Cayman Islands Department of Tourism unveils new global campaign

Vacation is broken. What was once meant to be restorative has become stressful, overwhelming and demanding, leaving travellers more exhausted than when they left. Recent data* shows that four in 10 American travellers return home needing a “vacation from their vacation,” while 60% admit they sacrifice rest by trying to do it all.

That’s why today, the Cayman Islands is introducing “Welcome to vaCay”, a bold new brand platform that offers travellers the antidote to over-scheduled, exhausting vacations: no to-do lists, no alarms, no jam-packed itineraries. Rooted in the name of the destination itself, vaCay is the vacation, vacation wishes it took, found only in the Cayman Islands.

“Too often, vacations leave people more exhausted than when they arrived,” said Rosa Harris, Director of Tourism for the Cayman Islands Department of Tourism. “Travellers want something different, and that is exactly what the Cayman Islands delivers. “Welcome to vaCay” is our way of inviting the world to experience our three-island destination, where vacation is as it should and was always meant to be: stress-free, rejuvenating, and effortlessly luxurious.”

“Welcome to vaCay”

At its core, “Welcome to vaCay” highlights a simple contrast: while traditional trips are filled with stress and false expectations, the Cayman Islands offers what vacation should truly feel like — days that unfold naturally, luxury without pretension, world-class dining in the Culinary Capital of the Caribbean, the warm hospitality of locals and culturally authentic experiences that travellers can't find anywhere else.

• Brand Storytelling: The new 30-second hero spot, filmed entirely in the Cayman Islands and narrated by Caymanian actress Rita Estevanovich, was led by Grey New York and the directing duo Mathery, with consultation from local tourism industry partners. Serving as the anchor of the campaign, it’s supported by a suite of creative assets, including 15-second cutdowns, short-form social edits, and digital adaptations.
• Creative Identity: The campaign introduces a new visual identity and colour palette inspired by the Cayman Islands – from the tones of sand and sea to the hues of a Cayman sunset and the vibrancy of native florals. The aesthetic is intentionally fashion-inspired and modern, going beyond just sun and sand to break through the sea-of-sameness seen in most island destination campaigns.
• Authenticity & Setting: Each scene and setting was chosen to highlight Cayman’s natural beauty, world-class accommodations, culinary excellence and unforgettable adventures on land and sea. More than 85% of the cast and crew were Caymanian, ensuring the campaign reflects the people, culture and natural beauty of the islands.

“The Cayman Islands is entering a new era, one where we set the standard for what vacation truly means,” said Hon. Gary Rutty, Deputy Premier and Minister for Tourism & Trade Development. “This campaign redefines the vacation experience for travellers and reflects our commitment to prioritizing Caymanians, from the cast and crew who brought it to life to the cultural experiences that make our destination unique. It is both a showcase of our islands and a tribute to the people who make them extraordinary.”

The campaign officially launched on 6 October in the Cayman Islands, followed by an international debut on 7 October. The campaign will be rolled out across all key Cayman Islands source markets between 7–20 October. Key campaign elements of “Welcome to vaCay” include:

• A refreshed website featuring influencer itineraries in partnership with Steller and future enhancements to make trip planning seamless.
• Multi-Channel advertising spanning digital and streaming video, print, digital OOH, social, programmatic and OTA partner platforms introduce 'Welcome to vaCay' to the most relevant potential travellers.
• A robust social rollout with cross-channel content inviting travellers to join the conversation using #welcometovacay.
• Campaign extensions through in-market activations that bring the spirit of vaCay to life for travellers.

“The idea behind the video was to highlight the best of the Cayman Islands while introducing the world to the vaCay lifestyle," said Sara Worthington and Armando Flores, Executive Creative Directors at Grey. “Based on the strategy that vacation as we know it is broken, the main idea of the spot was simple: vaCay is the vacation, vacation wish it took. It opens with a dystopian recreation of vacation and quickly whisks audiences away to the world of vaCay. Because vaCay is more than just a destination, it’s a lifestyle, every decision made in crafting the campaign was more closely aligned to the world of fashion and lifestyle than travel.”

Experience vaCay

To experience the new campaign, visit www.visitcaymanislands.com and follow the Cayman Islands on Instagram (@VisitCaymanIslands), Facebook (@VisitCaymanIslands), X (@Cayman_Islands), and YouTube (@CaymanTourism). Join the conversation using #welcometovacay.