Not a "cookie-cutter" destination: Tobago courts Canadians with non-stop flights

Tobago is preparing to welcome more Canadian travellers with a new permanent non-stop flight from Toronto, a US$130-million airport development and new resources for travel advisors. 

Caribbean Airlines plans to launch weekly non-stop service from Toronto Pearson (YYZ) to Tobago’s A.N.R. Robinson International Airport (TAB) on Oct. 25, restoring an important link that was suspended during the pandemic. 

The Honourable Farley Augustine, chief secretary of the Tobago House of Assembly, discussed the island’s tourism plans with PAX on Friday (Sept. 11) while visiting Toronto to commemorate the 50th anniversary of Trinidad and Tobago becoming a republic. 

Restoring a high-performing route

According to Augustine, Tobago’s previous direct Canadian service was performing well before COVID-19 halted international travel, with approximately 90 per cent of seats filled on average.

Canadian visitation has not yet returned to its pre-pandemic level, he said. 

Tobago currently welcomes approximately 5,000 Canadian visitors annually, but Augustine sees an opportunity to rebuild the market as travellers search for alternative warm-weather destinations. 

Augustine also pointed to increased online interest in flights to Tobago as evidence of potential demand. 

“We wanted a direct route to paradise, and we are providing it, starting the 25th of October,” he said. 

The non-stop will operate on Sundays, but travellers seeking a shorter stay can return through Trinidad on another day with Caribbean Airlines. 

The airline operates multiple daily flights between Tobago and Trinidad, with a scheduled flight time of approximately 25 minutes, allowing Canadians to combine Tobago’s beaches and nature with Trinidad’s more urban experience. 

Room for tourism growth

Tobago is also investing in the infrastructure needed to support more international visitors. 

Augustine has said the new international terminal at A.N.R. Robinson International Airport is expected to open before October. 

The US$130-million facility is designed to accommodate up to three million passengers annually and will include first- and business-class facilities, restaurants, space for local retailers and duty-free shopping. 

New hotel developments are also underway. 

A Marriott-branded project planned for Rocky Point is expected to include a 200-room hotel as well as residences, villas and townhouses. 

A Tapestry Collection by Hilton resort is also planned for Roxborough, with Hilton projecting a 2028 opening. 

New resources for Canadian advisors

The new air service is part of a broader Canadian strategy that includes travel trade education and consumer marketing.

Tobago launched a dedicated online travel advisor training course this month through Online Travel Training (OTT). 

The program is designed to help Canadian advisors learn about the island and sell it more confidently.

A digital campaign launching in Canada this month will also target adventure travellers and direct them to a new consumer website developed specifically for the Canadian market. 

The campaign highlights Tobago’s nature, culture and locally rooted experiences. 

For advisors, Augustine said Tobago’s versatility is one of its strongest selling points. 

At just 116 square miles, Tobago offers rainforest, white-sand beaches and coral reefs within easy reach of one another. 

Experiences include diving, snorkelling and birdwatching, with more than 200 bird species found on the island. 

Its northeastern region was designated a UNESCO biosphere reserve in 2020, recognizing its biodiversity and efforts to balance conservation with sustainable development. 

Augustine described Tobago as an alternative to the all-inclusive model that dominates some Caribbean destinations. 

Instead, it offers smaller properties, boutique hotels and private villas.

“For a very small island, we have an extremely diverse offering, which makes it easy for a travel agent to sell Tobago,” he said. “You could sell it to a solo traveller, you could sell it to a group traveling, you could sell it to a family, you can sell it to those who are environmentalists and you can sell it to those who just want peace and quiet.”

Affordability is another part of the island’s pitch. 

Augustine said the highest hotel rate found during a review this month was approximately US$200, which he characterized as significantly lower than rates on neighbouring Caribbean islands.

Augustine added Tobago’s mix of East Indian, West African, European, Creole, Chinese, Syrian and Lebanese influences has produced one of the Caribbean’s most diverse culinary cultures. 

Weekly community Harvest celebrations give Canadians a way to experience the local food scene. 

Each Sunday, a different community marks the occasion by preparing food and opening its homes to visitors, including international tourists.

“What Tobago really offers is experience tourism, as opposed to just some sun and sea tourism,” he said. “It's about going to a place where you get to live like we do.” 

Augustine said the island’s food, history and community traditions distinguish it from more standardized resort destinations. 

“It’s not another cookie-cutter Caribbean destination,” he said.

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