Cayman Islands Tourism Department launches "Welcome to vaCay"

The Cayman Islands Department of Tourism officially launched "Welcome to vaCay," an international campaign that redefines the way we think about relaxation. With an approach that breaks the mold of traditional tourism marketing, the initiative seeks to position the archipelago as the antidote to overcrowded vacations, offering an authentic, revitalizing, and stress-free experience.

The new brand platform emerges in response to a growing trend among travelers: post-vacation burnout. According to recent data, four in ten Americans return from their trips more tired than before they left, while 60% admit to having sacrificed their rest in pursuit of packed itineraries. Faced with this scenario, "Welcome to vaCay" proposes a return to the essence of leisure, inspired by the destination's very name and its philosophy of natural enjoyment.

“Too often, vacations leave people more exhausted than when they arrived,” said Rosa Harris, Cayman Islands Director of Tourism. “Travelers are looking for something different, and that’s precisely what our islands offer: a pressure-free, genuinely relaxing experience with a touch of natural luxury.”

The campaign's central concept is based on a clear contrast: while conventional travel is often burdened by expectations and schedules, the Cayman Islands offers a fluid and spontaneous rhythm, where luxury meets authenticity. World-class cuisine, warm hospitality, and incomparable landscapes form the essence of this message.

The main 30-second spot, narrated by Caymanian actress Rita Estevanovich, was produced by the agency Grey New York and the directing duo Mathery, with the participation of a team composed of over 85% local talent. The visual identity, inspired by the natural colors of the archipelago, combines a modern aesthetic with influences from the fashion world, distancing itself from the classic "sun and sand" approach.

“The launch of this campaign marks a new era for the destination,” said the Honorable Gary Rutty, Deputy Prime Minister and Minister of Tourism and Business Development. “It reflects our vision of placing the Cayman Islands at the center of the international tourism map, highlighting not only its beauty but also the spirit of its people.”

“Welcome to vaCay” officially premiered on October 6 in the Cayman Islands, with its international rollout the following day. The strategy includes a multi-channel presence encompassing digital, print, and social media, as well as activations in key source markets. Additionally, a revamped website was developed with content creator itineraries and OTA platform integration.

Every element of the initiative—from its visual narrative to its creative execution—points to a single goal: to transform the way we vacation and position the Cayman Islands as the destination where vacations finally become vacations again.