Travel Next Minas: Maurício Vianna reveals the Cayman Islands' strategy for luxury and wellness tourism

At the Travel Next Minas event, Maurício Vianna, founder and CEO of Net Hospitality Collection and the country's representative in Brazil, presented the archipelago's promotion strategy and shared decades of experience in the tourism sector during his participation in the event's Travel Lux.

Repositioning the image of the Cayman Islands

One of the central challenges of Vianna's work is to dissociate the destination from its former financial image. "We're combating the perception of a tax haven. Our goal is to reveal stunning beaches, safety, organization, and unique experiences for families," explains the executive.

Vianna emphasizes that the archipelago combines exclusivity with accessibility: "It's a memorable vacation spot, offering options for everyone from couples to children."

The Brazilian public's affinity for the Caribbean

The executive highlights Brazilians' historic relationship with the Caribbean region. "Brazilians have always had a special bond with the Caribbean, from Cancún in the 1980s to the Dominican Republic. People from Minas Gerais, for example, enjoy the beach, as do people from Rio Grande do Sul. That's why Copa flights to Panama, our main hub, are constantly full," he states.

How to get to the Cayman Islands

Connectivity is strategic in promoting the destination. The main gateway is Panama, with Cayman Airways flights on Mondays and Thursdays. Vianna emphasizes the importance of efficient connection times: "Most flights from Brazil arrive in Panama in the afternoon. We also offer access via the United States, with departures from Miami and New York."

Preservation of the destination as exclusive

The Cayman Islands aren't focused on mass tourism, but rather on quality and sophisticated experiences. The archipelago saw 27% growth compared to the previous year, driven precisely by unique and incredible experiences. Other strategic segments worth highlighting are luxury weddings and exclusive celebrations, aligned with premium hotels, which reinforce the destination's sophisticated character. "We don't accept just any wedding; we seek unique and memorable experiences," he explains.

Wellness tourism is emerging as one of the most promising segments. "All of our hotels have exceptional spas. This is the segment of the future, and Brazilians are already showing great interest in these experiences," he adds.

Between luxury, gastronomy and culture

Unlike other British islands, Cayman offers a diverse range of activities beyond the beaches. "Here, the nightlife and cultural scene are vibrant. We have excellent restaurants, a selection of nightclubs, museums, cultural tours, and activities for children. The gastronomy is undoubtedly a spectacle in itself," concludes Vianna.

From executive to representative of the Cayman Islands in Brazil

Maurício Vianna's career has been marked by impressive results in international tourism. After years of experience in the hotel industry outside Brazil, he returned in 2010 to take on the role of tourism director for the Dominican Republic in São Paulo. "I took over the country with 9,000 visitors and, in four years, increased it to 124,000," he recalls.

He later founded Net Hospitality Collection, taking Turks and Caicos to the top 3 in Latin America. Since 2023, Vianna has been responsible for promoting the Cayman Islands in Brazil, where the destination has seen remarkable growth.

Report and photo: Mary de Aquino.