The French Caribbean island has long been one of the most vibrant, fascinating destinations to visit in the wider Caribbean. 

And now the island is looking for a new era of tourism “resurgence,” according to Benedicte de Geronmimo, the new leader of the Martinique Tourism Commission. 

“Tourism is a solid lever of our economic development because it is transversal. We have to be attentive and inventive to bounce back. Martinique has tremendous assets that I intend to energetically promote with all professionals in the tourism sector,” she said. “Martinique is a strong destination, a visitor’s destination of excellence. I intend to melding more thoroughly our identity, our culture, our heritage, our landscapes, our gastronomy, our AOC rums or our artists. I aspire to go towards a ‘Martiniquality,’ a Martinique synonymous with quality.”

The island’s new push will include a multi-faceted approach, including a focus on events and on sustainable tourism, the latter an area in which Martinique has a broad offering, from its UNESCO biosphere reserve to its traditional sailing culture. 

Martinique is also looking to promote the candidacy of both Mont Pelee and the Pitons du Carbet as a UNESCO World Heritage Site, Di Geronimo said. 

The ultimate goal, Di Geronimo said, is to “relaunch” the destination, particularly in the all-important US market. 

“Together we will step up to the challenge of a strong resurgence,” she said. “It is through the efforts of each and every one of us that we will be able to reassure our visitors and to seek a better tomorrow. Martinique is resilient and we can count on the exceptional support of our long-time US industry partners, which are allowing us to reconnect with our American friends.”

American Airlines is currently operating year-round flights to Martinique.