‘Jamaica is…’ documentary series showcases culture, hidden gems

The Jamaica Tourist Board (JTB) has released the first installment of its limited documentary series, “Jamaica Is…”, spotlighting the island’s captivating South Coast.

JTB said on Thursday, Aug. 21, that this is the first of a six-part installment that will spotlight unique resort areas across the island, with new episodes launching monthly on the JTB’s YouTube channel. 

Upcoming episodes include Negril (Sept. 15) and Ocho Rios (Oct. 15).

Beginning in St. Elizabeth, JTB said viewers are immersed in the authentic spirit of the South Coast, where the mantra “Be a traveler, not a tourist” comes alive. 

JTB said viewers are invited to journey through the freshest seafood at Little Ochi, the breathtaking legend of Lover’s Leap, the serene beauty of the Black River with local icon Captain Dennis, and the cascading magic of YS Falls. 

Along the way, JTB said travelers can taste tradition at Appleton Estate, meet shrimp harvesters in Middle Quarters, and connect with locals whose stories root visitors deeply to Jamaica. 

“The video is more than showcasing scenery – it’s about the connection, culture, and true essence of the South Coast,” JTB said. 

Minister of Tourism Edmund Bartlett said, “This series is about showing the world that Jamaica is not just beautiful beaches – it’s our people, our traditions, and our way of life.

“The South Coast exemplifies this impeccably, offering travelers an experience that is as soulful as it is scenic,” he added. 

“With this series, we are inviting travelers to go beyond the well-known resorts and discover the hidden gems of our island,” said Donovan White, JTB Director of Tourism. “The South Coast is a place where culture, creativity, and community thrive, and we are proud to share these authentic stories with the world.”

You can watch the South Coast episode HERE.

For more information about Jamaica, please visit www.visitjamaica.com.