8 Years After Retiring, Usain Bolt Vows to Put Jamaica Back on the World Stage After Latest Achievement…
Eight years after retiring from athletics, Usain Bolt, the eight-time Olympic gold medalist, is determined to put Jamaica back on the world stage in his new role as the Jamaica Tourist Board’s Global Tourism Ambassador, announced on June 1, 2025, at Devon House. The sprint legend, whose 9.58-second 100m and 19.19-second 200m world records remain unbroken, aims to leverage his global fame to boost Jamaica’s tourism. “I will continue to represent my country to the best of my ability,” Bolt told the Jamaica Observer…
Eight years after his retirement from competitive athletics, sprinting legend Usain Bolt is charting a new course to uplift his homeland—not on the track, but in the global tourism arena. On May 21, 2025, at the historic Devon House in Kingston, Bolt was officially unveiled as the Jamaica Tourist Board’s Global Tourism Ambassador, a role that aims to harness his international celebrity to spotlight Jamaica as a premier travel destination.
The announcement marks a significant milestone for the eight-time Olympic gold medalist, whose record-breaking 9.58-second 100m and 19.19-second 200m sprints remain untouched over a decade later. But now, instead of starting blocks and finish lines, Bolt’s mission centers around airports, resorts, cultural landmarks, and digital campaigns designed to reignite interest in Jamaica amid stiff global tourism competition.
“I’ve always said that I’ll continue to represent my country to the best of my ability, whether I’m running or not,” Bolt told the Jamaica Observer during the unveiling ceremony. “Now, it’s about showing the world the beauty, culture, and energy of Jamaica through a different lens.”
Bolt’s appointment comes at a strategic time. Global tourism is still rebounding from pandemic-related slowdowns, and destinations like Jamaica are working harder than ever to recapture market share. As an instantly recognizable figure with fans across continents, Bolt offers a unique edge. His charisma, global reach, and authentic Jamaican identity make him an ideal figurehead for the island’s tourism push.
The Jamaica Tourist Board (JTB) has expressed high hopes for the partnership. Donovan White, Director of Tourism at the JTB, emphasized that Bolt’s global brand is aligned with Jamaica’s image as a vibrant and dynamic destination. “Usain is not just a sports icon—he’s a cultural ambassador. His influence spans from Asia to Europe, from the Americas to Africa. With him on board, we can open doors that were previously out of reach,” White said.
Bolt is expected to lead several global campaigns, including social media initiatives, in-person appearances, and tourism expos in key markets such as the United States, the United Kingdom, Canada, and Germany. He will also play a central role in promoting events like Reggae Sumfest, Carnival in Jamaica, and the island’s unique culinary and wellness offerings.
For Bolt, the role is more than ceremonial. He revealed plans to collaborate with Jamaican creatives and entrepreneurs to ensure tourism growth also supports local communities. “It’s not just about getting people here,” he said. “It’s about making sure that when they come, they experience the real Jamaica—and that our people benefit from it.”
Though his spikes may be hung up for good, Usain Bolt’s passion for elevating Jamaica remains as fast-paced and focused as ever. With this new chapter, the fastest man in history is set to help his country sprint toward a brighter, more globally connected future.
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