By Michael Baginski/ Coinciding with new flights from Toronto, the Guadeloupe Islands are upping the ante in Canada with the appointment of Toronto-based representation firm VoX International to promote the appeal of the French Caribbean archipelago in this country. And the first order of business was a trade event in Toronto on Tuesday evening hosted by the islands’ tourist board.
A presentation revealed the extraordinary blend of natural beauty, cultural depth, and the warm, welcoming spirit of Creole life found in the “hidden gem” – but first, the packed audience at Lucie restaurant (which boasts island connections), learned that Guadeloupe is not an island unto itself, rather a collection of six inhabited islands (none of them called Guadeloupe!).
Like nearby Martinique (but not immediate southern neighbour Dominica), Guadeloupe is also an overseas department of France – vibing a tiny slice of Europe that, for example uses euros, in the Caribbean.
But unlike Europe, all of Guadeloupe’s islands – the main ones are Basse-Terre and Grande-Terre, along with Marie-Galante, La Desirade and two Iles des Saintes) – are blessed with welcome tropical charm, though each with their own attributes, ranging from pristine beaches for sunbathing and watersports to lush rainforests with rich biodiversity, and distinctive culinary traditions to vibrant local customs and festivals.
And the best way to discover them is to visit one and then come back and see the others, laughed Guadeloupe Islands Tourism Board CEO Rodrigue Solitude in an interview with Travel Industry Today.
And while Solitude says many Quebecois have been doing just that for 50 years (when Air Canada launched its first flight to “the islands” of Guadeloupe), Solitude is excited that Ontarians will now be able to do the same thanks to the first-ever service by the airline from Toronto, which will start Dec. 20 and operate seasonally through April 30 to Pointe-à-Pitre (PTP) on Grande-Terre.
Further new service to the islands will debut from Quebec City Feb. 18 courtesy of Air Transat, with both gateways joining Montreal, which boasts non-stop Air Canada flights from YUL four to six times a week depending on the season. Flight time is about five hours by plane from all three cities.
Solitude notes that approximately 100,000 Canadians currently visit Guadeloupe annually – a figure the tourism board expects will increase by half with the new flights. Indeed, he says, Canada is already the islands’ No. 2 market (after France) and notably ahead of the U.S.
And with almost 8,000 traditional rooms in the islands, from villas to luxury resorts (and Accor’s long-anticipated four-star Pullman resort nearing completion), plus alternative accommodations, there is plenty of room for them.
VoX
In Canada, the newly appointed VoX will lead strategic public relations efforts, alongside travel trade and consumer marketing initiatives, to raise awareness of the destination among consumers and travel professionals.
“The Guadeloupe Islands are a truly special destination in the French Caribbean,” says Susan Webb, President of VoX International. “We look forward to collaborating with our travel trade partners to shine a spotlight on the Guadeloupe Islands and inspire more Canadian travellers to choose this incredible Caribbean destination for their next getaway.”
Anchita Singla will lead the public relations efforts, supported by Erin Oddleifson, Director of marketing and Client Services, who will oversee consumer marketing strategies. Carla D’andrea will lead travel trade sales efforts for Guadeloupe islands.
Solitude says the tourist board has “no fear” that its entry into English Canada will not work. Certainly, the Quebec market has had a 50-year head start, he notes, but as for Toronto and the rest of the country, he smiles, “It’s never too late to start.”
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