The Jamaica Tourist Board has released a marketing campaign encouraging visitors to return to the island after the “overlapping crises of the past three years”.

The tourism board has released an advert as part of the Come Back to Jamaica campaign which targets three types of travellers: adventure seekers, family planners and seasoned travellers.

It aims to “wet potential visitors’ appetites” and “welcome travellers back with open arms”.

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“In Jamaica, we have seen record levels of arrivals which exceed pre-Covid levels, demonstrating that our travel sector is resilient and so are travellers,” said Edmund Bartlett, minister of tourism for Jamaica.

“As the industry rebounds from the global pandemic which impacted each and every one of us, we want to let the world know that Jamaica is excited to welcome travellers back with open arms.

“Our Come Back to Jamaica campaign urges visitors to rediscover values perhaps lost before and during the overlapping crises of the past three years to help them rediscover their own sense of adventure, natural curiosity and human connection.”

Donovan White, Jamaica Tourist Board’s director of tourism, said of the advert: “We felt it was important to really show people what Jamaica is all about and what differentiates it from other competitive destinations.

“While we have plenty of sun, sea and sand, it’s our unique Jamaican culture from our music to our food to our people that really distinguishes us.

“It’s the reason travellers choose to come here; so they can experience and connect with our vibe that comes alive from arrival.”