2020’s: Jamaica Heartbeat of the World

A new campaign Jamaica Heartbeat of the World greeted the decade with high anticipation. The tagline captured the verve, energy, and passion of Jamaica and its culture as a global force that moves the world.

On March 11, 2020, the World Health Organization (WTO) declared the Coronavirus (COVID-19) outbreak a pandemic. The pandemic impacted the global tourism and travel industry unlike any single event in recent history. This resulted in Jamaica closing it’s borders for the period March 25 – June 24, 2020.

Escape to Jamaica delivered a virtual care package to followers all over the world. In April 2020, an Instagram Live series featured musicians, yoga instructors, chefs, and popular DJs as the Heartbeat of the World shared irie vibes with a world in lockdown.

A Spotify play list called “Every Little Thing Is Gonna Be Alright” was created to send out positive vibes from the destination.

“Since visitors are unable to come to us at the moment, we want to bring the ‘Heartbeat of the World’ to their homes. Jamaica will be here to welcome travellers when we can travel once again and, in the meantime, we want our followers to know we can only get through this together.” – Donovan White, Director of Tourism

Online tours took viewers to the island amid the uncertainties and travel restrictions faced globally.

As the industry began a gradual re-opening process in July, the JTB introduced the Rediscover Jamaica campaign , targeting the local market and encouraging Jamaicans to “feel good again, by going out and enjoying the sights, scenes and taste of the island” while observing the COVID-19 safety protocols in place at the hotels and accommodations.

The campaign was credited with having successfully ‘restarted tourism’ with tourism partners offering discounts and exclusive products to Jamaicans, allowing them to enjoy the tourism product.

Tourism remains a vital part of Jamaica’s journey to prosperity and, the JTB remains the destination marketing agency to leverage all our assets to benefit the people of Jamaica