Usain Bolt becomes Jamaica’s Global Tourism Ambassador

Legendary sprinter Usain Bolt has been named Jamaica’s Global Tourism Ambassador, a role that will see “the world's fastest man” represent the country’s culture and tourism on the global stage

The appointment recognizes Bolt's “unparalleled contribution” to Jamaica's global profile and his continued commitment to promoting the island nation worldwide, reads a press release.

As Global Tourism Ambassador, Bolt will promote Jamaica’s tourism and showcase the country's cultural heritage to global audiences through a digital campaign and appearances.

"Usain Bolt has been Jamaica's unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality," said Jamaica's Minister of Tourism, Edmund Bartlett, in a statement. "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-metre and 200-metre sprints, has expressed his enthusiasm for the new role.

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.

"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,” said Jamaica’s Director of Tourism, Donovan White.

The move is expected to enhance Jamaica's global presence while providing concrete benefits for tourism.

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