The Jamaica Tourist Board (JTB) surprised downtown office workers and visitors at New York City’s Brookfield Place on Wednesday, February 12, with a full day of festivities. The event celebrated the island’s upcoming Carnival and spring break season, plus the launch of its new “Contrast” campaign—an invitation for travelers to rediscover their most relaxed selves in Jamaica.
The daylong pop-up featured live reggae music and dazzling performances by traditional “mas” Carnival dancers as well as free samples of Jamaican candies, banana chips, and authentic Jamaican Blue Mountain coffee. Visitors also enjoyed complimentary patties from local Caribbean restaurant Jumieka Grand and had the opportunity to enter to win a free four-day Jamaica getaway in partnership with hotels including Iberostar, Deja Resort, The Cliff Hotel and Breathless Montego Bay – bringing them one step closer to experiencing Jamaica’s vibrant culture firsthand.
“Through nonstop music, food, and fun, we brought a taste of sun-soaked Jamaica and our signature Irie spirit to New Yorkers during the heart of winter.”
Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, added: “But there’s nothing quite like experiencing Jamaica firsthand. From the electrifying energy of Carnival to the year-round allure of our six diverse resort areas, visitors can indulge in everything from pristine beaches and exhilarating outdoor adventures to rich cultural experiences and luxury offerings.”
The JTB was also joined by certified Jamaica Travel Specialists as well as representatives from destination hotel partners includingPalladium Resorts, Catalonia Montego Bay, The Cliff Hotel, Deja All-Inclusive Resort, Riu Resorts, Royalton Resorts, Bahia Principe Resorts, Sandals Resorts, and Breathless Resorts.
This event kicked off the JTB Winter Sales Blitz from February 11-13, where a group of dedicated agents, hotel partners and JTB reps visited hundreds of travel advisors and agencies across New York, including Westchester, Long Island, and Brooklyn.
“Our incredible tourism partners, including our sales team, travel specialists, and hoteliers, successfully drive visibility, attraction, and sales for Jamaica every year,” said Jamaica’s Director of Tourism, Donovan White. “With their hard work and dedication, we are able to maintain and improve visitation each year. In fact, we’re already off to a strong start this winter with an almost 13% increase in airline seats year-over-year. We were ecstatic to see all the Jamaican pride being shared at this lively New York event and are eternally grateful to our partners for their ongoing support.”
For more information about Jamaica, please visit jamaica.com.
JAMAICA TOURIST BOARD
The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.
Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition. In 2025, TripAdvisor® ranked Jamaica as the #13 Best Honeymoon Destination, #11 Best Culinary Destination, and #24 Best Cultural Destination in the World. In 2024, Jamaica was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fifth consecutive year by the World Travel Awards, which also named the JTB the ‘Caribbean’s Leading Tourist Board’ for the 17th consecutive year.
Jamaica earned six Travvy Awards, including a gold for ‘Best Travel Agent Academy Program’ and silver for ‘Best Culinary Destination – Caribbean’ and ‘Best Tourism Board – Caribbean’. The destination also received bronze recognition for ‘Best Destination – Caribbean’, ‘Best Wedding Destination – Caribbean’, and ‘Best Honeymoon Destination – Caribbean’. Additionally, Jamaica received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time.
For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at visitjamaica.com or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422). Follow the JTB on Facebook, X, Instagram, Pinterest and YouTube. View the JTB blog at visitjamaica.com/blog/.
SEEN IN MAIN IMAGE: Representatives of the Jamaica Tourist Board, destination hotel partners, travel agents and carnival dancers gathered in the Winter Garden at Brookfield Place during a daylong activation promoting Jamaica tourism.
