Canada Is Looking for a New Caribbean
There is a real estate agent’s adage that the best time to sell is when someone else is already moving. The Caribbean has a version of this problem right now, and most of its destination marketing organizations are too busy counting last year’s arrivals to notice. A high-value source market is actively looking for a new sun destination. The question is not whether that demand reaches the Caribbean. It will. The question is which destinations will be ready when it arrives.
To answer that, Skift conducted a deep-dive brand health assessment across 16 Caribbean destinations, drawing on primary consumer research in 11 outbound markets worldwide. The findings are relevant everywhere. But one market, right now, represents an opportunity the rest of that data cannot match. That market is Canada. And the window opened in 2026 is not going to stay open indefinitely.
Why Canada, Why Now
For decades, Canadian winter sun travel rested on three legs: the U.S., Mexico, and
