Tobago Tourism Agency Ltd.
Tobago offers a glimpse of the Caribbean of the past: unhurried, deeply connected to its culture and communities, and still defined by its extraordinary natural environment. Protected rainforest, secluded beaches, thriving coral reefs, rich biodiversity, and a distinctive mix of African, Indian, European, and Indigenous influences give the island a character all its own.
Siren works with the Tobago Tourism Agency Limited to build awareness of this unspoilt, untouched, and undiscovered Caribbean destination to inspire more Canadian travellers to experience it for themselves.
Our Approach
Despite its distinctive tourism offering, Tobago has historically had a lower profile in Canada than many Caribbean destinations. The opportunity is to introduce more Canadians to the island while establishing a clear identity for Tobago and capitalizing on growing accessibility, including new nonstop service from Toronto.
The Opportunity
Siren combines earned media, press trips, visiting media opportunities, travel trade engagement, and targeted consumer activations to bring Tobago’s story to life in Canada. Our storytelling focuses on what sets the island apart, from the UNESCO-listed Main Ridge Forest Reserve and Nylon Pool to community tourism, culture, cuisine, and Tobago’s extraordinary natural environment.
Our Strategy
Our program has brought leading Canadian journalists to Tobago, generated earned coverage across English- and French-language media, and created new opportunities for the destination to engage directly with the travel industry.
In 2026, Siren also supported the Canadian launch of Caribbean Airlines’ new nonstop Toronto–Tobago service, opening an important new chapter for the destination in Canada.
Our Impact
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