The Bahamas Ministry of Tourism Appoints Siren Communications as Canadian Agency of Record
Strategic partnership to grow Canadian arrivals and showcase The Bahamas’ diverse islands and culture

The Bahamas Ministry of Tourism, Investments & Aviation has announced the appointment of Siren Communications as its agency of record in Canada, effective immediately. This strategic partnership reflects the Ministry’s ongoing commitment to deepening engagement with one of its fastest-growing international markets.

Canada remains a top source market for The Islands of The Bahamas, with travellers drawn to the destination’s stunning beaches, vibrant festivals, and rich cultural heritage. With expanded airlift now making it even easier to reach The Bahamas from major Canadian cities, the Ministry is prioritizing year-round demand through targeted marketing initiatives and a refreshed global brand campaign.

“Our new partnership with Siren Communications comes at a pivotal time as we continue to invest in the Canadian market,” said Latia Duncombe, Director General, The Bahamas Ministry of Tourism, Investments & Aviation. “Canada is one of our most valued markets, and we are focused on inspiring more Canadians to experience the warmth of our people, the richness of our culture, and the diversity of our islands throughout the year. Siren’s expertise and familiarity with The Bahamas make them an ideal partner as we strengthen our presence in Canada.”

The appointment coincides with the rollout of the Ministry’s bold new brand campaign, “The Bahamas: A Lifetime of Islands”, launched in April 2025. The campaign encourages visitors to discover the 700 islands and cays of The Bahamas and explore beyond the familiar, offering distinct experiences across 16 main islands.

Toronto-based Siren Communications has more than two decades of experience representing some of the world’s leading destinations and resorts, including long-standing work with Atlantis Paradise Island and The Ocean Club, both iconic Bahamian properties.

“We are honoured to represent The Bahamas in the Canadian market,” said Ann Layton, Founder and President of Siren Communications. “Our team has a deep appreciation for the islands, the culture, and the people of The Bahamas, and we are excited to help connect more Canadians to the incredible experiences that await them across the archipelago.”

With vibrant festivals, authentic culinary traditions, and welcoming people, The Bahamas continues to offer Canadian travellers countless reasons to visit year-round.

About The Bahamas

The Bahamas has over 700 islands and cays, as well as 16 unique island destinations. Located only 50 miles off the coast of Florida, it offers a quick and easy way for travellers to escape their everyday. The island nation also boasts world-class fishing, diving, boating and thousands of miles of the Earth's most spectacular beaches for families, couples and adventurers to explore. See why It's Better in The Bahamas at www.bahamas.com or on Facebook, YouTube or Instagram..

Media Contacts:

Anita Johnson-Patty
Director, Global Communications
Bahamas Ministry of Tourism, Investments & Aviation
ajohnson@bahamas.com

Tim Gallant
Siren Communications
tim@sirencommunications.com