Sprint legend Usain Bolt has been officially appointed as Jamaica’s Global Tourism Ambassador, marking a historic step in the country’s efforts to further elevate its global image through one of its most iconic figures.
The announcement was made by Minister of Tourism, Hon. Edmund Bartlett, who lauded Bolt’s enduring influence and unparalleled contribution to Jamaica’s international profile during a JTB event in St. Andrew on Thursday at Devon House in Kingston. The event was held to commemorate the Tourist Board’s 70th’s anniversary since legislation was passed in Parliament which brought it into being.
“Usain Bolt has been Jamaica’s unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality,” Minister Bartlett said. “This appointment formalizes what the world already knows – that Usain embodies the spirit, resilience, and excellence that defines Jamaica. His influence extends far beyond the track, and we’re excited to channel that power toward building our nation’s future.”
As Global Ambassador, Bolt will promote Jamaica’s tourism product and showcase the island’s rich cultural heritage through a fully integrated digital campaign and strategic appearances at international events. He will lead efforts to spotlight Jamaica’s world-renowned beaches, music, cuisine, and warm hospitality, targeting major source markets across the globe.
Bolt, the world record holder in both the 100m and 200m, expressed pride in the new role, reaffirming his deep-rooted passion for Jamaica. “I’ve always loved representing Jamaica, whether on the track or through my ventures around the world. This opportunity allows me to give back to the country that made me who I am,” he said.
Director of Tourism, Donovan White, emphasized the impact Bolt is expected to have on the country’s tourism industry. “Usain’s global appeal is unprecedented for any Jamaican figure. His endorsement of Jamaica as a destination carries weight that traditional marketing simply cannot match. We expect this partnership to significantly boost our tourism numbers and international profile.”
Beyond tourism promotion, Bolt will also serve as a cultural ambassador, helping to amplify Jamaican music, food, and traditions through global media platforms and high-profile event engagements.
The appointment signals a strategic move by the Ministry of Tourism to merge culture and marketing in a way that connects emotionally with audiences worldwide. With Bolt’s charisma and star power, the partnership is poised to drive tourism growth and expand Jamaica’s global influence in meaningful ways.
