2000s

2000’s: Once You Go You Know

The new millennium brought changes to the global travel industry.

The Once You Go, You Know advertising and promotional campaign launched in 2003, targeting ‘the modern visitor’ interested in the varied aspects of Jamaica’s food, art, music, culture, history, and its people. Far from being a generic getaway, Jamaica takes visitors on a sensory experience that stays with them forever.

This was coupled with the Genius of Jamaica messaging where outstanding Jamaicans were highlighted, showing Jamaicans as successful in different spheres.

As online booking sites Travelocity and Expedia gained popularity, JTB experimented with new channels, cinema advertising and the ‘next big thing’, social media networks.

In 2008, a department was established to give increased focus to the cruise industry.

JTB and Jamaica maintained its award-winning standing, topping multiple categories in different awards programmes