1990s

One Love

The 1990s brought new challenges. The JTB launched its signature ‘One Love’ Campaign, the longest running campaign. It embodied the Jamaican spirit of warmth and became the musical logo for the Jamaica Tourist Board.

In 1992, the role of the JTB was redefined to that of destination marketing. In the global economy, the fallout from the Persian-Gulf war led to a recession in major overseas markets. In 1993 tourism became the top foreign exchange earner, with total visitor expenditure reaching US$942 million.

The Jamaica Travel Specialist Programme was launched 1994. It offered a training programme for travel agents to better equip them to offer Jamaican holiday packages to their clients. The JTB pioneered a model that provided incentives and benefits for graduates of the programme, recognizing travel agents as important to the success of Jamaica’s tourist

In 1994 the JTB earned the Caribbean’s Leading Tourist & Convention Bureau by the World Travel Association

In 1996, World Cup fever took over when the Reggae Boyz qualified for FIFA World Cup in France. To build on the growing global excitement, the JTB unveiled a giant inflatable football at the Charles De Gaulle airport in France in June 1998. The press around the Reggae Boyz and the marketing stunt generated new interest in Jamaica.

The decade closed out with the landmark arrival of Carnival’s Voyager of the Seas, the world’s largest cruise ship with a capacity of 3,600 passengers