Interview with the Pros – Karine Roy-Camille, Deputy Director for the Americas – Martinique Tourism Committee
With over thirty years of commitment to Martinique and Caribbean tourism, Karine Roy-Camille, now Deputy Director for the Americas at the Martinique Tourism Committee, embodies a vision of tourism development that is both strategic and deeply human.
Former president of the Martinique Tourism Committee and vice-president of the association that submitted the application for the Martinique UNESCO Biosphere, she has largely contributed to structuring the destination's international profile.
In this interview, she shares her roadmap for 2026: combining attractiveness, sustainability and Martinican identity to promote the island as a unique, recognizable and deeply desirable destination.
Summary
A structured and ambitious international trajectory
InfosTourisme.com: After more than thirty years of commitment to Martinique and Caribbean tourism, how do you perceive the evolution of Martinique's positioning on the international stage?
Karine Roy-Camille: Martinique has gone through several significant phases in the development of its international tourism. Historically, American cruise lines played a decisive role in introducing the island to their North American passengers. At that time, the destination enjoyed a unique reputation in the region, often described as the "Little Paris of the Caribbean," particularly thanks to its unique duty-free offering of luxury goods.
This enthusiasm sparked interest from travelers eager to return for longer stays, which encouraged several American airlines to open routes to Martinique. Subsequently, increased regional competition reshaped the landscape, before the destination once again strengthened its presence in North American markets, particularly in the United States and Canada, as well as in Brazil.
Today, this international momentum is part of a much more structured strategy. Martinique is leveraging a better understanding of its markets, a more refined segmentation of its customer base, and a stronger emphasis on its strengths and unique identity. The actions undertaken aim to consolidate our attractiveness, diversify tourist flows, and enhance our visibility among high-potential audiences.
This approach is accompanied by in-depth work with airlines and cruise lines, tour operators, travel agencies, and the media to stimulate demand and ensure a lasting presence in travel itineraries. It also relies on upgrading the local offering, increasing the professionalism of stakeholders, and better alignment between promotion, hospitality, and the on-site experience.
The objective is clear: to establish Martinique as an essential French Caribbean destination that stands out by asserting its unique cultural, natural and heritage character.
Structuring North American influence
InfosTourisme.com: You have been involved in developing the North American market from Montreal. What key actions have helped accelerate the destination's growth?
Karine Roy-Camille: We structured our strategy around three axes: accessibility, visibility and credibility.
- Accessibility, with constant work with airlines to open new routes and secure capacity.
- Visibility, thanks to targeted campaigns, ambitious media partnerships, an increased presence in trade shows and the creation of signature events with the participation of chefs and tourism professionals from Martinique.
- Credibility, by strengthening the training of travel agents, by developing suitable B2B tools, by promoting our international labels and the generous welcome of the population.
In the aftermath of the Covid-19 pandemic, this strategy has helped to reaffirm Martinique as a premium, sustainable and authentic destination, capable of standing out in a very competitive market.
New connections, new horizons
InfosTourisme.com: The opening of new air routes, such as Toronto and Quebec City, is a strategic turning point. What do you expect from these connections for the tourism sector in 2026?
Karine Roy-Camille: The opening of new air routes, particularly from Toronto and Quebec City starting in December 2025, represents a true strategic turning point for Martinique. Beyond simply increasing accessibility, these connections open a new chapter in our international development. They allow us to significantly expand our customer base by reaching travelers seeking cultural, natural, and authentic experiences, as well as younger, more mobile audiences more drawn to destinations with strong identities—all with direct flights.
For 2026, we anticipate a gradual and solid ramp-up. These routes should attract a more diverse clientele, more curious and more engaged in discovering our heritage, our gastronomy, our landscapes, and our way of life. They will also help strengthen our visibility in high-potential markets where demand for Caribbean destinations is booming.
Another major issue concerns seasonality. These new connections will offer a better distribution of tourist flows throughout the year, which is essential for the economic sustainability of our destination. They will help support traditionally quieter periods, improve the stability of business for professionals in the sector, and foster a more balanced dynamic between peak and off-peak seasons.
Finally, these links represent an important lever to stimulate partnerships with Canadian players - airlines, tour operators, travel agencies - to strengthen our positioning in a market where Martinique has considerable room for growth.
A committed and recognized destination
InfosTourisme.com: You have secured recognition for Martinique as a UNESCO Biosphere Reserve. How does this label fit into your long-term promotion and differentiation strategy?
Karine Roy-Camille: This label, awarded for the entire land and sea territory of Martinique, is much more than a communication tool. It's a long-term commitment. It allows us to position Martinique as a laboratory for sustainable tourism, where the preservation of ecosystems and traditional skills, and the development of local communities are inextricably linked. In our strategy, it becomes a strong differentiator: it reassures, inspires, and attracts a conscious clientele looking to travel differently. It also compels us to be exemplary, to innovate, and to work hand in hand with local stakeholders.
Controlled growth and sustainable tourism
InfosTourisme.com: How do you reconcile tourism growth and sustainability within the Martinique Tourism Committee in a context where travellers are increasingly attentive to their impact?
Karine Roy-Camille: We adopted an integrated approach: development, yes, but better development. This includes, in particular:
- promoting soft mobility and low-impact activities,
- promoting longer, more immersive, more experiential tourism
- support for committed local initiatives,
- raising awareness among visitors about our environmental vulnerabilities.
Growth only makes sense if it benefits the people of Martinique and preserves our natural and cultural heritage.
