Sunwing Vacations Group Says Winter Bookings Ahead of Last Year & Cuba is Thriving Again

Sunwing Vacations Group brought together 160 leaders from across its vacation and retail brands last week for its third annual Amplify leadership event, sponsored by long-time partner NexusTours. The gathering served as a platform for strategic updates, recognition, and collaboration as the company prepares for the coming winter season.

“We are excited to see the momentum for the 2025-2026 winter season,” said Andrew Dawson, President of Sunwing Vacations Group, who shared key wins and ambitious plans for the winter season.

“Advance bookings are running ahead of last winter and we are excited to see so many vacationers taking advantage of the great Early Booking Bonus offers. We are especially thrilled to be expanding our reach with new destinations like Samana (Dominican Republic), Managua (Nicaragua) and San Andres (Colombia) for Sunwing Vacations and direct to Havana (Cuba) for WestJet Vacations.”

With demand continuing to shift from transborder travel to Latin American and Caribbean destinations, Sunwing Vacations Group is well positioned to capture this momentum and sustain its competitive growth trajectory.

Key highlights from the event included:

• Strategic direction and growth outlook: John Weatherill, WestJet Group Executive Vice-President and Chief Commercial Officer, reaffirmed WestJet’s commitment to strengthening its tour operator division and supporting a robust winter program.
• Enhanced guest experience: Samantha Taylor, WestJet Group Executive Vice-President and Chief Experience Officer, outlined WestJet’s ongoing investments in customer experience—including expanded in-flight Wi-Fi access—benefiting Sunwing Vacations guests.
• NexusTours updates: The destination services partner showcased its continued growth through new branded catamarans, an expanded transfer fleet, and the launch of a new Travel Agent Portal available to all advisors booking through Sunwing Vacations Group brands.
• Brand achievements:
  • Vacation Express celebrated a record-breaking year, contributing to the group’s overall expansion, particularly in Jamaica.
  • WestJet Vacations highlighted increased offerings across Latin American and Caribbean destinations.
  • WestJet Vacations Québec reported remarkable year-over-year growth.
• Corporate social responsibility: Rahul Singh, Head of GlobalMedic, presented on the enduring partnership with Sunwing Vacations, spotlighting humanitarian initiatives and new volunteer opportunities.
• Destination spotlight: Cuba’s tourism resurgence was celebrated, underscored by upgraded product, improved infrastructure, and stronger guest satisfaction.
• Recognition of excellence: Luxe Destination Weddings was recognized as a standout performer, driving growth across sister brands including Vacation Express, Sunwing Weddings, and WestJet Vacations.

“Cuba is absolutely thriving again,” said Dawson. “We’re seeing Canadian travellers rediscover what makes this destination so special. The combination of authentic culture, beautiful beaches, great value and improved guest experiences is creating incredible momentum. Canadians are finding they can enjoy an amazing vacation experience without breaking the bank. Overall, winter is off to a great start with group vacations and new destinations, with some key dates and prime hotels already selling out.”

The company is also seeing an increase in sales from advisors.

“We’re seeing momentous growth from travel advisors this winter,” said Steph Ng, WestJet Group Vice President of Marketing. “That’s why we continue to recognize our advisor community in this year’s winter campaign – they’re the driving force behind connecting Canadians to their dream vacations and we’re committed to supporting their success.”