Marketing the Caribbean: One Caribbean Canada Takes Center Stage
June 8, 2025
The concept of synergy rings true for the Caribbean. The whole is indeed greater than the sum of its parts.
A Jewel of Diversity
The Caribbean islands are not just vacation spots; they are vibrant tapestries woven with rich cultures, stunning marine ecosystems, and breathtaking landscapes. This unique combination makes the region a prime destination for travelers seeking more than just a getaway.
Introducing One Caribbean Canada
In a bold move to unify and promote the Caribbean as a collective gem, One Caribbean Canada (OCC) has emerged. This organization collaborates directly with tourism partners—ranging from tourism boards to hotels, villas, and airlines—to foster a focused marketing strategy.
A Crucial Economic Contributor
Tourism forms the backbone of many Caribbean economies, contributing about 50% of the Gross Domestic Product (GDP) in some countries. Recognizing this, OCC aims to elevate the entire region’s tourism appeal, making the Caribbean a single cohesive destination in the minds of travelers.
The Visionary Behind OCC
Nancy Drolet, the former business development representative for the Caribbean Tourism Organization (CTO) in Canada, spearheaded the initiative. With support from industry stakeholders, she aims to fill the void left when the CTO closed its offices in Toronto and New York back in 2019. This closure was part of a restructuring plan aimed at better promoting tourism in the region.
Harnessing Digital Strength
With nearly three decades of travel industry experience, Drolet understands the significance of a well-designed website for boosting tourism. It acts as a central hub for information, enhancing online visibility and increasing direct bookings.
“As we started working on it, we realized that so much of the information is consumer-friendly," says Drolet. "Consumers are hungry for information, and this gets them exposed to more Caribbean countries that they previously knew about."
A Streamlined Resource for Travelers
The organization has also crafted a user-friendly website designed to minimize the hassle travelers face when seeking information.
- Consistent Structure: Each Caribbean country’s page shares a uniform layout, making it easy for users to find what they need.
- Responsive Updates: Since its inception, the website has evolved based on user feedback, incorporating medical and accessibility information and even specifics about dive destinations with hyperbaric chambers.
Emerging Trends: Long-Stay Travel
The aftermath of the 2020 pandemic has significantly altered travel dynamics, spurring a rise in remote work and increased flexibility with travel arrangements. Consequently, there has been a noticeable uptrend in long-stay bookings in the Caribbean, reflecting a new traveler mindset.
Expanding Horizons
Starting with just 18 members, OCC has grown to 25, showcasing diverse Caribbean destinations such as Jamaica—a nation deeply reliant on tourism—and St. Eustatius, known as Statia, which is developing a new sustainable tourism master plan.
“This collaborative effort to unite a single marketing campaign is a game changer,” says Angella Bennett, the Jamaica Tourist Board (JTB) regional director in Canada. “This initiative aims to promote the region’s diverse offerings, enhance visibility, and drive tourism.”
Conclusion: A Bright Future Ahead
The One Caribbean Canada initiative exemplifies how collective action can amplify the Caribbean’s appeal. By promoting mutual strengths and addressing traveler needs, OCC is poised to reframe the Caribbean narrative, inviting tourists to explore the richness of these enchanting islands.
For more insights on the Caribbean tourism landscape, check out the Caribbean Tourism Organization.
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