TORONTO — Sunwing Vacations Group kicked off the 2025-26 winter season with its third annual Amplify leadership event, bringing together 160 EPIC leaders from its vacation and retail divisions to outline strategy, growth plans and market performance.
Held last week and sponsored by NexusTours, the event showcased strong early bookings, an expanded destination portfolio and continued investment across the group’s brands, signalling another promising winter ahead for Canada’s largest tour operator network.
“We are excited to see the momentum for the 2025-2026 winter season,” said Andrew Dawson, President of Sunwing Vacations Group, who shared the company’s ambitious winter plans. “Advance bookings are running ahead of last winter and we are excited to see so many vacationers taking advantage of the great Early Booking Bonus offers.
“We are especially thrilled to be expanding our reach with new destinations like Samana, Managua and San Andres for Sunwing Vacations and direct to Havana for WestJet Vacations.”
KEY UPDATES & GROWTH
With Sunwing Vacations Group now part of the WestJet Group following a 2023 acquisition deal, this year’s Amplify event featured several strategic business updates from WestJet Group executives. Vice President and Chief Commercial Officer John Weatherill reinforced WestJet’s commitment to growing the tour operator arm, while Executive Vice President and Chief Experience Officer Samantha Taylor outlined how WestJet’s ongoing investment in guest experience benefits Sunwing Vacations guests.
NexusTours also presented its expanded portfolio, including new branded catamarans, additional transfer vehicles and the launch of its Travel Agent Portal, now available to all advisors booking through Sunwing Vacations Group.
The event also recognized a number of brand milestones. Vacation Express reported a record-breaking year, particularly in Jamaica, while WestJet Vacations expanded its Latin American and Caribbean product. WestJet Vacations Quebec celebrated significant year-over-year growth, and Luxe Destination Weddings was highlighted as a top performer across the ecosystem, contributing to growth for Sunwing Weddings and Vacation Express.
The group also underscored its partnership with GlobalMedic, featuring a presentation by GlobalMedic head Rahul Singh who shared future plans and volunteer opportunities.
CUBA ON THE RISE
Another focus of the event was Cuba’s resurgence as a preferred winter destination. Improved infrastructure, refreshed product offerings and strong guest reviews are driving renewed confidence in the market.
“We’re seeing Canadian travellers rediscover what makes this destination so special,” said Dawson. “The combination of authentic culture, beautiful beaches, great value and improved guest experiences is creating incredible momentum.”
AGENT SUPPORT
These developments represent significant opportunities for Canadian travel advisors, who can tap into Sunwing Vacations Group’s broad destination network and enhanced guest experience to meet client demand this winter. Said Steph Ng, WestJet Group Vice President of Marketing: “We’re seeing momentous growth from travel advisors this winter. That’s why we continue to recognize our advisor community in this year’s winter campaign. They’re the driving force behind connecting Canadians to their dream vacations and we’re committed to supporting their success.”
