NASSAU — The Bahamas Ministry of Tourism, Investments & Aviation has named Siren Communications as its agency of record in Canada, effective immediately.

The new partnership underscores the Ministry’s focus on deepening engagement with one of its most important and fastest-growing international markets.

“Canada is one of our most valued markets, and we are focused on inspiring more Canadians to experience the warmth of our people, the richness of our culture, and the diversity of our islands throughout the year,” said Latia Duncombe, Director General, The Bahamas Ministry of Tourism, Investments & Aviation. “Siren’s expertise and familiarity with The Bahamas make them an ideal partner as we strengthen our presence in Canada.”

Canadian travellers consistently rank The Bahamas among their top sun destinations, drawn by the country’s turquoise waters, vibrant festivals and cultural depth. With expanded airlift now available from key Canadian gateways, the Ministry is investing in marketing initiatives to drive year-round demand, supported by its refreshed global brand campaign.

The appointment of Siren Communications comes at a timely moment, aligning with the Ministry’s new brand campaign, ‘The Bahamas: A Lifetime of Islands,’ which launched in April 2025. The campaign encourages visitors to explore the lesser-known islands and discover distinct experiences across the archipelago’s 700 islands and cays, including its 16 primary destinations.

“Our new partnership with Siren Communications comes at a pivotal time as we continue to invest in the Canadian market,” added Duncombe.

Toronto-based Siren Communications brings over 20 years of experience in travel and tourism representation, including long-standing relationships with notable Bahamian properties such as Atlantis Paradise Island and The Ocean Club.

“We are honoured to represent The Bahamas in the Canadian market,” said Ann Layton, Founder and President of Siren Communications. “Our team has a deep appreciation for the islands, the culture and the people of The Bahamas, and we are excited to help connect more Canadians to the incredible experiences that await them across the archipelago.”

For more information on The Islands of The Bahamas, visit www.bahamas.com.