The Jamaica Tourist Board, in collaboration with Accenture Song, has launched an exciting new campaign showcasing the island’s diverse offerings. The ‘Contrasts Campaign’ positions Jamaica as the perfect destination for travelers seeking a vacation that revitalizes and inspires. With travelers today looking for destinations that offer a variety of experiences—adventure, romance, luxury, culture, and cuisine—Jamaica’s mix of stunning natural beauty, rich cultural heritage, and exciting activities promises an unforgettable stay.
Know the ‘Contrasts Campaign’
“There are countless reasons to visit Jamaica, whether you are looking to discover new experiences or reconnect with your inner self. Our core pillars remain unchanged—our people, music, nature, cuisine, culture, and heritage. We are dedicated to keeping the spirit of adventure alive through romance, luxury, wellness, and a deep connection with nature on our island,” said Donovan White, Director of Tourism.
The campaign invites the world to explore all the facets of Jamaica, celebrating the island’s multidimensional appeal. The campaign highlights contrasts—from the dramatic mountains versus the serene beaches, to the balance of adventure and romance, and the choice between vibrant excitement and relaxed vibes. Jamaica truly offers something for everyone.
“We want to celebrate Jamaica’s diversity, from the culture to the people, the food, and the breathtaking landscapes,” White continued. “Our ‘Contrasts Campaign’ emphasizes these contrasts while promoting the island as a destination for personal enrichment, relaxation, and exploration.”
Through this campaign, the Jamaica Tourist Board is encouraging travelers to rediscover themselves through the island’s unparalleled beauty, lively music, and genuine hospitality. Each destination within Jamaica provides an opportunity to experience something different, enriching visitors with the charm, culture, and warmth that the island is famous for.
Jamaica is home to some of the world’s best accommodations, attractions, and service providers, which consistently receive global recognition. In 2025, TripAdvisor ranked Jamaica as 13th Best Honeymoon Destination, 11th Best Culinary Destination, and 24th Best Cultural Destination in the World. Jamaica was also recognized in 2024 by the World Travel Awards as the ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fifth consecutive year. The JTB was named the ‘Caribbean’s Leading Tourist Board’ for the 17th consecutive year.
Jamaica’s awards also include six prestigious Travvy Awards, including gold for the ‘Best Travel Agent Academy Program’ and silver for ‘Best Culinary Destination – Caribbean’ and ‘Best Tourism Board – Caribbean’. The island also won bronze for ‘Best Destination – Caribbean’, ‘Best Wedding Destination – Caribbean’, and ‘Best Honeymoon Destination – Caribbean’. Jamaica’s exceptional support for travel advisors earned it a TravelAge West WAVE Award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for an impressive 12th time.
