Joy Jibrilu: From 19 to 40 flights a week, Nassau & Paradise Island prepares for Canadian comeback

Nassau & Paradise Island in the Bahamas is preparing for a surge in Canadian visitors this winter, fuelled by a major expansion in airlift from across the country.

According to Joy Jibrilu, CEO of the Nassau & Paradise Island Promotion Board (NPIPB), the sun-kissed destination is entering a new era of opportunity — one that’s already sparking strong booking interest from its Canadian partners.

What’s driving the growth? “Airlift,” said Jibrilu, visiting Toronto this week, speaking with PAX at downtown’s Delta Hotel Tuesday evening (Oct. 14). “We're going from 19 flights a week to 40 flights a week by the end of this year, adding access from Ottawa and Halifax – two new gateways we've never had flights from.”

The expanded schedule to Nassau features daily flights out of Toronto with Air Canada, increased service from WestJet out of Calgary and Toronto, and — perhaps most notably — new routes with Porter Airlines, marking the carrier’s first-ever service to The Bahamas. (Click here for a breakdown of the expanded lift).

READ MORE: Canadian airlines increase winter service to Nassau from multiple Canadian cities

“It’s a big opportunity for more Canadians to experience and discover the destination,” she said, with a smile. “It’s also improving connectivity overall with more flight options. It makes it easier to get there. It changes the game.”

The overall increase in seats, from all Canadian airlines, is significant. Airlift from Canada will soon account for 10 per cent of all inbound air service to Nassau globally, Jibrilu said.

In particular, Nassau’s partnership with Porter, which will introduce its first sun destinations this winter aboard its 132-seat Embraer E195-E2 aircraft is, is a big deal.

After all, it seems everyone in the Caribbean (and beyond) wants in on the Toronto-based airline, which introduced its first jets, expanding from regional carriers, in February 2023.

Amid fierce competition for Porter’s expanding reach, which includes Canada and U.S. destinations, how did Nassau and Paradise Island land a deal?

The NPIPB, for one, has been courting Porter for “three to five years now,” Jibrilu explained.

The organization was meeting with the airline regularly at Routes, an annual aviation conference, to review possible collaborations.

But beyond sales pitches, there are also practical factors that make Nassau an ideal testing ground for a new sun route. Nassau is only some 3.5 hours from Toronto, Montreal and Ottawa.

“The proximity is easy,” Jibrilu said. “We’re also a desired destination for Canadians.”  

The entry of Porter, with its enhanced economy model — no middle seats, complimentary Wi-Fi, premium snacks, and wine or beer served in glassware — aligns well with the Nassau and Paradise Island brand, Jibrilu said.

Porter customers will appreciate the diversity of product found on Nassau and Paradise Island, whether it's luxury or budget friendly, she said. 

READ MORE: On Location: Goldwynn Resort Nassau – boutique beach luxury with a Canadian connection

Nassau and Paradise Island (if you don’t know) is comprised of two islands: New Providence, which is home to the capital city of Nassau, and the smaller Paradise Island, which is connected by a bridge.

In Nassau, there’s the ultra-luxurious The Ocean Club, A Four Seasons Resort, the Baha Mar’s trio of hotels (Grand Hyatt, SLS, and Rosewood) the historic Graycliff Hotel and the Canadian-owned Goldwynn Resort & Residences, which opened in early 2023. (Click here to read about PAX’s visit in 2023).

There are also family-friendly options like Margaritaville Beach Resort and Comfort Suites Paradise Island.

On Paradise Island, which is just under five kilometres long and roughly 1.5 kilometres wide, there’s the sprawling ocean-themed Atlantis resort, which is known for its coral-pink towers, lagoons, aquatic animals, casino and Aquaventure Waterpark.

Poised for a comeback

In 2024, Canadians to Nassau & Paradise Island actually dropped, Jibrilu shared.

“At the time, four per cent of total arrivals were Canadian, and at its height, [in 2019], it was up to eleven per cent. So now, when you have 10 per cent of seats coming from Canada, we know that number will grow.”

Early indicators seem to support that optimism.

“Inside information we're getting from our tour partners in Canada is that they're already seeing bookings pick up,” Jibrilu said.

