The Cayman Islands Is Redefining the Caribbean Vacation With “Welcome to vaCay”
Vacation isn’t working the way it used to. What was once meant to be restorative has turned into something else entirely — a packed calendar of tours, early alarms, long lines and even longer lists of things to do.
A new survey commissioned by the Cayman Islands Department of Tourism found that four in 10 American travelers return home needing “a vacation from their vacation,” while 60 percent admit they sacrifice rest just to fit everything in.
In response, the Cayman Islands is launching “Welcome to vaCay,” a new global campaign designed to offer travelers something increasingly elusive: a true vacation. Rooted in the destination’s own name, the vaCay platform repositions the Cayman Islands as the antidote to over-scheduled travel — a place where there are no checklists, no alarms and no pressure to do it all.
The campaign is built on a simple idea: while most vacations are structured and often stressful, the Cayman Islands is where travel unfolds naturally. It’s about quiet mornings, long afternoons, world-class dining and the kind of understated luxury that doesn’t need to be planned. It’s also about authenticity — from Caymanian hospitality to the culinary traditions that have made the destination the Culinary Capital of the Caribbean.
The creative work was led by Grey New York and directed by the duo Mathery. A new :30 hero film, narrated by Caymanian actress Rita Estevanovich, anchors the campaign. It opens with a satirical take on the modern vacation and transitions to the slower, more effortless rhythm of vaCay. Supporting assets include shorter video cuts, digital creative and a full social rollout that leans more toward lifestyle than traditional tourism advertising.
Visually, the campaign draws from the islands themselves, with a color palette inspired by the sand, sea, sunsets and vibrant native flora. It’s designed to stand apart from the standard beach destination imagery, with an editorial, fashion-forward aesthetic that reflects a more modern kind of Caribbean storytelling. Eighty-five percent of the cast and crew are Caymanian, ensuring that the campaign is rooted in the destination’s culture and people.
Government leaders say the initiative marks a new chapter for Cayman’s tourism strategy. The campaign officially launches in Cayman on October 6, followed by an international debut on October 7, and will run across key source markets through October 20. It includes a redesigned website with influencer itineraries created in partnership with Steller, a multi-platform media push across digital, streaming, print, OOH and OTA channels, and a social campaign centered around the #welcometovacay hashtag.
More than just a new marketing message, the campaign aims to redefine what a Caribbean vacation can be. Cayman is positioning itself as a place where travelers don’t have to keep up with their calendars — a destination built for ease, not urgency. In a travel landscape where exhaustion has too often replaced rejuvenation, the Cayman Islands is making a clear statement: vacation should feel like a vacation again.
Caitlin Sullivan began her career with Caribbean Journal as Arts and Culture editor before shifting to travel full time. She writes frequently on the Caribbean cruise industry, flight networks and broader travel news. Her most frequent Caribbean destination? Nassau.
