jamaica Is…”, offering an engaging look at the island’s diverse experiences through authentic storytelling. Shining a light on Jamaica beyond its beaches, the series highlights the culture, people, traditions, and landscapes that make the destination unique. The first episode, showcasing the South Coast, is now live on JTB’s official YouTube channel. Subsequent episodes will feature Negril on September 15 and Ocho Rios on October 15, with further instalments to follow later in the year.

The opening episode of “Jamaica Is…” takes viewers on a journey through St Elizabeth, spotlighting Little Ochi’s renowned seafood, the sweeping views of Lover’s Leap, and an eco-tour of the Black River with Captain Dennis. The lush setting of YS Falls adds to the natural appeal, while cultural highlights include a visit to Appleton Estate, celebrating Jamaica’s rum-making heritage, and the shrimp vendors of Middle Quarters, who maintain a community-led tradition. Together, these stories capture the South Coast’s blend of nature, history, and culture, painting a holistic portrait of Jamaica as a destination where authenticity thrives.

Through this series, the JTB seeks to reposition Jamaica for global audiences, inviting travellers to experience the island as explorers rather than mere tourists. Each episode emphasises immersive, community-driven experiences, underscoring that Jamaica is more than a holiday—it is a journey into heritage, sustainability, and lifestyle. With easy accessibility on YouTube, the series will reach a global audience, opening doors for markets like India, where travellers increasingly seek destinations offering cultural depth and meaningful engagement.

For India in particular, the series adds momentum to Jamaica’s positioning as an aspirational long-haul destination for leisure, weddings, honeymoons, and milestone celebrations. By offering a window into experiences beyond the well-known beaches, the JTB aims to inspire outbound travellers from India to explore the island’s diversity.

In addition to this global storytelling initiative, preparations are underway for Jamaica Product Exchange (JAPEX) 2025, the island’s premier tourism trade show, which will be held from September 22–24 at the Montego Bay Convention Centre. JAPEX brings together international buyers, tour operators, media, and travel professionals to connect with Jamaican hotels, attractions, and partners. Following the three-day trade event, participating agents and guests will also experience curated familiarisation tours across Jamaica, reinforcing the destination’s strong positioning in global tourism.

The Jamaica Tourist Board continues to strengthen its global presence by blending innovative initiatives, such as the “Jamaica Is…” documentary series and key trade events like JAPEX 2025. This dual approach solidifies its role as a leader in Caribbean tourism.