New impetus for the Caribbean: current tourism campaigns

Discover more!

Two destinations are currently setting different accents in their positioning: while Aruba builds on respect and mutual appreciation, the Cayman Islands invite visitors to leave stress behind and consciously relax.

Aruba: love that is reciprocated

"When you love Aruba, it loves you back" - the island presents itself with this slogan in a new campaign. The focus is not only on the classic image of palm-fringed beaches, but also on Aruba as a culturally diverse habitat that deserves respect and protection.

Around 200 locals collaborated on the rebranding, 50 locations - including caves and hiking trails through cactus-lined landscapes - were included, as well as authentic cultural events such as the Aruban carnival. The target audience is travelers seeking genuine connections with local communities. The relationship between guest and destination is seen as reciprocal - not one-sided consumption.

"While the 'Aruba Effect' remains at the heart of our marketing activities, the new campaign shows that Aruba gives back love in abundance - when visitors treat the island with respect and appreciation," says Tirso Tromp, Area Director Europe of the Aruba Tourism Authority.

At the same time, the government is investing in infrastructure: Queen Beatrix International Airport is being expanded by three gates and additional boarding bridges, customs areas are being optimized and waiting areas are being enlarged.

More information HERE

Cayman Islands: Welcome to "VaCay" mode

While Aruba focuses on relationship and awareness, the Cayman Islands greet their guests with a relaxed "Welcome to VaCay". The campaign, launched at the beginning of October, aims to encourage travelers not to complicate vacations unnecessarily.

"Too often people return from vacation more exhausted than when they arrived," says Rosa Harris, Director of Tourism for the Cayman Islands Department of Tourism. The residents of the three islands help to create a stress-free and rejuvenating atmosphere.

The Caymanian actress Rita Estevanovich calls on people to simply let the day happen, to enjoy luxury without attitude and to savor the first-class gastronomy - it is not for nothing that the Cayman Islands call themselves the "Culinary Capital of the Caribbean".

More info HERE