“I always try to put Jamaica first,” said fastest man alive Usain Bolt, as he was officially named the Global Tourism Ambassador for his home country. The eight-time Olympic gold medalist was appointed to the role during a special 70th anniversary cocktail reception hosted by the Jamaica Tourist Board (JTB) on May 21 at Devon House in Kingston.
The appointment was presented by Director of Tourism Donovan White and Minister of Tourism Edmund Bartlett, who praised Bolt’s dedication to promoting Jamaican culture, people, and global appeal.
“Usain Bolt has been Jamaica’s unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality,” said Minister of Tourism, Hon Edmund Bartlett. “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.”
Donovan White noted that “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.”
Usain Bolt has consistently emphasized his commitment to promoting Jamaica by shooting commercials, advertisements, and other media projects on the island whenever possible. Over the years, he has often mentioned that he prefers to film in Jamaica as a way to showcase the country’s beauty, culture, and talent. This approach not only helps highlight Jamaica as a tourist destination but also supports local creatives and the wider economy.
For example, his endorsements and promotional campaigns with brands like Puma have frequently featured Jamaican backdrops, music, and cast members. It’s part of his broader philosophy of always putting Jamaica first—something he referenced during his appointment as Global Tourism Ambassador.
“In every country, there are tough times. But you should always try to support your country and put your country on the map. One of my biggest things is to always promote Jamaica so that we can help to diminish poverty and uplift the country. That’s something that I always try to do, no matter what’s going on in my life. I always try to put Jamaica first and uplift the country because this is the country that helped to make me who I am,” said Usain Bolt.
In his role as ambassador, Bolt will spearhead international marketing campaigns highlighting Jamaica’s beaches, culture, and hospitality industry, leveraging his global recognition to attract visitors from key markets worldwide.
Minister of Gender, Entertainment and Sport, Olivia ‘Babsy’ Grange, also weighed in, praising the work of the JTB and declaring Minister Bartlett “the best tourism minister anywhere in the world.”
The event at Devon House was part of the JTB’s 70th anniversary celebrations, marking seven decades of positioning Jamaica as a top-tier global travel destination—with Bolt now poised to be one of its most powerful ambassadors yet.
