The Cayman Islands | “Welcome to vaCay”, a Global Campaign to Redefine the Identity of the Destination Launched

The Cayman Islands, a British Overseas Territory which encompasses 3 islands in the western Caribbean zone, a stunning tropical and sunny gateway in the Greater Antilles, highlighted by idyllic beaches, renowned scuba diving and snorkerling sites, a paradise for sailing, boasting a diverse wildlife, great food and a vibrant atmosphere through its Department of Tourism officially launched “Welcome to vaCay” a global campaign to redefine the identity of the destination. 

With an approach that breaks the mold of traditional tourism marketing, the initiative aims to position the Cayman Islands as the right antidote to overcrowded vacations, offering an authentic, revitalizing, and stress - free experience.

This new brand campaign, which debuted on 7th October 2025 focuses on the idea that a great vacation doesn’t need to be busy and the three islands nation is encouraging travellers and the advisors who sell it to remember the value of slowing down. 

Director of tourism for the Cayman Islands, Rosa Harris said that the idea for “Welcome to vaCay” came from a simple truth : vacation is broken.” What was once restorative has become another source of stress, packed itineraries and pressure to “do it all”. The Cayman Islands wanted to change that narrative and remind travellers what a true escape feels like : no alarms no lists, no stress.

“Welcome to vaCay” will have global reach, an emphasis will be placed on key U.S. markets such as Boston, Chicago, Los Angeles, Miami and New York, and according to the Cayman Islands Department of Tourism will include ads on TV and streaming services as well as full social media rollout.

The head of tourism of the Cayman Islands said that in partnership with the global marketing agency Grey New York which produced a 30 - second spot narrated by Caymanian actress Rita Estevanovich and the directing duo Mathery, with the participation of a team composed of over 85% local talents, Cayman Island Tourism conducted research of 2.000 American tourists that revealed the modern traveller’s fatigue. Nearly 4 in ten (39%) said they return home needing another vacation, while almost half (49%) come back exhausted or stressed. 

In contrast, travellers who’ve visited the Cayman Islands describe their experience as relaxing (60%), a clear proof point that the three Islands deliver the antidote travellers are searching for. 

Director of tourism for the Cayman Islands stated that travel advisors will play a key role in delivering that message. The Tourist Board of the Caymans is currently working on assets and resources for travel agents that will be rolled out in the coming weeks.

The campaign centres around aspects of the Cayman Islands aspects that have to be always highlighted such as the effortless luxury that can be found in the archipelago, the standout food scene, experiences suitable for all generations and vibrant local culture, all of which is familiar to travel advisors who sell the Cayman Islands as destination. 

For starters, a refresh of VisitCaymanislands.com features influencer itineraries through a partnership with the travel app Steller.  Planners can discover first - hand reviews, suggestions, inspiration and feedback from fellow travellers to recommend to their clients, from places to stay, must - try restaurants to local experience and advises from tour operators. 

In addition the campaign theme will be weaved into fam trips, training and co - op marketing. “Welcome to vaCay” will be incorporated into all aspects of the Cayman Tourism so in this way travel advisors can have a full understanding of what the initiative looks like.

According to the Director, the campaigns is a strategy for sustainable, high - value growth, and directly supports the organization growing room stock, increasing average spend and maintaining a strong average length of stay.

 The balance between promoting rest and driving revenue may prove to be the campaing’s most interesting test. In targeting “high value travellers” such as couples, multigenerational families and culinary enthusiasts, Cayman Tourism is betting that slower travel can still yield stronger economic results. 

The Cayman Tourism Director added that the destination’s goal is to attract travellers who value connection, authenticity and time well spent, visitors who stay longer, spend more, and engage with local culture. Ultimately, this brand evolution meets travellers where they are : ready to slow down and rediscover what vacation should be.

This innovative global initiative marks a new chapter in the identity of the Cayman Islands, highlighting every element of the campaign from its visual narrative to its creative execution to position the destination where vacations finally become vacations once again.

Link 
https://www.travelweekly.com/Caribbean-Travel/Insights/New-Cayman-Islands-vacation-campaign-encourages-slow-travel

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