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Compass News
Compass News – 8 October 2025
Cayman takes steps to strengthen its financial reputation.
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Cayman Compass
New ‘vaCay’ tourism campaign focuses on Cayman’s beauty and people
The Cayman Islands Department of Tourism has launched ‘Welcome to vaCay’ – a $12 million global campaign positioning the destination as an antidote to overbooked, high-stress travel.
Developed with global agency Grey New York and set to roll out over five years, the promotion redefines luxury as something effortless and restorative – spotlighting Cayman’s natural beauty, world-class dining and, above all, its people.
The new direction marks a distinct shift from 2019’s ‘Dream in Cayman’ campaign – produced by The Richards Group – which portrayed the islands in an idealised, animated style. Where the earlier campaign was more rooted in a dreamlike aesthetic, ‘Welcome to vaCay’ turns the lens toward real life, favouring authenticity over fantasy.
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