KINGSTON, JAMAICA – August 21, 2025 – The Jamaica Tourist Board (JTB) has released the first installment of its limited documentary series, “Jamaica Is…”, spotlighting the island’s captivating South Coast. This is the first of a six-part installment that will spotlight unique resort areas across the island, with new episodes launching monthly on the JTB’s YouTube channel. Upcoming episodes include Negril (Sept. 15) and Ocho Rios (Oct. 15).

Beginning in St. Elizabeth, viewers are immersed in the authentic spirit of the South Coast, where the mantra “Be a traveler, not a tourist” comes alive. Viewers are invited to journey through the freshest seafood at Little Ochi, the breathtaking legend of Lover’s Leap, the serene beauty of the Black River with local icon Captain Dennis, and the cascading magic of YS Falls. Along the way, travelers can taste tradition at Appleton Estate, meet shrimp harvesters in Middle Quarters, and connect with locals whose stories root visitors deeply to Jamaica. The video is more than showcasing scenery – it’s about the connection, culture, and true essence of the South Coast.

“This series is about showing the world that Jamaica is not just beautiful beaches – it’s our people, our traditions, and our way of life,” said the Hon. Edmund Bartlett, Minister of Tourism, Jamaica. “The South Coast exemplifies this impeccably, offering travelers an experience that is as soulful as it is scenic.”

“With this series, we are inviting travelers to go beyond the well-known resorts and discover the hidden gems of our island,” said Donovan White, Director of Tourism, Jamaica Tourist Board. “The South Coast is a place where culture, creativity, and community thrive, and we are proud to share these authentic stories with the world.”

To watch the South Coast episode, please visit here. For more information about Jamaica, please visit www.visitjamaica.com.

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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, Mumbai, 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).

Contact:  

Lou Hammond Group  

jamaica@louhammond.com