Jamaica has named Usain Bolt, the world’s fastest man and eight-time Olympic gold medalist, its global ambassador as the Jamaica Tourist Board (JTB) celebrates its 70th anniversary.
The announcement was made by Director of Tourism Donovan White during the anniversary celebration at the historic Devon House in Kingston on May 22. It marks the launch of a fully integrated global marketing campaign, set to debut in August, with the sports icon as its primary feature.
“We have been building fully integrated campaigns to tell the Jamaica story. Today, unlike eight years ago, the JTB and its methodologies of marketing are fully technology integrated. If we cannot integrate, then we cannot do it, and as we traverse this digital space, one of the critical components of integrated digital marketing is content – loads of it,” Mr. White said.
Widely considered the greatest sprinter of all time, Bolt said it was important to represent Jamaica on the global stage.
“I will continue to represent my country to the best of my ability. I want to thank the Tourist Board, the minister, and everyone who has been part of making this happen. We have a deal, but we’re trying to make it a lifetime, right? We’re going to work on that,” Bolt said during a ceremony.
“I look forward to making an impact as always, to put Jamaica to the world and to represent the country as best as possible, and I will continue pushing to make Jamaica number one.
“As I said, I always try to keep the flag flying high and to make Jamaica proud. Thanks for the support as always,” he added.
Meanwhile, Minister of Tourism Edmund Bartlett hailed the retired sprinter as a distinguished Jamaican son who deserves to be lauded for his contribution to nation-building.
Bartlett said, “Usain Bolt has been Jamaica’s unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality. This appointment formalizes what the world already knows — that Usain embodies the spirit, resilience, and excellence that define Jamaica.
“His influence extends far beyond the track, and we’re excited to channel that power toward building our nation’s future.”