Beyond sun & sand

Nassau & Paradise Island is known for its pristine beaches, casinos and big-budget resorts, but Jibrilu is keen to highlight a deeper story.

“Many people think of Nassau and Paradise Island as just sun and sand,” she said. “But when you peel it back, there's so much more to experience.”

That includes the island’s diverse culinary scene. The destination is home to several celebrity-chef restaurants such as Nobu, Dune by Jean-Georges, Marcus at Baha Mar Fish + Chop House, and Café Boulud The Bahamas at Rosewood — alongside vibrant Bahamian cuisine.

Art and music are also integral to the visitor experience. At the Baha Mar, there’s the The Current, where visitors can escape with their painting exercises.

This art centre is also home to the ECCHO museum, the Fairwind exhibition, and one of the largest collections of Bahamian art.

Additionally, the NPIPB initiative spotlighting local musicians on platforms like Spotify and Amazon Music.

Recently the team produced four songs, working with local musicians and producers, giving artists “a platform that they would never ordinarily have,” Jibrilu said.

The new Bahamian music can also be found on Nassau & Paradise Island’s website here. 

Restoration and sustainability 

Recent restoration of historic sites such as the Queen’s Staircase — a walkway of 66 steps in Nassau carved out of solid limestone by 600 slaves between 1793 and 1794 — underscores the NPIPB commitment to preserving its cultural heritage.

Over the years, this attraction had fallen into a state of disrepair. The NPIPB set out to change that with repairs that fixed its waterfall feature and landscaping that has tidied up the grounds, which were overgrown.

“It’s become a place of pride again,” Jibrilu said. “It’s so beautiful, tranquil, and peaceful.”

Additionally, the Fort Fincastle water tower, which sits at the top of the staircase (offering 360 view) is also being restored and should be open in a about four weeks, Jibrilu shared.

There’s also big news brewing at the Baha Mar – a fourth hotel tower will be announced soon.

The details are still under wraps, but Jibrilu said it will be luxury brand, attached to the Baha Mar facility, with 600 rooms – 300 of which will be hotel accommodations).

The Baha Mar, which opened in 2017, also recently launched The Ocean’s Guardians Experience, a coral restoration initiative led by Bahamian dive guide and filmmaker Andre Musgrove, offering visitors hands-on conservation experiences.

Meanwhile, Atlantis continues its leadership in marine sustainability through its Coral Gene Bank, another coral restoration program.

It all adds to a new experience being developed with the Bahamas National Trust that will allow visitors an opportunity to plant mangroves.

“It’s travel for good,” explained Jibrilu. “Everyone wants to travel, but they want to contribute. These activities are becoming more and more popular. It's wonderful to see.”

Managing overtourism 

With Royal Caribbean’s Royal Beach Club set to open on Paradise Island (and with the cruise line’s Nassau arrivals projected to reach six million passengers in 2026), Jibrilu acknowledged that overtourism must be managed carefully.

“It’s a lot for a small destination. The reality is, we don't have enough activities for that many people to do,” she said. “This new beach club will help. But even if a million people go there, there are still five million people that need things to do.”

In regards to Royal Caribbean’s new 17-acre beach club, which is set to open in December, the Bahamian government considered it a win for everyone, Jibrilu said.

“It will be 100 per cent managed and run by Bahamians,” she said.

READ MORE: Nassau Cruise Port welcomes 30,500+ passengers in single day, sets new record

Even with newly-reimagined Nassau Cruise Port capable of accommodating up to seven cruise ships daily, the idea of over 30,000 visitors flooding a compact downtown area is daunting.

“Vision and strategy are required now,” Jibrilu said. “We have a window of opportunity to get to the drawing board to see how this can be managed so that everybody, including people who live on the island, can have a great experience…We have a lot of work to do.”

In the meantime, the new airlift from Canada (which will also allow Bahamians to visit family in Canada) is more than a logistical achievement — it’s a symbol of ongoing partnership.

“The value of land-based tourism for our country, our economy, and the contribution to livelihoods— we can't ignore that,” she said. “This is so critically important to us. Canada has always been a great partner. The excitement is palpable. Genuinely.”

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