Martinique tourism officials expect to make major inroads in the Ontario market, noting their efforts will have the backing of a particularly weighty player in this country’s tourism trade.

Air Canada will begin weekly service between Toronto and Fort De France on Dec. 16, with flights running through the winter. The carrier has for years been offering Montreal-Fort De France service, with that year-round operation having up to 5 weekly flights during the busy winter season. The Toronto route will be the first linking the Ontario capital and the tropical island.

“I want to express my deep gratitude to Air Canada,” Bruno Brival, CEO of the Martinique Tourism Committee, said during a Nov. 7th Toronto event. “This new route… opens doors to new opportunities… I hope the new air service marks the beginning of an exciting adventure for all of us.”

Having a non-stop flight is “crucial” to building Martinique’s following in Ontario, he added. The Toronto departures will be on Saturdays. Tourism authorities are hoping the number of Canadians visiting the island will rise by 25% over the next 3 years, with Brival labelling Martinique a “new market” for us.

Air Canada’s Karen Acs in turn told the gathering that her airline and Martinique have “a very, very long-standing partnership,” with the airline beginning its Montreal-Fort De France route in 2009. She said the nature of the Toronto route will be a strong selling point. “We all love a direct flight.” Having multiple Montreal-Fort De France flights each week provides a “backup,” she continued. Acs said the likes of Martinique’s cultural sites mean it is “so much more than a beach.” Air Canada Vacations is offering Martinique packages.

Martinique is promoting itself as what Brival at one point during the evening said is a different type of destination for Canadians, with the island shunning the mass tourism concept and also having only one all-inclusive, a Club Med resort. The French-speaking island  is part of France and the French influence is visible throughout, prompting Brival to label Martinique as “France with tropical weather.”

Creole is another widely spoken language on the island, with Creole culture featuring prominently as well. Tourism officials say that English is commonly spoken by those working in tourism.

Brival said visitors will find white-sand beaches and “crystal-clear” water but said that’s only one aspect of a Martinique vacation. He said historical sites on an island that has been governed by different European countries mean his destination amounts to an “open-air museum,”  while the “exceptional biodiversity” of his home — which is often dubbed “The Isle of Flowers — has been recognized by UNESCO. The UN body has named Martinique a UNESCO biosphere reserve.

Martinique has earned two other UNESCO tributes. Brival added that Martinique’s culinary scene makes it a “gourmet paradise,” and the island has the “best rum in the world.” Martinique rum distilleries host visitors, with rum-tastings available.

Brival said Martinique is an intriguing blend of French, African, English and some Spanish influences, while adding the destination’s past hasn’t always been idyllic, and it’s not trying to conceal the colonialism and slavery that were once part of daily life. He said his destination is a particularly safe one for tourists. Martinique’s tourism infrastructure includes over 3,500 hotel rooms, and visitors can also opt to stay in villas, apartments and home rentals, which collectively add another 4,500 room choices.

Meanwhile, Tammy Thompson of MSC Cruises told the audience that her company has partnered with Air Canada, which will this winter be delivering MSC Cruises clients to Martinique, where they’ll board the MSC Seascape for Caribbean sailings. The vessel is homeporting in Fort De France this winter.

Thompson reported that her cruise line is the world’s third largest and provides “unique offerings,” including making cheese and chocolate onboard and its ships having staircases with influences from famed jeweller Swarovski.

The Club Med Boucaniers (Buccaneer’s Creek) is reopening this month.