Jamaica's new tourism campaign, which focuses on outdoor programs and active travel, is designed to help tourists discover the island's natural beauty while remaining physically distant.
Bikes figured in the rollout of the new campaign.
The campaign is called Discover Jamaica by Bike and was unveiled Sept. 29. The Jamaica Cycling Association, along with Donovan White, the director of tourism, participated in the first leg of the Discover Jamaica By Bike tour, which began in Port Antonio on Oct. 2 and ended at Jamaica's Pegasus Hotel on Oct. 5.
By car, that's a distance of about 54 miles. By bike, going through the rolling hills, around the gullies and curves and skirting the beaches, the route is longer, at times steeper and a lot harder.
The tour was created to showcase Jamaica's natural environment and cultural hotspots, and it served as a pilot for a consumer biking experience that will roll out next spring.
The bike tour also marked the first step of Jamaica's new wellness initiative. Additional wellness-themed events will be announced soon at visitjamaica.com.
"Jamaica has always prided itself on delivering a tourism product that is ideally suited to deliver what visitors desire," said White.
"Discover Jamaica By Bike continues that legacy as it taps into our collective renewed focus on health and wellness coupled with safe, physically-distanced activities."
He added that cycling has become a fitness activity of choice for many through this pandemic.
"We're confident that the development of an experience around this itinerary will drive continued interest in the destination through a new lens," White said.