Published on September 16, 2025
The Jamaica Tourist Board (JTB) has just kicked off an exciting new project that showcases everything the island has to offer, beyond its stunning beaches. Enter JAPEX 2025, a six-part documentary series titled “Jamaica Is… Told by Locals.” Each short film dives into the vibrant pulse of Jamaican life, exploring its music, food, mountains, and stories that span generations. The aim? To give future visitors a full picture, blending laid-back vibes with a treasure trove of sites, traditions, and eco-friendly adventures, reminding the world that Jamaica is much more than a sunbather’s paradise.
A Deep Dive into Jamaica’s Cultural and Natural Heritage
“Jamaica Is…” spotlights the South Coast in its opening episode, where every hillside buzzes with culture and emerald rivers kiss the shore. The journey takes viewers through the sophisticated St. Elizabeth, showcasing breathtaking spots like the dramatic overlook at Lover’s Leap and the lazy, shimmering Black River, perfect for paddle-boarders and bird-watchers. Eco-tours here leave a light footprint and a lasting smile.
But the surprises don’t stop there! Little Ochi serves up the freshest catch with a laid-back island flair, while YS Falls dazzles with cascading ribbons of water framed by tranquil pine paths. The episode also celebrates the joyful side of alcohol at the Appleton Estate, home to Jamaica’s famous rum, where sugar, soil, and sunshine create liquid gold. Closer to the coast, the market at Middle Quarters hums with the rhythm of long-held cooking traditions, where the salty sweetness of peppered shrimp proves that age-old recipes never go out of style.
Bringing Jamaica’s Diverse Regions to Life
Each upcoming episode will delve deeper into different parts of Jamaica. Negril’s sandy beaches and laid-back vibe will take center stage on September 15, while Ocho Rios will showcase its natural beauty and cultural landmarks in the episode airing on October 15. Later episodes will continue to explore Jamaica’s diverse regions, focusing on local experiences, authentic traditions, and community stories.
By promoting these immersive, local-driven experiences, the Jamaica Tourist Board hopes to attract global travelers looking for more than just typical tourist attractions. The series aims to highlight Jamaica’s commitment to sustainable tourism, showcasing the island as a destination that nurtures both its natural environment and cultural heritage.
JAPEX 2025: Connecting Tourism Professionals Worldwide
Alongside the documentary series, the JTB is gearing up for its signature tourism trade event, the Jamaica Product Exchange (JAPEX), set to take place from September 22 to 24, 2025, at the Montego Bay Convention Centre. JAPEX 2025 will bring together international buyers, tour operators, travel professionals, and media representatives to explore the island’s attractions, accommodations, and partnerships. This event plays a crucial role in promoting Jamaica as a leading global tourist destination.
After the trade event, participating agents and guests will embark on curated tours across Jamaica to experience its diverse offerings firsthand, solidifying Jamaica’s position in global tourism markets.
Jamaica as an Aspirational Destination for Indian Travelers
The “Jamaica Is…” documentary series is expected to resonate with Indian travelers, who are increasingly seeking destinations rich in cultural depth and meaningful engagement. The series highlights experiences beyond the typical vacation spots, such as local food, traditions, and eco-tourism. As Jamaica grows in popularity as a long-haul destination for leisure, weddings, and celebrations, the JTB is eager to engage with India’s expanding outbound travel market.
Why Jamaica Should Be Your Next Travel Destination
If you’re dreaming of a getaway that goes beyond sunbathing, make Jamaica your next stop. This island is bursting with colorful history, jaw-dropping landscapes, and a genuine dedication to preserving its beauty. With surprisingly short flights and hotels that keep getting better each year, Jamaica is turning heads worldwide.
No matter the purpose of your trip—whether you’re making family memories, kicking off a honeymoon, or diving into local culture—you’ll find something that fits the bill. Picture quiet coves next to wild river hikes, lively street fairs, and dining that sets your taste buds dancing. From family resorts to mountain retreats, Jamaica is all about mixing fun with unforgettable surprises.
Plan Your Journey with the Jamaica Tourist Board
Planning your next getaway? Check out the official Jamaica Tourist Board website. It features everything from must-see attractions and places to stay to the latest events happening all over the island. If you dream of soaking up the sun on picture-perfect beaches, diving deep into vibrant culture, or learning about colorful local traditions, this site is the best first step on your adventure to Jamaica.
So, what are you waiting for? Are you ready to explore the real Jamaica?