Jamaica Tourist Board celebrates 70 years of promoting island’s tourism

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.”