Who’s the best person to show you that There’s Always More to Jamaica? Someone who never stops exploring it.
Meet Justin Whitelocke, our dynamic host, helping you to see Jamaica through a new lens. Born and raised in Jamaica, Justin has a passion for exploring Jamaica’s hidden corners, scenic routes, and vibrant local communities, which he shares with his followers on social media. His love for nature, culture, and storytelling will inspire you to discover your own Jamaican experience. Let Justin spotlight community-led tourism experiences across the island, acting as your insider guide, from Maroon villages to family farms and eco-adventures off the beaten path. Learn about his journey, his favourite discoveries, and why he believes there’s always more to explore in Jamaica and let his story guide your next adventure.
How did your journey into exploring Jamaica’s hidden gems begin?
“My journey into exploring Jamaica’s hidden gems began in childhood. I would often accompany my parents to visit family in the countryside, which always turned into mini road trips involving stopping by various rivers, beaches, street food stalls, and fruit vendors along the way. Those childhood experiences helped me to appreciate the beauty in the everyday Jamaican experience.”
What draws you to Jamaica’s lesser-known places?
“Jamaica is one of the most naturally beautiful places in the entire world. What draws me to the lesser-known places is how untouched they feel and how well they exhibit the beauty of the island in its purest form. The people who reside in these less popular areas are often very warm, welcoming and proud to share their corner of Jamaica with any visitors who express genuine interest and respect.”
What do you wish more people knew about Jamaica?
“I wish more people knew just how diverse Jamaica truly is. Each parish offers something unique, whether you’re into adrenaline-filled adventures, luxury escapes, or rich cultural experiences. Jamaicans themselves are just as diverse, shaped by a deep history that has created a culture that exists nowhere else in the world. We are a very proud people, widely known for our accomplishments in music and sports, but we have also made major international contributions in fields like science, literature and the arts.”
Why do you believe travellers should choose community-based tourism?
“Community-based tourism allows for visitors to have an authentic, undiluted Jamaican experience. It also ensures that everyday Jamaicans can directly benefit from tourism, creating real earning opportunities and keeping our culture alive through shared experiences.”
What’s your top tip for someone visiting Jamaica?
“Talk to a local first! It’s always best to speak directly to a local Jamaican guide. They are the most knowledgeable and experienced when it comes to curating an authentic, worthwhile experience for visitors.”
What was it like working behind the scenes on the There’s Always More to Jamaica campaign?
“It was definitely an unforgettable experience for me. I got to explore parts of Jamaica that I have never been to before, and I’m truly grateful for the opportunity. I’m so honoured to be able to share these moments with the world.”
This campaign says, “There’s Always More to Jamaica.” What does that mean to you?
“Even if you’ve been to all 14 parishes across Jamaica and think you’ve experienced a lot of what the island has to offer, Jamaica will always surprise you. It could be a hidden waterfall, a secret river spot or meeting someone new who invites you to a cookout in The Blue Mountains. There is always more to discover, which is a part of what makes Jamaica so magical.”