Sunwing Vacations Group
Sunwing Vacations Group is the leisure-travel division of the WestJet Group, operating vacation-package, tour-operator, travel-retail, and destination-wedding businesses in Canada and the United States.
Last updated August 31, 2026
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Overview
Sunwing Vacations Group is a Canadian leisure-travel organization headquartered in Toronto, Ontario. Formerly known as Sunwing Travel Group, it became a subsidiary of the WestJet Group on May 1, 2023, following WestJet's acquisition of the business. The group now functions as WestJet's leisure division while continuing to operate several established travel brands, including Sunwing Vacations, WestJet Vacations, WestJet Vacations Quebec, Vacation Express, SellOffVacations.com, and Luxe Destination Weddings. The business traces its origins to 2002, when Colin Hunter founded Sunwing Group. Its early development focused on tour operating and vacation travel for Canadian customers. By 2004, the company had become Ontario's second-largest tour operator. The group subsequently expanded into air transportation, with Sunwing Airlines operating its inaugural flight from Toronto Pearson International Airport on November 17, 2005. The airline helped connect the tour-operator business with the leisure destinations and package offerings that became central to the group's model. Sunwing pursued a substantial expansion program from 2009 onward. In 2009, it acquired Signature Vacations and the SellOffVacations.com travel-retail division from TUI Travel. The transaction also resulted in TUI Travel receiving a 49 percent stake in Sunwing Travel Group, while Stephen Hunter succeeded his father as chief executive. In 2010, the group acquired Caribbean NexusTours, a destination-management and tour-operator business in the Dominican Republic and Mexico; the business was renamed NexusTours and remained a separate operation within the wider group. Sunwing further diversified through the acquisition of Luxe Destination Weddings in 2011 and the purchase of Atlanta-based Vacation Express in 2012, its entry into the United States market. The wider group also developed a resort-related presence through its Blue Diamond Resorts affiliate. In 2015, Blue Diamond Resorts announced plans for a 600-room property in Jamaica, and construction began later that year on a 500-room resort in Antigua. These initiatives complemented Sunwing's package-tour and air-service activities by giving the group a greater role in resort supply and destination experiences. WestJet announced its acquisition of Sunwing Travel Group in March 2022, and the transaction closed on May 1, 2023. The combination brought Sunwing's vacation-package capabilities, tour-operator relationships, and travel brands into WestJet's broader airline and vacation business. The group was positioned as a way for WestJet to strengthen its presence in all-inclusive travel and sun destinations while pursuing operational efficiencies and closer coordination between air transportation and vacation packages. Following the acquisition, Sunwing Vacations Group continued to operate as a distinct organization and brand platform within the WestJet Group. Sunwing Vacations remained in the portfolio, alongside WestJet Vacations and the U.S.-focused Vacation Express. In May 2024, the group introduced WestJet Vacations Quebec, a Quebec-focused vacation provider offering all-inclusive packages from Montréal–Trudeau International Airport, Québec City Jean Lesage International Airport, and CFB Bagotville to destinations in the Caribbean, Central America, and Mexico. The group's contemporary scope therefore combines vacation packaging, tour operations, travel retail, destination weddings, and related leisure-travel services rather than representing only an airline brand.
History
Sunwing Group was founded in 2002 by Colin Hunter in Canada. Its initial business was tour operation and leisure travel, and the company reached the position of Ontario's second-largest tour operator by 2004. The group then added an airline component: Sunwing Airlines' first flight departed Toronto Pearson International Airport on November 17, 2005, using a Boeing 737-800. A major expansion phase began in 2009, when Sunwing acquired Signature Vacations and the SellOffVacations.com retail business from TUI Travel. The arrangement gave TUI Travel a 49 percent interest in Sunwing Travel Group. Stephen Hunter succeeded Colin Hunter as chief executive at that point. In 2010, Sunwing acquired Caribbean NexusTours, which operated in the Dominican Republic and Mexico. It was renamed NexusTours and continued as a separate company within the group. Sunwing announced a planned seasonal move into European service in 2011, although the proposed initiative did not develop into a recorded regular Sunwing European flight program. Also in 2011, the group acquired Luxe Destination Weddings, broadening its leisure portfolio into destination-wedding travel. In 2012, it purchased Vacation Express, an Atlanta-based tour operator, giving Sunwing a U.S. market presence. The group's expansion also included resort development through Blue Diamond Resorts. In 2015, an affiliate announcement described plans for a 600-room resort in Jamaica. Later the same year, construction began on a 500-room, $400 million resort in Antigua; the available reference identifies the figure as a project amount but does not provide a financial reporting period or independent transaction context. WestJet announced the acquisition of Sunwing Travel Group in March 2022. The acquisition was completed on May 1, 2023, when Sunwing became part of the WestJet Group. The combination was intended to strengthen WestJet's position in vacation packages, all-inclusive travel, and sun destinations by combining its airline platform with Sunwing's tour-operating and vacation-package capabilities. After completion, Sunwing Vacations Group operated as WestJet's leisure division while retaining distinct brands and businesses. The post-acquisition portfolio included Sunwing Vacations, WestJet Vacations, and WestJet Vacations Quebec in the Canadian market; Vacation Express in the United States; and travel-retail and specialist businesses including SellOffVacations.com and Luxe Destination Weddings. On May 14, 2024, the group announced WestJet Vacations Quebec, a provider designed for Quebec residents. Its packages were described as covering 20 Caribbean, Central American, and Mexican destinations and departing from Montréal–Trudeau International Airport, Québec City Jean Lesage International Airport, and CFB Bagotville. The group therefore evolved from a Canadian tour operator into a multi-brand leisure-travel organization within WestJet, with activities spanning vacation packaging, tour operation, online travel retail, destination weddings, and airline-linked holiday distribution.
