International

The Market Is Right, Canada Has Pivoted

CANADA – A delegation of Bahamian tourism executives, led by Deputy Prime Minister and Minister of Tourism Chester Cooper, is back home after wrapping up one of the year’s most anticipated global sales missions, this time targeting the Canadian market.

Published

3 months ago

October 10, 2025

Jerome Sawyer

The four-day mission covered three cities, Ottawa, Halifax, and Calgary, in a coordinated push to position The Bahamas as Canada’s top vacation alternative to South Florida.

Deputy Director General Valery Brown-Alce says the timing couldn’t be better.

“The market was right for that. Canada had pivoted; they were looking for warm weather destinations, beyond the South Florida market. So what can replace Florida? We are just off the coast,” she explained.

Mikala Moss, Director of Global Sales Canada, highlighted the impact of bringing the Bahamian experience directly to travel partners.

“Being able to bring the essence of The Bahamas here is impactful,” Moss said. “These three markets have been delivering business to The Bahamas for years, but we want to see that increase and make it easier for them to choose The Bahamas as their number one vacation destination.”

The media strategy also played a key role. Director of Global Communications Rissie Demeritte emphasized the importance of tailored messaging.

“We tend to have a profile of Canadians or whatever market we are going into, and we make sure we are speaking to them and connecting with them wherever they are,” she said.

From cultural showcases to direct meetings with travel agents and media, officials say the mission has planted strong roots in the Canadian market. With seven more global missions planned before the end of the year, The Bahamas is maintaining an aggressive push to strengthen its presence in key tourism markets worldwide.