Cayman Tourism Takes Fresh Approach with vaCay Initiative

The Cayman Islands Department of Tourism has introduced “Welcome to vaCay,” a comprehensive global brand campaign that addresses a fundamental problem with modern vacations, developed in collaboration with Grey New York.

“Too often, vacations leave people more exhausted than when they arrived,” said Rosa Harris, Director of Tourism for the Cayman Islands Department of Tourism, in a press statement. “Travelers 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 3-island destination, where vacation is as it should and was always meant to be: stress-free, rejuvenating and effortlessly luxurious.”

Cayman Islands Dove Deep

Research conducted in Sept. 2025 reveals that 49 percent of American travelers return home from vacation feeling exhausted rather than refreshed. Additionally, 60 percent acknowledge sacrificing rest while attempting to experience everything and 39 percent report needing another break after their vacation ends.

Survey data supporting the campaign shows that 61 percent of travelers set alarms or follow strict schedules during vacation, while 47 percent cite crowds and waiting in lines as their top frustration. When asked about vacation misconceptions, 40 percent identified the notion that vacations are stress-free as the biggest lie, followed by 34 percent who disputed that vacations are always relaxing.

The campaign directly addresses these pain points by positioning the Cayman Islands as an alternative to overscheduled, exhausting trips.

The “vaCay” concept plays on the destination’s name while promoting a different vacation philosophy—one without rigid schedules, early morning alarms or pressure to complete extensive itineraries. The campaign’s central message contrasts traditional stress-filled trips with the Cayman Islands’ approach, where days flow naturally and experiences occur without pretension.

Production took place entirely in the Cayman Islands, employing 85 percent local cast and crew members. The main 30-second spot, directed by Mathery and narrated by Caymanian actress Rita Estevanovich, anchors the campaign alongside 15-second versions, social media content and digital adaptations. The visual identity draws inspiration from the islands’ natural elements, creating a modern, fashion-forward aesthetic that distinguishes it from typical Caribbean destination marketing.

The campaign launched locally on Oct. 6, 2025, followed by international markets on Oct. 7, with full rollout across key source markets continuing through Oct. 20. Implementation includes a redesigned website featuring influencer itineraries through partnership with Steller, multi-channel advertising across digital, streaming video, print and OTA platforms, plus social media engagement centered around #welcometovacay.

For more information, visit visitcaymanislands.com.