Meagan Drillinger
In a travel industry fueled by bucket lists and "must-dos," the Cayman Islands is betting that less really is more.
Its new brand campaign, "Welcome to vaCay," which debuted Oct. 7, centers on the idea that a great vacation doesn't need to be busy. The three-island nation is encouraging travelers -- and the advisors who sell it -- to remember the value of slowing down.
"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,'" said Rosa Harris, director of tourism for the Cayman Islands. "The Cayman Islands wanted to change that narrative and remind travelers what a true escape feels like: no alarms, no lists, no stress."
While the campaign will have global reach, an emphasis will be placed on key U.S. markets such as Boston, Chicago, Los Angeles, Miami and New York, according to the Cayman Islands Department of Tourism. Components will include ads on TV and streaming services as well as a full social media rollout.
In partnership with the global marketing agency Grey New York, Cayman Islands Tourism conducted research of 2,000 U.S. travelers that revealed the modern traveler's fatigue. "Nearly 4 in 10 (39%) said they return home needing another vacation, while almost half (49%) come back feeling exhausted or stressed," Harris said. "In contrast, travelers who've visited Cayman describe their experience as relaxing (60%), a clear proof point that Cayman delivers the antidote travelers are searching for."
Where travel agents fit in
Travel advisors will play a key role in delivering that message, Harris said.
"Our team is currently working on assets and resources for travel advisors that will be rolled out in the coming weeks," she said. "'Welcome to vaCay' centers around aspects of the Cayman Islands that we have always highlighted -- the effortless luxury that can be found here, our 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."
For starters, a refresh of VisitCaymanIslands.com features influencer itineraries through a partnership with the travel app Steller. "With just a tap, planners can discover first-hand reviews and inspiration from fellow travelers to recommend to their clients, from places to stay and must-try restaurants to local experiences and tour operators," she said.
The "Welcome to vaCay" theme will also be weaved into fam trips, training and co-op marketing. "'Welcome to vaCay' will be incorporated into all aspects of our work … so travel advisors can have a full understanding of what a 'vaCay' looks like," Harris added.
The campaign is a strategy for sustainable, high-value growth, according to the tourism director.
"'Welcome to vaCay' directly supports our long-term tourism strategy to move to our next milestone for visitation to support our growing room stock, increase average spend and maintain a strong average length of stay," Harris said.
The balance between promoting rest and driving revenue may prove to be the campaign's most interesting test. In targeting "high-value travelers" such as couples, multigenerational families and culinary enthusiasts, Cayman Tourism is betting that slower travel can still yield stronger economic results.
"Our goal is to attract travelers who value connection, authenticity and time well spent. It draws visitors who stay longer, spend more, and engage with our culture," Harris said. "Ultimately, this brand evolution meets travelers where they are: ready to slow down and rediscover what vacation should be."