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Jamaica Unveils New ‘Contrasts Campaign’ to Showcase the Island’s Diverse Appeal

January 21, 2025 | Press Release

Jamaica is calling travellers to discover the island’s multifaceted charm with the launch of its latest initiative, the Contrasts Campaign, a collaboration between the Jamaica Tourist Board and Accenture Song. This new campaign highlights the island’s unique ability to offer a vacation that energises and inspires, catering to modern travellers seeking adventure, romance, luxury, culture, and cuisine all in one destination.

Contrasts Campaign is all about celebrating the diversity and richness of Jamaica’s experiences. From its breathtaking beaches to its lush mountains, vibrant culture, and flavourful cuisine, the island offers something for everyone. Donovan White, Director of Tourism, emphasised the campaign’s message: “Whether you’re seeking new adventures or exploring deeper connections, Jamaica’s key pillars—our people, music, nature, cuisine, and culture—ensure unforgettable experiences.”

The campaign invites visitors to experience the contrasts that define Jamaica: from the lively to the laid-back, adventure to romance, and the stunning contrast between the island’s iconic mountains and pristine beaches. These contrasts underscore Jamaica’s versatility as a travel destination, ensuring that whether you seek adrenaline-pumping adventure or serene luxury, there is something to suit every taste.

With the Contrasts Campaign, the Jamaica Tourist Board seeks to engage travellers in a way that highlights the island’s cultural richness, natural beauty, and the warmth of its people. By sharing these multifaceted experiences, Jamaica encourages travellers to reconnect with themselves, immerse in vibrant music, indulge in local cuisine, and experience the island’s legendary hospitality.

This new initiative reinforces Jamaica’s commitment to remaining a top travel destination, inviting the world to explore all it has to offer—from the mountains to the beaches, the adventures to the moments of peace—Jamaica is truly a destination that has it all.

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