KINGSTON, JAMAICA, October 14, 2025 – Jamaica’s Yaad Luv: True Jamaican Experiences campaign has been named a finalist for two major honors in the 2025 City Nation Place Awards – Best Communication Strategy: Tourism and Place Brand of the Year.

The Yaad Luv initiative, entered by the Jamaica Social Investment Fund (JSIF) in collaboration with Trove Tourism Development Advisors, the Tourism Product Development Company (TPDCo), the Ministry of Tourism, and the Jamaica Tourist Board (JTB), is being recognized for its authentic, community-centered approach to destination marketing. Developed by Jamaicans, for Jamaicans, the campaign champions national pride and collective storytelling – positioning locals as the heart of Jamaica’s brand narrative and tourism success.

“Yaad Luv is more than a campaign; It’s a movement powered by our people,” said Hon. Edmund Bartlett, Jamaica’s Minister of Tourism. “We are proud to see Jamaica recognized on the global stage for our approach to place branding and destination marketing – one that celebrates our communities, strengthens our identity, and inspires both locals and visitors to experience the island through a different lens.”

Developed under the World Bank–funded Second Rural Economic Development Initiative (REDI II), the initiative also equipped more than 100 local enterprises with digital tools, training, and fresh content to tell their own stories, ensuring that communities are not just featured in Jamaica’s tourism brand but own and benefit from it.

“Being shortlisted for two categories at the City Nation Place Awards is a testament to Jamaica’s leadership in sustainable and people-first tourism,” added Donovan White, Jamaica’s Director of Tourism. “The Yaad Luv campaign has redefined how we tell Jamaica’s story, inviting our citizens to take an active role in shaping how the world sees our island home.”

Since the launch, Yaad Luv has amassed over 12 million impressions and generated more than 500,000 engagements, driving over 10,000 leads to community-based tourism enterprises across the island.

Winners of the City Nation Place Awards will be announced during the City Nation Place Global Conference in London on Thursday, November 6, 2025.

For more information about the Yaad Luv campaign, please visit www.yaadluv.com. 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 17th 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 12th 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). Follow the JTB on Facebook, X, Instagram, Pinterest and YouTube. View the JTB blog at www.visitjamaica.com/blog/.

Contact:  

Lou Hammond Group  

jamaica@louhammond.com