Martinique builds momentum in Canada with expanded air service and cruise growth

“It’s a moment of momentum here in Canada for Martinique. We will have up to 18 flights a week. It’s just incredible,” Karine Roy-Camille, deputy director, Americas, at the Martinique Tourism Authority (MTA), told PAX during an interview at the authority’s Sensation event, held at Toronto’s Malaparte event space.

“And we’ve had the support of travel agents in helping to push the destination.”

Joined by dozens of travel agents, hoteliers, travel media and tourism professionals, the MTA shared updates and highlights from the “Isle of Flowers,” celebrating a new season of expanded non-stop air service and reaffirming Martinique’s strong relationship with the Canadian market.

Canadian interest in the uniquely French, eurozone Caribbean island continues to grow. 

Canada is now Martinique’s leading international source market. In 2025, the island welcomed more than 40,000 Canadian visitors, a figure that had already reached 43,000 by October 2026.

“Our goal is to reach 45,000 by the end of the year,” said Roy-Camille.

“These don’t sound like big numbers, but for our destination, they are huge. And Canada is our first international source market. We aren’t looking for the same number of visitors as the population. We need the local population and visitors to feel comfortable.”

Air service gets a boost

Canadian air connectivity to Martinique is expanding ahead of the 2026–27 winter season, with Air Canada and Air Transat increasing service from established gateways and introducing new non-stop connections from Toronto.

Combined service is expected to reach up to 18 flights per week during peak travel periods, up from approximately 11 currently.

Montreal remains the island’s primary Canadian gateway, with Air Canada and Air Transat each offering up to six weekly flights during peak winter periods. 

From Quebec City, Air Canada maintains weekly service, while Air Transat increases its frequency to as many as two flights per week.

Toronto is also joining the network, with both Air Transat and Air Canada introducing seasonal non-stop service to Fort-de-France, with frequencies reaching up to two flights per week during the winter peak.

The expanded connections are expected to strengthen Martinique’s presence in the Canadian market, making the French Caribbean destination more accessible to travellers beyond Quebec.

But the island’s biggest challenge isn't necessarily the destination itself; it's building awareness among travel advisors, Roy-Camille told PAX.

“We need to work hard to educate them, to give them all the tools and information to make sure they understand what Martinique is, so they can sell it, promote it and explain what Martinique really is.”

The people behind the destination

Aside from French fusion creole gastronomy, high standards of rum production and European culture, what makes Martinique distinct?

“Martinique’s first asset is its population,” said Roy-Camille.

More than half of Canadian visitors are repeat travellers, she noted, with a reported 54 per cent returning to the island.

“The first time they might come on a cruise or stay at Club Med or a different hotel. Then they may come back and stay at independent accommodation, like an Airbnb or a condo. But the third time, they might stay with friends they met on their last visit because they’ve become part of the family.”

It's that sense of connection, she suggested, that sets Martinique apart from other Caribbean destinations.

Four distinct regions to explore

Stretching approximately 80 kilometres from north to south, Martinique offers a diverse mix of landscapes, accommodation options and experiences, combining Caribbean scenery with French culture, gastronomy and European infrastructure.

The island's high season runs from December to April, when visitors can expect warm temperatures, clear skies and relatively little rainfall. 

The quieter period, from June to November, brings hotter temperatures, often exceeding 31 C, along with occasional tropical showers. However, airfares and accommodation rates can be considerably lower.

“Everything is open during low season,” said Roy-Camille.

“All hotel services are provided year-round. It’s important and interesting to travel in low season. You get better rates and, during winter, we don’t have a problem with overtourism. In low season, you can go wherever you want. You can even get a beach to yourself.”

The island's four regions each offer a distinct experience.

In the northwest, Mount Pelée is a major draw for hikers, while the surrounding landscape features volcanic scenery, lush vegetation and distinctive grey and silver-sand beaches.

The northeast is known for its surfing opportunities and tropical forests, offering a different perspective on the island's natural landscape.

In the southeast, visitors can explore coral reefs, calmer waters, rum distilleries and ecolodges. 

The area is also home to the Fonds Blancs, shallow turquoise-water sandbanks where visitors can wade through waist-deep water and enjoy local specialities, including conch fritters and an aperitif.

Southwestern Martinique is the island's traditional tourism hub, with calm waters, picturesque fishing villages and iconic coastal rock formations. 

Scuba diving is also deeply embedded in the island's tourism offering, with certification opportunities available to children as young as eight.

The capital, Fort-de-France, provides a more urban experience, with a range of hotels, residential accommodations and facilities that can appeal to digital nomads and remote workers. 

Reliable infrastructure, potable tap water and high-speed 5G connectivity further support longer stays.

For Canadians looking to explore independently, driving is relatively straightforward: Martinique is one of the few Caribbean destinations where traffic keeps to the right. Visitors should, however, check local requirements regarding their driver's licence and international driving permits before renting a vehicle.

Cruise tourism continues to grow

Martinique is also anticipating another strong cruise season. The island expects 275 cruise ship calls during the 2026–27 season, representing a 12.7 per cent increase over the previous year, with new vessel arrivals and expanded homeporting operations contributing to the growth.

The schedule includes 65 ships operated by 30 cruise lines, according to the MTA.

During the 2025–26 season, Martinique welcomed 244 cruise calls and 330,322 transit passengers, with passenger numbers increasing by 10 per cent over the preceding season.

Five ships are scheduled to homeport in Martinique this season: Costa Favolosa, Le Bougainville, MSC Opera, MSC World Europa and CFC Croisières' Renaissance.

MSC Opera is scheduled to begin homeporting operations on Nov. 20, with service continuing through Sept. 24, 2027. MSC World Europa, which can accommodate approximately 6,700 passengers, is scheduled to arrive on Dec. 5.

Alongside the larger vessels, Martinique will also welcome new luxury and ultra-luxury cruise offerings from Four Seasons Yachts and Orient Express Sailing Yachts, further diversifying its cruise portfolio.

Hotel development on the horizon

Looking further ahead, Martinique is also working to strengthen its accommodation offering.

Projects planned for 2028 include the refurbishment of older hotels that have remained out of operation following hurricane damage, alongside the construction of new properties.

“They will either be refurbished or new ones are being built, with new standards to meet the expectations of future travellers,” said Roy-Camille.

European charm in the Caribbean

Martinique's blend of French sophistication and Caribbean identity remains central to its appeal. 

From its gastronomy and rum heritage to its language, architecture and European infrastructure, the island offers Canadian travellers a distinctly different take on the Caribbean.

For Canadians seeking a European-influenced experience without leaving the Caribbean, that combination is an important part of Martinique's positioning.

“Our message to Canadians this year is simple: there’s more to see and experience in Martinique than ever, and it’s easier than ever to get there,” said Roy-Camille.

“We look forward to welcoming more travellers from our number one international market to our shores in the new year. And, of course, isn’t it charming to speak to locals with a French accent?”

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