Martinique takes a major step forward in its tourism diversification strategy with the announcement of a direct service between Quebec City and Fort-de-France, operated by Air Canada from December 7, 2025. This new service joins existing routes from Montreal and Toronto, consolidating links between the French Caribbean and Canada’s French-speaking province.
A strategic step towards market diversification
For Bénédicte Di Géronimo, President of the Comité Martiniquais du Tourisme (CMT), this new direct link represents a major step forward in the CMT’s vision: “Our ambition is clear: to reduce our dependence on the French market and open up new outbound markets on a long-term basis. Canada, and in particular the province of Quebec, is a natural partner with which we share a language, cultural affinities and a strong sense of complementarity.
She stresses the structural importance of this strategy: “It’s not about one-off operations, but about building lasting relationships with airlines, agencies, the media and travellers. This line with Quebec City is the fruit of a dialogue that began several years ago, and the start of a new cycle. “to convince the airlines. It’s also about seizing opportunities,” emphasizes Bénédicte Di Géronimo – the driving force behind this initiative with SAMAC, the operator of Aimé Césaire airport.
“This line opening is an excellent signal. It shows that the development of tourism in Martinique is on the right track, with clear market diversification choices. She reminds us that the challenge is also to make these services sustainable: “We have to keep working, so that our various projects eventually come to fruition and become part of the long term.”
This new route has a clear objective: to diversify tourist flows beyond the French market, which still accounts for 68% of stayover tourists. Canada, which is growing strongly (+44% between 2019 and 2023), has demonstrated its potential, thanks in particular to an active, French-speaking clientele interested in long stays.
Means to ensure continuity
From December 2025 to April 2026, the weekly Sunday flight between Quebec City and Fort-de-France will be operated by a 169-seat Boeing 737, with a top-of-the-range business class. In all, more than 7,000 seats will be offered.
To support the launch, SAMAC provided logistical and financial assistance, including reduced airport charges for 24 months, local marketing campaigns, and easier passenger handling.
Nathalie Sébastien, Chairman of SAMAC’s Management Board, comments: “Aimé Césaire airport is designed to handle up to 3 million passengers. Everything has been thought out to ensure that this new line fits in perfectly, optimizing logistical, human and technological resources.” She adds: “We’re going to support the line’s long-term viability through two levers: marketing support to develop the flow out of Martinique, and financial support to encourage Air Canada.”
Real teamwork
According to Valérie Césarine, SAMAC’s Sales and Marketing Director: “This hard work has brought us good news in terms of connectivity. It’s a collective success that reflects the commitment of an entire region.
This success is based on a joint mobilization. ” All SAMAC departments were called upon to welcome this flight in the best possible conditions: from the Aeronautical Development department, which piloted the project with Air Canada, to the operations teams preparing the facilities for the new time slots, or the IT department for the integration of passenger processing systems, the legal and accounting departments for adjusting the contracts and terms and conditions of charges, not forgetting airport compliance, essential for guaranteeing the safety and fluidity of operations,” insists Valérie Césarine.
A clear focus on gastronomy and nature
CMT has chosen two pillars to build a strong identity with the Canadian public: gastronomy and biodiversity. “It’s important to be visible in a territory that’s sending out messages.
Legibility creates almost indestructible links,” defends Bruno Brival, General Manager of the CMT. This strategy is reflected in the Martinique Gourmande festival, as well as in targeted campaigns and trade shows.
An ambitious marketing strategy supported by CMT
Gaëtan Paderna, CMT Marketing Director, adds: “We’ve already mobilized hoteliers, rental companies and activity providers to build a competitive, easy-to-understand offer.
He explains: “Our strategy is based on two complementary levers. On the one hand, targeted campaigns for the general public in the province of Quebec, using billboards, digital media, media partnerships and events such as the Martinique Gourmande festival. We also work closely with travel professionals: agents, tour operators and distributors, whom we train, accompany and bring to Martinique for familiarization trips. This helps anchor Martinique in the travel options of Canadians.
Air Canada believes in Martinique's potential
Air Canada asserts itself as a key partner in Martinique’s air development. Alexandre Lefèvre, Vice President, North American Network Planning, underlines the importance of this opening: “Opening this route is a real gamble, but the Quebec market has a natural affinity with Martinique. We want to offer a warm, authentic French-speaking destination.
He points out that this new route is part of a wider dynamic of traffic growth to Martinique: “With routes departing from Montreal, Toronto and now Quebec, our commitment is growing. We’ve recorded high load factors, and we’re seeing a real craze for the destination.
This direct flight from Quebec City is also a response to strong logistical demand: “Many travellers from the Quebec City region used to have to travel several hours to Montreal. From now on, they’ll benefit from a non-stop flight on Sundays, under optimum conditions, with our Boeing 737 equipped with a top-level business class.”
Air Canada also plans to support the route through commercial partnerships with tour operators, hoteliers and Air Canada Vacances. “There’s no guarantee that a route will endure, which is why we need to mobilize the entire chain. But we believe in Martinique’s potential, and we’re ready to work hand in hand with its stakeholders.”
A high-contribution customer base
The figures speak for themselves: 35,325 Canadian tourists in 2023.
Their profile?
– 64% are aged between 25 and 54,
– 56% are managers or employees,
– 17% retired.
On average, they spend 11 days in the area, sometimes more when teleworking, and spend around €1,110 per person.
Towards sustainable, shared success
This new service marks a significant step forward for Martinique. It consolidates its position in the Canadian market, enhances the value of its identity, and illustrates the strength of strategic cooperation between institutions, airline operators and socio-professionals. All that remains now is to make this route a lasting success.
