Pictured: Catadupa Heritage and Eco Tours

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The Jamaica Social Investment Fund and Jamaica Tourist Board Partner with Trove Tourism Development Advisors for Innovative Campaign

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NEW YORK, January 31, 2025 – The Jamaica Social Investment Fund (JSIF) and the Jamaica Tourist Board (JTB) have selected Trove Tourism Development Advisors to spearhead the development of an international marketing strategy and campaign promoting Community-Based Tourism (CBT) in Jamaica. This campaign is being executed on behalf of the Jamaica Tourist Board (JTB). This initiative marks a significant milestone in showcasing alternative, authentic Jamaican travel experiences to global audiences across North America, the UK, Europe, Latin America, and the Caribbean.

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“The campaign aims to amplify a win-win tourism model—providing travelers with authentic, immersive experiences while driving sustainable economic growth within Jamaican communities,” said Donovan White, Director of Tourism at JTB, the organization responsible for Jamaica’s global tourism marketing. “CBT offers culturally rich and meaningful alternatives to resort-based vacations, fostering local job creation and entrepreneurship through experiences deeply rooted in Jamaica’s heritage and natural beauty.”

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“We are excited to partner with Trove once again to elevate Jamaica’s community-based tourism offerings worldwide,” said Larisa McBean, Tourism Specialist at JSIF, which focuses on driving social development and economic growth in Jamaica’s underserved communities through investments in tourism and other key sectors. “This project will forge meaningful connections between global travelers and Jamaica’s dynamic communities, benefitting both visitors and locals while boosting economic opportunities in less visited areas.”

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This new project builds on Trove’s previous collaboration with JSIF and the Tourism Product Development Company (TPDCo.) under the Second Rural Economic Development Initiative (REDI II), which is funded by the Government of Jamaica and the World Bank. While this campaign focused on strengthening the capacity of CBT enterprises and engaging local Jamaicans through an island-wide domestic campaign, the upcoming international campaign will take these efforts further, promoting Jamaica’s vibrant communities and unique cultural experiences on the global stage.

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For more information about Trove Tourism Development Advisors and our work, visit https://www.trovetourism.com/ 

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ABOUT THE 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 17^th 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 12^th time.

For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB's Website at www.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 www.visitjamaica.com/blog/.

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About the JAMAICA SOCIAL INVESTMENT FUND (JSIF)

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The Jamaica Social Investment Fund (JSIF) was established in 1996 as a component of the Government of Jamaica’s (GoJ's) national poverty alleviation strategy. The Fund was designed primarily to channel resources to small-scale, community-based projects. Over time, and in response to the complexity of development needs, projects implemented have become increasingly more diverse.

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The operations of the JSIF were initially funded by a loan negotiated between the GoJ and the World Bank. Though the JSIF was initially established as a temporary organization with an initial lifespan of four (4) years, it has been in operation for almost 30 years and presently has agreements that will continue until 2029.

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About TROVE

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Trove Tourism Development Advisors, “Trove,” is the leading agency specializing in tourism strategy and marketing, working directly with destinations to drive sustainable growth and visibility in international markets. Trove has extensive experience with CBT campaigns both within Jamaica and internationally, and the team's experience is specifically in bridging local heritage organizations with trade partners and marketing channels to create impactful and sustainable tourism strategies. With experience working alongside over 25 destinations, including Malaysia, Samoa, Barbados, Bahamas, and Ras Al Khaimah, our team is committed to crafting innovative strategies and campaigns that highlight the unique attributes of each destination.  We offer a full range of services, including market and destination research, brand development, and marketing strategy, helping tourism destinations—large and small—develop and implement effective tourism development, marketing, and branding strategies.

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For inquiries, please contact:

Danny Cohanpour, CEO

Tel: +15162338931

Email: danny@trovetourism.com

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