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Cayman Islands launches 'Welcome to vaCay'

Calm Seven Mile Beach shoreline with turquoise water and palms, evoking slow travel and the Cayman Islands' "Welcome to vaCay" message.
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5 min read

In a travel market driven by bucket lists and fear of missing out, the Cayman Islands is taking the opposite tack. Its new brand platform, "Welcome to vaCay," launched internationally on October 7, reframes vacation as restorative rather than relentless. Backed by new creative from Grey New York and a refreshed VisitCaymanIslands.com, the three-island nation is leaning into slow days, effortless luxury, and authentic culture. The Department of Tourism says the message will be pushed hardest in core U.S. feeder markets, supported by TV, streaming, digital, and social.

Key points

  • Why it matters: Pivots destination marketing from busy itineraries to slow, stress-free travel.
  • Travel impact: Expect longer stays, higher average spend, and advisor tools that simplify planning.
  • What's next: Rollout across key U.S. cities through October, with trade training and co-op to follow.
  • Research signal: 4 in 10 travelers need a "vacation from their vacation," Cayman says.
  • Creative notes: 30-second hero spot filmed in Cayman, 85 percent local cast and crew.

Snapshot

"Welcome to vaCay" is a values play. Cayman Tourism's survey of 2,000 U.S. travelers found many return home tired or stressed, while those who visited Cayman described the trip as relaxing. The campaign answers that fatigue with a simple promise, no lists, no alarms, no pressure to do it all. Assets include a 30-second spot voiced by Caymanian actress Rita Estevanovich, 15-second cutdowns, and a social-first push. A revamped destination site now surfaces creator-led itineraries via a partnership with Steller, giving advisors and travelers quick, first-hand planning inspiration. The department frames the effort as sustainable, high-value growth, tied to rising room stock, longer stays, and premium dining, diving, and culture.

Background

The Cayman Islands has built a reputation for culinary excellence, clear water diving, and high-touch hospitality. Post-pandemic demand rebounded, and 2024 closed near record visitation levels, with the U.S. contributing the bulk of arrivals. In that context, "vaCay" shifts the conversation from doing more to doing less, aligning with broader slow-travel trends. The creative identity borrows from fashion, with a modern palette inspired by sand, sea, and sunset. Production stayed local, with more than 85 percent of cast and crew Caymanian to better reflect people and place. The campaign formally launched in-market on October 6, then expanded globally on October 7, with multi-channel buys and trade activations slated across October.

Latest developments

'vaCay' leans on advisors, website refresh, and creator itineraries

For the trade, the department is packaging the concept into practical tools. A VisitCaymanIslands.com refresh adds influencer itineraries through Steller, pairing authentic trip narratives with bookable insight on where to stay, where to eat, and which local operators to engage. Advisor-facing assets, from training to co-op marketing, will be "vaCay" aligned so sellers can position Cayman to couples, multigenerational families, and culinary travelers seeking connection and time well spent. On the consumer side, paid placements will concentrate in Boston, Chicago, Los Angeles, Miami, and New York, supported by streaming, programmatic, social, and OTA channels. The hero spot opens on a tongue-in-cheek snapshot of over-scheduled tourism, then pivots to quiet beaches, warm service, and unhurried days.

Analysis

The creative idea is clear and on-trend. As more destinations and brands tout "slow travel," Cayman's execution stands out by tying a lifestyle promise to measurable business goals, specifically longer stays and higher average spend. That alignment matters for an upscale island economy where airlift, room inventory, and on-island experiences skew premium. The advisor emphasis is also savvy. Trade partners can translate "no lists" into curated, low-friction itineraries that justify rates and extend nights, especially for families and culinary travelers who value guidance. The Steller integration should help bridge inspiration and planning, provided content remains fresh, diverse, and connected to real inventory. Risks include differentiation, since relaxation is a crowded message in the Caribbean, and ensuring the "do less" framing still communicates depth of experiences. Success will hinge on consistent storytelling across paid media, site UX that reduces friction, and trade enablement that turns the vaCay ethos into bookable, margin-rich trips.

Final thoughts

"Welcome to vaCay" gives the Cayman Islands a simple, traveler-centric North Star. If trade tools deliver and the site experience stays intuitive, the platform can convert fatigue into loyalty by asking travelers to slow down, stay longer, and savor more. For advisors, it is an easy brief to sell, a promise of fewer moving parts, and more meaningful time on island. In a world of checklists, Cayman's counter-programming may prove its edge, and the brand has room to grow if it keeps the focus on the traveler's state of mind, and the core idea behind Welcome to vaCay.

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