The Jamaica Tourist Board (JTB) is marking its 70th anniversary with a series of events and initiatives aimed at commemorating its decades-long contributions to the country’s tourism industry.
Established on April 1, 1955, the JTB has played a pivotal role in positioning Jamaica as a leading Caribbean travel destination.
The milestone celebrations will begin on April 6 with a commemorative church service, followed by an Anniversary Awards Gala to honor the contributions of former employees. As part of the festivities, the JTB will debut a 70th-anniversary documentary and launch a virtual exhibition curated by the Clive Taffe Library. The exhibition will explore the organization’s history through vintage advertising posters, promotional campaigns, and marketing materials dating back to 1955.
Additionally, the JTB will engage with Tourism Action Clubs, an initiative designed to educate secondary and tertiary students about tourism’s impact on Jamaica’s economy.
“Jamaica was an emerging island destination when the Jamaica Tourist Board was first established, welcoming just over 100,000 visitors annually,” said Hon. Edmund Bartlett, Jamaica’s Minister of Tourism. “By the end of 2025, we anticipate welcoming nearly 5 million visitors—a remarkable achievement that speaks to the unwavering dedication of the Jamaican people across generations. We have seen unprecedented growth in our investments, infrastructure, and earnings, and I thank our workers and partners for their hard work and passion that have transformed Jamaica into a global tourism powerhouse.”
Since its inception, the JTB has been dedicated to showcasing Jamaica’s natural beauty, vibrant culture, and renowned hospitality to travelers worldwide. Its sustained efforts have driven tourism growth, attracting millions of visitors each year and generating significant economic benefits for the island.
“As we proudly celebrate 70 years of the Jamaica Tourist Board, we are inspired to build upon our incredible legacy and shape an even brighter future,” said Donovan White, Jamaica’s Director of Tourism. “We are also leveraging digital innovations, targeted campaigns, and strategic partnerships to drive even greater awareness and demand worldwide. This marks the beginning of a new era for Jamaican tourism, and we are committed to its continued growth.”
The anniversary celebrations highlight the JTB’s lasting impact on Jamaica’s tourism sector while reaffirming its commitment to future development and global competitiveness.
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