To appeal to a demanding North American audience
InfosTourisme.com: The North American market is very competitive. In your opinion, what are the new keys to attracting this demanding audience that values authenticity?
Karine Roy-Camille: The key is the authenticity of the place. North American travelers want meaning, human connection, and unique experiences. So we focus on:
- showcasing our expertise, our traditions, our gastronomy and our great rums, the only AOC* rums in the world (*appellation d'origine contrôlée)
- the unique richness of our Creole culture, a legacy of our African, Indian and European mix
- the freedom to venture off the beaten track and discover an accessible territory where outdoor activities are enjoyed, where beaches are not private but belong to everyone
- the quality of our human-scale accommodations and the growing range of luxury villas offering attentive and personalized services
They are looking for a destination where they feel welcomed, respected, and inspired. Martinique perfectly meets this expectation.
Caribbean cooperation: the strength of the collective
InfosTourisme.com: Cooperation between Caribbean destinations, tourism offices, airlines, and private sector players is becoming essential. How do you see these regional alliances evolving in the coming years?
Karine Roy-Camille: I deeply believe in the strength of the Caribbean collective, in this friendly geography that connects us and makes cooperation a natural lever. Our destinations may be competitors in certain segments, but they are also profoundly complementary. It is precisely in this complementarity that our ability to have a greater impact on the international stage lies.
Several key initiatives demonstrate the effectiveness of this collaborative approach. Destination contracts led by Atout France have enabled the pooling of resources, the coordination of promotional activities, and the presentation of a more coherent vision of the Caribbean offering to distant markets. These mechanisms have shown that by joining forces, we gain visibility, credibility, and attractiveness when approaching new target territories.
The Caribbean Tourism Organization (CTO) also plays a vital role in this collective growth. Through its training, research, strategic monitoring, standardization, and promotional activities, the CTO helps to professionalize stakeholders, harmonize standards, and strengthen the overall competitiveness of the region.
In the coming years, these regional alliances will strengthen around three major issues:
- air accessibility, with concerted strategies to attract new companies, optimize connections and facilitate intra-Caribbean travel;
- joint promotion in distant markets, in order to present the Caribbean as a diverse but unified space, capable of meeting a wide range of expectations;
- the pooling of tools, data and expertise, relying on the platforms, studies and training programs offered in particular by the CTO and by Atout France.
By moving forward together, we can create a more legible, more attractive and more sustainable Caribbean space, where each destination asserts its uniqueness while contributing to the collective dynamic.
Data, the key to tourism transformation
InfosTourisme.com: At InfosTourisme.com, we are developing tools this year to help professionals better understand market dynamics (interactive reports, benchmarks, industry data). How do you perceive this trend towards more analytical and collaborative B2B media?
Karine Roy-Camille: This is an essential development. Modern tourism is driven by data, by the detailed analysis of behaviors, and by the ability to anticipate trends. However, in our sector, very few companies have their own observatory, due to a lack of resources, internal expertise, or suitable tools. This reality creates a strong need for access to shared, reliable, and user-friendly solutions.
This is where platforms like InfosTourisme play a crucial role. By developing analytical and collaborative tools, you enable professionals, from small businesses to large corporations, to become more agile, precise, and competitive. You democratize access to data.
Beyond analysis, these tools also promote the emergence of a genuine culture of sharing, transparency and cooperation, essential for building coherent strategies, with all stakeholders, at the territorial level.
Roadmap 2026: Accessibility, Sustainability, Authenticity
InfosTourisme.com: If you had to summarize the 2026 roadmap of the Martinique Tourism Committee in three priorities, what would they be in your opinion?
Karine Roy-Camille: Strengthening year-round air accessibility to support controlled growth. Improving connectivity remains a key pillar for diversifying our markets, streamlining traffic flows, and ensuring balanced growth. This requires consolidating existing connections and opening new routes.
Accelerating the transition to sustainable tourism by leveraging our international labels. Our labels, whether environmental distinctions, quality certifications, or international commitments, establish a demanding framework. They have a limited validity period, which requires rigorous monitoring, regular audits, and continuous improvement, or risk losing them. This dynamic is virtuous. But sustainable tourism is not just about labels.
It also relies on everyday actions: those of professionals who adapt their practices, of tourists who adopt responsible behaviors, and of residents who participate in preserving their environment and culture. It is this collective mobilization that will allow Martinique to be firmly established on an exemplary path.
Promoting the Martinican experience by placing the people, their expertise, and the island's authenticity at the heart of our strategy. The future of our destination depends on a stronger emphasis on what makes us unique: our culture, our traditions, our talents, and our natural and intangible heritage. By involving local communities more deeply, supporting artisanal sectors, and enriching the experiences offered, we are strengthening Martinique's appeal while preserving its soul.
The engine of passion
InfosTourisme.com: Finally, after all these years of passion and commitment, what continues to inspire you in the development of Caribbean tourism?
Karine Roy-Camille: Thank you for those words, "passion and commitment." They resonate deeply with me, because one doesn't enter the tourism industry by chance. One dedicates oneself to it out of conviction, out of a desire to contribute to something that transcends mere economic performance, out of a wish to work for a company, certainly, but also—and perhaps above all—for the common good. For me, tourism has always been first and foremost about encounters, exchanges, and passing on knowledge. It's a sector that sets in motion women and men, cultures, experiences, and emotions. And that is precisely what continues to inspire me after all these years. What inspires me is the profound conviction that tourism can positively transform a region. It's the pride of seeing Martinique shine, be recognized, and be loved for what it truly is. I am happy to have, in my own small way, contributed to writing this chapter in our destination's history.
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