Martinique conducted its first virtual travel exhibition this week (concluding today) with a global travel trade audience, including Canadians, tuning in to learn the latest from the French Caribbean island, dubbed the “Isle of Flowers.” In a nod to the destination’s popularity with Canadians, particularly Quebecois, Air Canada contributed as one of the sponsors.

The event presented various webinars on island matters, including pandemic updates, protocols, and recovery, as well as featuring the view from France from Atout France CEO Caroline Boucher.

Attendees also had the chance to meet local suppliers virtually in one-on-one encounters set in a unique 3D environment.

Among them was island mainstay Club Med, which reports that its Buccaneer’s Creek resort is set to re-open on July 3.

An overseas department of France, nestled between Saint Lucia and Dominica in La Martinique was named the top “emerging destination” category of Tripadvisor’s influential annual Travelers’ Choice Awards for 2021.

Another highlight of note at the showcase was the inclusion of Martinique’s Yole traditional sailboat to UNESCO’S the Intangible Cultural Heritage list, recognizing the distinctive and colourful vessels that are the centrepiece of the Tour des Yoles Rondes race – a highlight of the annual Martinican social calendar each summer for 35 years and counting and akin to Carnival.

Newcomers to the destination also learned that Martinique is the self-proclaimed “rum capital of the world,” boasting a famous “rum route,” and as the birthplace of coffee in the New World.

At the same time, the island’s diversity spans from unspoiled beaches, volcanic peaks, rain forests, waterfalls, and streams, and other impressive natural landmarks, such as “Diamond Rock.”

A haven for outdoor enthusiasts, there are 250-plus kilometres of hiking trails, as well as horseback riding, cycling, and canyoning, and a host of water sports, above and below the waves, diving not the least.