TORONTO — The Caribbean took centre stage in Toronto yesterday at the One Caribbean Canada Media Awards, using the occasion to provide timely updates and share key developments from across the region. 

Held May 21 at Old Mill Toronto, the event brought together destination representatives and tourism partners for a luncheon, awards ceremony and networking sessions, offering a focused snapshot of how Caribbean tourism boards are positioning for the seasons ahead.

Here are some updates:

ANTIGUA & BARBUDA: STRONG SUMMER LOADS

Antigua and Barbuda posted double-digit Canadian growth during the first quarter of the year, with strong performance continuing into the summer booking period.

Kyle Christian, Antigua and Barbuda Tourism Authority

“We’ve seen very strong growth out of Canada,” said Kyle Christian of the Antigua and Barbuda Tourism Authority. “Canadians are looking for new places to go.”

Summer demand is being supported by weekly flights with Air Canada and WestJet, as well as a jam-packed calendar of events, most notably Carnival in the months of July and August. 

“We looked at a flight around that time and saw that it’s a full flight going down. So we’re very encouraged by the strong loads for the summer season,” said Christian.

Looking ahead, Antigua and Barbuda is preparing for several notable luxury hotel openings, including the wellness-focused Moon Gate Hotel near Half Moon Bay, opening in August, and the highly anticipated Nobu Beach Inn Barbuda, opening this winter.

“That’s the direction Antigua is going in — more luxury,” Christian said.

He added that the destination continues to promote experiences beyond the beach, including ziplining, stingray encounters, kayaking and scuba diving.

“The beach is just the beginning,” he said. “We encourage people to get off the resort and explore.”

ARUBA: MULTI-GENERATIONAL APPEAL

Liliana Mancini, BDM-Canada, Aruba Tourism Authority (left) and Meghan McEwan, Zeno Group

Aruba is seeing growing summer demand from Canadian families, particularly multigenerational groups travelling together during school holidays.

“We’ve been seeing this trend even before Covid,” said Liliana Mancini, Business Development Manager – Canada for the Aruba Tourism Authority. “Now we’re seeing mom and dad, grandma and grandpa all travelling together.”

Mancini said rising domestic travel costs within Canada are also encouraging travellers to consider Caribbean vacations instead of road trips.

“People are looking at the price of gas, hotels and travel within Canada and deciding they may as well spend quality time somewhere warm together,” she said.

While Aruba is not positioned as a budget destination, Mancini said travellers continue to see strong value in the island’s culinary scene, safety and overall visitor experience.

“Safety is a huge factor,” she said. “Aruba is one of the safest islands in the Caribbean.”

Additional summer airlift from WestJet, alongside year-round Air Canada service and new Porter Airlines flights launching this fall, is also helping support demand.

On the hotel front, Aruba recently welcomed several major openings, including Iberostar, St. Regis Aruba and Secrets Baby Beach Aruba.

THE BAHAMAS: AN EXPLOSION OF AIRLIFT

Quinn Brown, Bahamas Tourist Office Canada

The Bahamas saw significant airlift growth from Canada this past winter, with new service from Porter Airlines out of Toronto, Ottawa and most recently Montreal (seasonal), and expanded routes from Air Canada out of Atlantic Canada.

“We’ve seen an explosion of airlift across Canada,” said Quinn Brown of the Bahamas Tourist Office Canada. “We’ve been really lucky.”

Beyond Nassau and Paradise Island, Brown said travellers are increasingly seeking experiences in the Out Islands, which consist of about 700 unspoiled islands and cays including Eleuthera, Exuma and Grand Bahama Island.

“Each island has its own unique character,” he said. “People are looking for destinations that feel less travelled.”

Accommodation options range from ultra-luxury private island resorts like Musha Cay to boutique hotels like the new Baymahni Resort, both in the Exumas.

Brown also highlighted the Bahamas’ longstanding People-to-People free program, which connects visitors with local residents and cultural experiences. Available on Bahamas.com, activities and excursions are tailored to visitors’ interests, from scuba diving to sampling home-cooked corn fritters at a local’s home. 

