Usain Bolt, eight-time Olympic gold medalist and widely regarded as the fastest man alive, has been officially named Jamaica’s global ambassador as the Jamaica Tourist Board (JTB) celebrates its 70th anniversary.

The announcement was made by Director of Tourism Donovan White during a commemorative event at the historic Devon House in Kingston on May 22. Bolt will be the face of a new global marketing campaign scheduled to launch in August, which will be fully integrated across digital and traditional media.

White emphasized the importance of modern marketing strategies, stating, “We have been building fully integrated campaigns to tell the Jamaica story. Today, unlike eight years ago, the JTB and its methodologies of marketing are fully technology integrated. If we cannot integrate, then we cannot do it, and as we traverse this digital space, one of the critical components of integrated digital marketing is content – loads of it.”

Bolt, who holds world records in both the 100 and 200 metres, expressed his pride in officially representing Jamaica on the world stage.

“I will continue to represent my country to the best of my ability,” said Bolt. “I want to thank the Tourist Board, the minister, and everyone who has been part of making this happen. We have a deal, but we’re trying to make it a lifetime, right? We’re going to work on that.”

He added, “I look forward to making an impact as always, to put Jamaica to the world and to represent the country as best as possible. I will continue pushing to make Jamaica number one. As I said, I always try to keep the flag flying high and to make Jamaica proud. Thanks for the support as always.”

Minister of Tourism Edmund Bartlett praised Bolt’s enduring influence and described the appointment as both symbolic and strategic.

“Usain Bolt has been Jamaica’s unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality. This appointment formalizes what the world already knows; Usain embodies the spirit, resilience, and excellence that define Jamaica,” said Bartlett.

“His influence extends far beyond the track, and we’re excited to channel that power toward building our nation’s future.”

The campaign is expected to harness Bolt’s global reach and charisma to attract new visitors, especially from emerging travel markets, while reinforcing Jamaica’s brand as a top-tier destination steeped in culture, pride, and excellence.

Bolt’s appointment comes at a time when the JTB is focused on increasing visitor engagement through content-rich digital strategies, showcasing Jamaica’s diverse offerings to a global audience.

The retired sprinter’s partnership with the JTB is being positioned not just as a marketing effort, but as a long-term national investment aimed at aligning the island’s international image with one of its most iconic and beloved figures.

As Jamaica prepares to launch its new tourism campaign, Usain Bolt’s legacy as a symbol of national pride and global influence is now being woven even more deeply into the country’s future.