A new national survey* reveals what many travellers quietly admit: vacations are wearing them out. In fact, 37.4% of respondents said they need a vacation from their vacation, while only 9.3% never do, proving that most people return home more drained than refreshed. This growing exhaustion is exactly why the Cayman Islands is introducing “Welcome to vaCay”, a bold new brand platform that offers travellers the antidote to over-scheduled, exhausting vacations: no to-do lists, no alarms, no jam-packed itineraries. Rooted in the name of the destination itself, vaCay is the vacation, vacation wishes it took, found only in the Cayman Islands.

The findings make one thing clear: travellers crave calm over chaos. Enter the Cayman Islands’ vaCay philosophy. 

Vacations are stressing people out. 38.00% say they miss true relaxation on trips. 14.90% often feel pressure to “do it all,” and only 13.05% never feel that pressure. 39% flat-out admit the idea that vacations are “stress-free” is a lie and 52% say feeling genuinely relaxed on their next trip is essential. This misalignment between expectations and experience is driving the demand for a calmer alternative. 

Travel fatigue is real and widespread, and often starts before even landing in a destination. 

According to the survey, the major frustrations on vacation include:

• Flight delays/cancellations (50.00%)
• Crowds and long lines (49.35%)
• Feeling rushed (34.35%)
• Packing hassles (23.25%)
• Jam-packed itineraries (18%)
• Complicated planning (15%)

And travellers aren’t exactly taking it easy once they arrive: 52.05% do two to three activities a day, suggesting they feel obligated to “vacation” rather than unwind. The verdict? Canadians aren’t just tired of travelling. They’re tired from travelling. Many wished they had disconnected more and planned better - two things the Cayman Islands has already built into its experience.

At its core, “Welcome to vaCay” highlights a simple contrast: while traditional trips are filled with stress and false expectations, the Cayman Islands offers what vacation should truly feel like — days that unfold naturally, luxury without pretension, world-class dining in the Culinary Capital of the Caribbean, the warm hospitality of locals and culturally authentic experiences that travellers can't find anywhere else. 

The vaCay campaign offers:  

• Brand Storytelling: The new 30 hero spot, filmed entirely in the Cayman Islands and narrated by Caymanian actress Rita Estevanovich, was led by Grey New York and the directing duo Mathery, with consultation from Caymanian partners. Serving as the anchor of the campaign, it’s supported by a suite of creative assets, including :15 cutdowns, short-form social edits, and digital adaptations.
• Creative Identity: The campaign introduces a new visual identity and color palette inspired by the Cayman Islands – from the tones of sand and sea to the hues of a Cayman sunset and the vibrancy of native florals. The aesthetic is intentionally fashion-inspired and modern, going beyond just sun and sand to break through the sea-of-sameness seen in most island destination campaigns.
• Authenticity & Setting: Each scene and setting was chosen to highlight Cayman’s natural beauty, world-class accommodations, culinary excellence and unforgettable adventures on land and sea. More than 85% of the cast and crew were Caymanian, ensuring the campaign reflects the people, culture and natural beauty of the islands. 

The campaign will officially launch on Oct. 6, 2025, in the Cayman Islands, followed by a Canadian debut on October 20. 

Key campaign elements of “Welcome to vaCay” include:

• A refreshed website featuring influencer itineraries in partnership with Steller and future enhancements to make trip planning seamless. 
• Multi-Channel advertising spanning digital, video, print and social to introduce 'Welcome to vaCay' to the most relevant potential travellers.
• A robust social rollout with cross-channel content inviting travellers to join the conversation using #welcometovacay.

*This online survey of 2,000 Canadian adults who've been on vacation was commissioned by the Cayman Islands Department of Tourism and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between Sept. 15-22, 2025. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team.