“It’s about getting people off the resorts and into the culture,” he said. “Those are the experiences people remember.”

The Bahamas also recently welcomed a new tourism minister, Glenys Margaret Hanna-Martin, who Brown said is expected to bring a renewed focus on cultural tourism initiatives.

GRENADA: BEYOND THE BEACH

Sekhou Stroude, Director of Sales-Canada, Grenada Tourism Authority

Grenada is optimistic about increased Canadian demand this summer, supported by strong airlift and the island’s position below the hurricane belt.

“We are in a very good position to attract Canadian visitors,” said Sekhou Stroude, Director of Sales – Canada for the Grenada Tourism Authority.

Stroude pointed to geopolitical uncertainty and shifting Canadian travel preferences as factors driving interest in Caribbean destinations.

“Grenada is safe and because we’re geographically below the hurricane belt, summer is always a good time to visit,” he said.

Air Canada currently operates two weekly summer flights to Grenada, increasing to three weekly services during winter. The destination is also in discussions with WestJet about extending its seasonal schedule.

“We’re hopeful WestJet will start earlier and operate longer because demand has been very strong,” Stroude said.

Grenada’s tourism strategy also focuses heavily on encouraging travellers to leave their resorts and experience the island’s culture and cuisine.

“We are not a resort-only destination,” he said. “We want visitors to explore the island, eat local food and experience the culture.”

JAMAICA: REBUILDING & REIMAGINING

Oral Chambers, Business Development Manager, Jamaica Tourist Board

Jamaica continues to rebound strongly following last year’s hurricane, with recovery efforts now shifting into rebuilding and redevelopment mode.

“Jamaicans are incredibly resilient,” said Oral Chambers, Business Development Manager at the Jamaica Tourist Board. “Even immediately after the storm, people never lost their smiles or their warmth. Visitors were returning within two months and experiencing genuine Jamaican hospitality, even from people who had lost homes and livelihoods.”

Chambers said the island’s infrastructure recovery progressed quickly thanks to both local response efforts and international support, including Canadian crews assisting with power restoration.

“We’re way ahead in recovery,” he said. “Now it’s more about rebuilding, reimagining and putting in new infrastructure.”

Approximately 75% of hotel inventory is currently open, with many remaining closures tied to major renovations and repositioning projects. Chambers added that Jamaica is expected to emerge with even more room inventory by 2027 than it had prior to the storm.

The destination is also seeing strong Canadian demand heading into winter, prompting expanded airlift. In addition to existing service from Air Canada, WestJet, Air Transat and Flair, Porter Airlines will launch seasonal service from Hamilton and Ottawa to Montego Bay beginning this November.

“The demand from Canadians has been very encouraging,” said Chambers.

He also credited travel advisors for helping drive bookings and maintain confidence in the destination.

“Our travel advisors are special to us,” he said. “We engage with them constantly through training, updates and immersive experiences in Jamaica. We build real relationships with them and when Jamaica needs support, they respond overwhelmingly.”

NASSAU & PARADISE ISLAND: EASY TO GET TO

Brent Carnegie, Nassau Paradise Island Promotion Board

Nassau Paradise Island recorded one of its strongest winters ever, supported by expanded Canadian airlift and growing traveller confidence.

“We went from 28 flights a week to 42 flights a week across Canada,” said Brent Carnegie, Canadian representative for the Nassau Paradise Island Promotion Board. “Porter added two new gateways – Ottawa and Halifax – and continues to fly during the summer three times a week out of Toronto, along with Air Canada service. So we’re looking really good in terms of airlift.”

Notably, Carnegie added, Air Transat Holidays will also begin packaging Nassau vacations with Porter Airlines flights starting in November.

“That’s huge news for us,” Carnegie said.

He added that several factors are contributing to increased demand, including travellers staying closer to home and seeking destinations perceived as safe and easy to reach.

