NEW DELHI, 15^th September 2025: The Jamaica Tourist Board (JTB) has introduced a new six-part documentary series titled “Jamaica Is…”, offering a compelling look at the island’s diverse experiences through authentic storytelling. Designed to highlight Jamaica beyond its beaches, the series focuses on the culture, people, traditions, and landscapes that make the destination unique. The first episode, which showcases the South Coast, is now live on JTB’s official YouTube channel. Upcoming episodes will feature Negril on September 15 and Ocho Rios on October 15, with further episodes to follow later in the year.

The opening episode of “Jamaica Is…” takes viewers on a journey through St. Elizabeth, spotlighting Little Ochi’s famous seafood, the panoramic 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 touchpoints include a visit to Appleton Estate, where Jamaica’s rum-making tradition is celebrated, and the shrimp vendors of Middle Quarters, who continue a community-led heritage. 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, encouraging travellers to experience the island as explorers rather than mere tourists. Each episode focuses on immersive and community-driven experiences, highlighting that Jamaica is more than a vacation—it is a journey into heritage, sustainability, and lifestyle. With its easy accessibility on YouTube, the series ensures global reach, opening doors for markets like India, where travellers are increasingly seeking destinations that offer cultural depth and meaningful engagement.

For India specifically, this 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 that go 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 familiarization 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 the Caribbean tourism sector.

ABOUT THE 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 in Berlin, Barcelona, Rome, Amsterdam, New Delhi, Tokyo and Paris.

Jamaica is home to some of the world's best accommodations, attractions and service providers that continue to receive prominent global recognition. In 2025, TripAdvisor® ranked Jamaica as the #13 Best Honeymoon Destination, #11 Best Culinary Destination, and #24 Best Cultural Destination in the World. In 2024, Jamaica was declared 'World's Leading Cruise Destination' and 'World's Leading Family Destination' for the fifth consecutive year by the World Travel Awards, which also named the JTB the 'Caribbean's Leading Tourist Board' for the 17^th consecutive year.

Jamaica earned six Travvy Awards, including a gold for 'Best Travel Agent Academy Program' and silver for 'Best Culinary Destination – Caribbean' and 'Best Tourism Board – Caribbean'. The destination also received bronze recognition for 'Best Destination – Caribbean', 'Best Wedding Destination – Caribbean', and 'Best Honeymoon Destination – Caribbean'. Additionally, Jamaica received a TravelAge West WAVE award for 'International Tourism Board Providing the Best Travel Advisor Support' for a record-setting 12^th time.

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).