JTB launches new brand campaign 'Contrasts'

The Jamaica Tourist Board (JTB) has partnered with American company, Accenture Song, to launch a new campaign dubbed 'Contrasts'.

The new campaign follows a record-breaking year for Jamaica in 2024, in relation to the number of visitors arriving in the island.

Ministry of Tourism figures say 4.3 million tourists visited Jamaica last year, earning some US$4.3 billion, despite a United States travel advisory on January 30, 2024.

The growth has been attributed to the island's success at getting additional airline seats to bring tourists into the country, the building of new hotels by investors, and growing interest from travellers.

In a release the JTB says Contrasts is designed to meet the expectations of today’s travellers who seek destinations offering a distinct range of immersive experiences.

“The campaign showcases the One Love island’s unique blend of enriching activities, cultural charm, and natural beauty - and a 'vibe' that can only be found in Jamaica,” the JTB says.

Jamaica’s tourism minister Edmund Bartlett says of the new campaign, “We have immense pride in our people, our hospitality, and the multitude of experiences we are able to provide. This new campaign is designed to showcase just that, and to compel both new and returning visitors that we have something for any type of ‘vibe’ they are looking for while on vacation.”

In underscoring the diverse tourism product found across Jamaica, Bartlett says that the new campaign also celebrates the country’s multidimensional appeal and highlights the fact that there is something special there for everyone, from luxury and adventure to romance and culture.

As a continuation of the 'Come Back' campaign, 'Contrasts' highlights Jamaica’s people and rich cultural heritage, encouraging travellers to “come and see for themselves” the release further states.

Meanwhile, Jamaica’s director of tourism Donovan White says JTB’s wish is for visitors to feel in total sync with the best version of themselves.

“In Jamaica, they can truly enjoy a vacation that best suits their interests through our diverse cultural experiences, unparalleled beauty, and warm hospitality. It’s a vibe that can only be found on our shores,” White says.

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