Jamaica Announces Usain Bolt as Official Global Tourism Ambassador

All India, 26th May 2025: Minister of Tourism, Hon Edmund Bartlett has announced the appointment of legendary sprinter Usain Bolt as the nation's Global Tourism Ambassador, a role that will see the world's fastest man represent Jamaica's culture, tourism on the international stage.

The historic appointment recognizes Bolt's unparalleled contribution to Jamaica's global profile and his continued commitment to promoting the island nation worldwide. As Global Tourism Ambassador, Bolt will promote Jamaica’s tourism and showcase the country's rich cultural heritage to global audiences through a fully integrated digital campaign and appearances.

"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."

Bolt, who holds world records in both the 100-meter and 200-meter sprints has expressed his enthusiasm for the new role reaffirming his natural passion and love for his country. He will spearhead international marketing campaigns highlighting Jamaica's beaches, culture, and hospitality industry, leveraging his global recognition to attract visitors from key markets worldwide.

Director of Tourism, 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."

The sprint legend will serve as a cultural ambassador, promoting Jamaican music, food, and traditions at international events and through digital platforms and global media and event engagements. The move is expected to enhance Jamaica's global presence while providing concrete benefits for tourism.