Jamaica is once again basking in the global spotlight, featured as one of the coveted destinations in the newly released 2025 Sports Illustrated Swimsuit issue, which officially hit newsstands today.
The Jamaica Tourist Board (JTB) proudly hosted the Sports Illustrated Swimsuit team earlier this year, coordinating a multi-location shoot that highlights Jamaica’s breathtaking beauty, vibrant culture, and signature island “vibe.” The result is a stunning showcase of both world-renowned models and some of Jamaica’s most iconic and luxurious locations.
“We’re honored Sports Illustrated Swimsuit chose Jamaica for its 2025 issue,” said Minister of Tourism, Hon. Edmund Bartlett. “This collaboration strengthens Jamaica’s position as one of the Caribbean’s premier vacation destinations. After welcoming a record-breaking 4.2 million visitors in 2024, we’re on track to hit 5 million by the end of this year. We hope the magazine inspires even more travelers to discover the magic of our island.”
The editorial and digital spread features a star-studded cast, including Alix Earle, Christen Harper, Nicole Williams English, Parris Goebel, Roshumba Williams, Ming Lee Simmons, and others, striking stunning poses against backdrops like the historic Rose Hall Great House, the Rose Hall Development Beach Club, Round Hill Hotel & Villas, and aboard a luxury yacht tour with Aristo Kat Tours. Models also stayed and shot scenes at Breathless Montego Bay Resort & Spa, an adults-only all-inclusive known for its lively, upscale ambiance.
“We’re grateful to the Sports Illustrated Swimsuit team for capturing not only Jamaica’s iconic sun, sea, and sand landscapes, but also the very essence of our island,” said Director of Tourism, Donovan White. “It’s more than just a photoshoot — it’s a campaign that tells a story of culture, beauty, and island energy.”
Behind the scenes, the JTB partnered with local operators and helped the production team experience authentic Jamaican hospitality, including meals at favorites like Snappaz Seafood and The Houseboat Grill, and gifts curated by the Tourist Board.
The campaign is already making waves online and across Sports Illustrated’s print, digital, and social platforms, with a reach of over 10 million. For Jamaica, it’s not just a feature — it’s an invitation to the world to come and feel the rhythm of the island.