“We’re only about three hours away,” he said. “People know the Bahamas, they feel comfortable there and they feel safe.”

ST. KITTS: RIDING MOMENTUM

Mark Johnston, Fathrom Co. for St. Kitts Tourism Authority

St. Kitts enjoyed a strong winter season and is carrying momentum into summer with major events and future hotel development plans.

“We’ve had a good winter, very positive,” said Mark Johnston of Fathom Co., which represents the St. Kitts Tourism Authority in Canada.

The island’s annual Restaurant Week has expanded into Restaurant Month for its 10th anniversary, while the St. Kitts Music Festival is expected to once again draw large crowds, with Boys II Men set to headline this year’s event.

Air Canada remains the island’s primary Canadian airline partner, operating weekly winter service from Toronto. During summer, travellers can connect through Miami with daily flights onward to St. Kitts.

Looking ahead, Johnston confirmed that plans for a Ritz-Carlton property have officially received approval and completed the environmental review process.

He also acknowledged that St. Kitts is positioned as a higher-end destination but said the island still offers strong value across a range of accommodation types.

“There are hotels for every budget,” he said. “And once you’re there, everything is close together. You can walk to beaches, restaurants, clubs and grocery stores, which helps travellers manage costs.”

ST. MAARTEN: SOMETHING FOR EVERYONE

VoX International’s Jocelyn Black (left) and Cari Marotta, representative of the St. Maarten Tourism Office

According to Cari Marotta of VoX International, which represents the St. Maarten Tourism Office in Canada, the island is seeing increased summer interest from Canadians, thanks in large part to expanded airlift.

“St. Maarten used to be more of a seasonal destination but now WestJet and Air Canada have direct flights from Toronto in the summer, Air Transat will pick up in the fall from Montreal plus there’ll be additional flights with WestJet and Air Canada,” she said.  

Marotta added that travellers are discovering the value proposition of visiting during lower season.

“You get all the same activities without the crowds and often at better pricing,” she said.

When asked how St. Maarten can be positioned for more budget-conscious travellers, Marotta pointed to the island’s accommodation mix, which ranges from apartments and self-catering units to luxury resorts.

“Plus, there are fabulous grocery stores, local restaurants and roadside barbecue spots called lolos where travellers can eat very affordably,” Marotta said.

The island continues to emphasize experiential travel through its calendar of festivals and events, including the Flavors food festival, AFKA Afro-Karibe Festival, the Heineken Regatta and SXM Music Festival.

“We’re known as the Friendly Island,” she said. “People really want to share their stories and culture with visitors.”

ST. VINCENT AND THE GRENADINES: NATURE & ADVENTURE

Anja Brokjans (left), VoX International, and St. Vincent and the Grenadines Tourism Office’s Shelley John, Director of Sales (centre) and Andrew Phillips

St. Vincent and the Grenadines recorded a 15% increase in Canadian arrivals in the first quarter of the year, driven largely by demand for eco-conscious and lesser-known destinations.

“Canadians are looking for smaller destinations with sustainable initiatives and fewer crowds,” said Shelley John, Director of Sales – Canada for the St. Vincent and the Grenadines Tourism Office. “That’s exactly what we offer.”

Summer travel remains buoyed by Vincy Mas carnival celebrations and diaspora traffic, while Air Canada continues to operate weekly summer service and twice-weekly winter flights.

John said the destination continues to market itself around nature and adventure experiences, including volcano hiking, waterfalls, black- and white-sand beaches and island hopping across its 32 islands.

“We have over 100 waterfalls, lots of hiking trails and opportunities to see our endangered national bird,” she said.

Sandals Saint Vincent and the Grenadines also continues to perform strongly, with additional Rondoval and Butler suites recently added to inventory.

The tourism office is also expanding its travel advisor engagement through its new SVG Global Diamond Travel Awards program, which rewards agents for completing training and logging bookings through DiscoverSVGPro.com. 

“We’ve been giving away prizes every month and later this year we’ll host top-performing advisors from Canada, the U.S. and the UK,” said John.

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