Years after dominating tracks around the globe, Usain Bolt is stepping into a new role for his homeland — as Jamaica’s newly appointed Global Tourism Ambassador.

The announcement was made at the Jamaica Tourist Board's 70th anniversary celebration held at the iconic Devon House in Kingston on Thursday, 24 May 2025. Jamaica’s Minister of Tourism, Edmund Bartlett, shared the news with pride, saying the move was a natural fit.

"Usain Bolt has been Jamaica's unofficial ambassador for years through his extraordinary athletic achievements and magnetic personality,” Bartlett said in a press release. “This appointment formalises what the world already knows – that Usain embodies the spirit, resilience, and excellence that defines Jamaica. His influence extends far beyond the track, and we're excited to channel that power toward building our nation's future."

Bolt, who retired from athletics in 2017, is considered one of the greatest sprinters in history. His career includes eight Olympic gold medals and 11 World Championship titles. He still holds the world records in the 100m and 200m sprints, as well as being part of Jamaica’s record-setting 4x100m relay team at the London 2012 Olympics.

Now 38, Bolt will front a series of international marketing campaigns designed to promote Jamaica as a premier travel destination. These will spotlight the island’s rich cultural heritage, breathtaking natural landscapes, music, food, and warm hospitality — all through Bolt’s signature charisma and global appeal.

The initiative aims to boost visitor numbers and support Jamaica’s ongoing tourism recovery and growth. As the island looks to position itself more prominently on the world stage, the world's fastest man is now helping ensure its future runs just as brilliantly as its past.

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