Curaçao steps up to the plate with year-round service

Capitalizing off what may seem an unlikely connection, the Curaçao Tourist Board hosted a private event on May 4 at Toronto's Rogers Centre, as guests came together to watch the Toronto Blue Jays play the New York Yankees.

The island has recently made a name for itself as the new "baseball island," with many of its natives - including Yankees shortstop Didi Gregorius - joining the MLB.

The timing was most appropriate, as Curaçao anticipates the launch of year-round service from YYZ with Air Canada rouge on May 7, which marks the first time in history there has been a direct Canadian connection beyond peak season.

André Rojer, the tourist board's marketing manager for North America, says the expanded flight options respond to a demand as more Canadians want to discover what exactly the island is all about.

"We're Dutch in the Caribbean and that brings a lot of history, culture and rich cuisine," Rojer told PAX. "It's interesting and enticing for Canadian travellers who want something new, different and undiscovered."

He said that while there is one all-inclusive option, Curaçao is more so the type of destination that lures people off-resort.

But how do travel consultants position the Caribbean destination to a marketplace that is largely seeking all-inclusive getaways in that corner of the world?

"There are people that only want all-inclusive, and that's fine - we have that," he admitted. "But I would sell Curaçao in the form that, 'If you want to go and enjoy the beach but come back enriched with experiences, feeling that you actually travelled to an unknown place and got to know the country, Curaçao is perfect.'"

"Canadians are always adventurous - we love them on the island," he added. "They always get out, rent cars, explore, taste our food and so forth so Curacao fits Canadians perfectly. You know why? Because it's an unconventional destination. You don't just go and lay on the beach and do nothing for seven days. It's a place to explore, to discover, to experience."

The tourism board will be hosting events later in the week with Air Canada Vacations in an effort to promote the new flight service.

PHOTO: André Rojer, marketing manager North America, Curaçao Tourist Board; Christine Faulkner, national accounts, ACV; & Chandra Smouse, industry liason North America, Curaçao Tourist Board