TORONTO — With 18 weekly flights from Canada to Martinique this winter, there’s no shortage of lift – and now it’s time for the destination to show travellers from Ontario especially why Martinique is so magnifique.

“Having 18 weekly flights during this winter season is tremendous. It shows that demand is strong and that we have the confidence of the airlines. We really take that as an encouraging sign,” said Karine Roy-Camille, Deputy Director, Americas for the Martinique Tourism Authority, at last night’s ‘Martinique Sensation’ event at Malaparte in Toronto.

“But we still have so much to do because the challenge we’re facing is not about the product or the destination. It’s about awareness, particularly among travel advisors, because they cannot sell and promote Martinique as easily as other Caribbean destinations.”

FLIGHTS FROM TORONTO, PLUS YUL & YQB

In an interview with Travelweek, Roy-Camille noted that Martinique has been available from Montreal “for many, many years now,” and in Quebec City for two years. The island’s lift from Quebec City started with one seasonal winter flight with Air Canada. “They didn’t even finish the winter season before deciding to make the flight year-round. Then Air Transat arrived as well.”

For winter 2026-2027, Martinique now has three weekly flights out of Quebec City, year-round.

From Ontario, Martinique started out of Toronto two years ago with one weekly Air Canada flight. This season there are two flights with Air Canada and two flights with Air Transat.

“We still have a lot of work to do, particularly in Ontario,” said Roy-Camille. “It’s a big challenge for us to fill those flights because we have the confidence and trust of the airlines, but we have to help travel agents get to know the destination better and understand its assets.”

Karine Roy-Camille, Deputy Director, Americas for the Martinique Tourism Authority

CLUB MED & MORE

The good news: Martinique is a truly lovely Caribbean destination, with a sky-high 54% return rate from the Canadian market. The trade is mostly familiar with Martinique thanks to Club Med Buccaneer’s Creek. It’s the only all-inclusive on the island. 

“Club Med is our only all-inclusive resort, and that’s a choice we’ve made as a destination,” said Camille-Roy. “What we like is for our guests to arrive in Martinique, leave their luggage at their hotel, villa, guesthouse or condo, and then go out and explore.

The island has many smaller boutique hotels. About 50% of Martinique’s visitors stay in hotels and resorts, with the other 50% opting for villas, Airbnb and the like.

“Club Med is a fantastic property in an extraordinary location in Martinique,” said Roy-Camille. “It’s one of the best locations among all Club Med properties. But we have so many other accommodations and experiences to offer our guests. That’s why we have to educate travel agents first. They are definitely our priority because we believe they can be the best ambassadors for the destination.”

Club Med Buccaneer’s Creek recently opened its brand new Zen Oasis space. Highlights include 56 new accommodation units across seven buildings, including 36 Zen Oasis Deluxe Rooms and 20 Zen Oasis Suites. There’s also a new Zen swimming pool and ‘Cosy Corner’, and a new 68-seat dining area. 

PORT OF CALL POPULARITY

Many first-time visitors are familiar with Martinique thanks to its popularity on the Caribbean cruise circuit. 

The island is forecasting 275 cruise ship calls for the 2026-27 season, a 12.7% increase vs. 2025-2026. 

This coming season’s schedule includes 65 ships operated by 30 cruise lines. That number includes larger vessels, including MSC World Europa, alongside new luxury and ultra-luxury offerings from Four Seasons Yachts and Orient Express Sailing Yachts.

Resort partners and more joined the delegation for the Martinique Tourism Authority’s Toronto event at Malaparte

“PEOPLE LIKE THE FREEDOM TO EXPLORE MARTINIQUE” 

Roy-Camille said Martinique’s people are its biggest draw. “Visitors come for the first time, perhaps on a cruise or staying at Club Med. During their stay, they meet people. They meet the local population. The local population is our first asset.

“Twice a year, we conduct a survey with visitors as they’re leaving Martinique. They talk about the beaches, the gastronomy and the experiences. But the first reason they come back to Martinique is for the population, for the people they meet.”

The island is French and European, she added, with excellent infrastructure. “You can rent a car. You drive on the right side of the road, just like here. It’s so easy and convenient. People like the freedom to experience Martinique.”

Martinique “is on a human scale,” she added. “You can go hiking to see a volcano like Mount Pelée in the morning, then for lunch, you can experience a French-Creole gastronomic restaurant. In the afternoon, you can visit a distillery, and in the evening, you can meet with locals to learn about our lives and our history.”

The best news: all that lift this winter will make it easier for the Martinique Tourism Authority to organize FAMs from this market, she added.

More information is at Martinique.org.