- 2024
WestJet Vacations Quebec launched
[1]A Quebec-focused vacation provider was announced on May 14, serving travelers from three Quebec airports.
- 2023
Joined the WestJet Group
[1]The acquisition closed on May 1, making Sunwing Travel Group a subsidiary of the WestJet Group.
- 2022
WestJet announced acquisition
[1]WestJet announced its planned acquisition of Sunwing Travel Group.
- 2015
Blue Diamond Resorts expansion announced
[1]The affiliate announced a 600-room resort project in Jamaica and began construction on a 500-room resort in Antigua later that year.
- 2012
Vacation Express acquired
[1]The Atlanta-based tour operator became the group's entry point into the United States market.
- 2011
Luxe Destination Weddings acquired
[1]The acquisition expanded the group's specialist destination-wedding offering.
- 2010
Caribbean NexusTours acquired
[1]Sunwing acquired Caribbean NexusTours in the Dominican Republic and Mexico and renamed the business NexusTours.
- 2009
Signature Vacations and SellOffVacations.com acquired
[1]Sunwing acquired the tour operator and its retail division from TUI Travel; TUI received a 49 percent stake in Sunwing Travel Group.
- 2005
Sunwing Airlines inaugural flight
[1]Sunwing Airlines began service with a Boeing 737-800 flight from Toronto Pearson International Airport on November 17.
- 2004
Reached second position among Ontario tour operators
[1]Sunwing had become Ontario's second-largest tour operator.
Products and positioning
A leisure-travel portfolio serving Canadian and American vacation customers through tour operators, vacation-package brands, travel-retail businesses, and destination-wedding services, with particular strength in all-inclusive holidays and sun destinations.
Canadian vacation operator
Sunwing Vacations
Sunwing Vacations is the group's principal Canadian vacation brand. It packages leisure travel, including all-inclusive holidays and air-and-hotel trips to warm-weather destinations. The brand remains distinct within the WestJet Group's leisure portfolio after the 2023 acquisition.
Vacation packages
WestJet Vacations
WestJet Vacations combines WestJet air service with vacation accommodation and related travel components. Within Sunwing Vacations Group, it represents the WestJet-branded vacation-package offer and supports the parent airline's broader leisure-travel strategy.
Quebec vacation provider · 2024
WestJet Vacations Quebec
WestJet Vacations Quebec was introduced in 2024 for Quebec residents. Its offering centers on all-inclusive travel to 20 destinations across the Caribbean, Central America, and Mexico, with departures from Montréal–Trudeau, Québec City Jean Lesage, and CFB Bagotville.
U.S. tour operator
Vacation Express
Vacation Express is an Atlanta-based tour operator acquired by Sunwing Travel Group in 2012. It provides the group's established U.S. market presence and focuses on leisure vacation packages.
Online travel retail
SellOffVacations.com
SellOffVacations.com is a travel-retail business acquired with Signature Vacations from TUI Travel in 2009. It extends the group's distribution through an online vacation-shopping and booking channel.
Destination-wedding travel · 2011
Luxe Destination Weddings
Luxe Destination Weddings is a specialist travel business acquired in 2011. It broadens the group's vacation portfolio into destination weddings and related travel arrangements for wedding parties and guests.
Brand decisions
2024
Launch of WestJet Vacations QuebecProduct launchBackground
The group identified a need for a vacation offering tailored to Quebec residents and local departure airports.
Action taken
Sunwing Travel Group announced WestJet Vacations Quebec on May 14, offering all-inclusive packages to 20 sun destinations from three Quebec airports.
Aftermath
The launch added a regional brand to the post-acquisition vacation portfolio while retaining Sunwing Vacations as a separate brand.
2022
WestJet acquisition announcedM&ABackground
WestJet sought to strengthen its position in vacation packages, all-inclusive travel, and sun destinations.
Action taken
WestJet announced an agreement to acquire Sunwing Travel Group.
Aftermath
The transaction closed on May 1, 2023, and Sunwing became part of the WestJet Group's leisure division.
2012
Acquisition of Vacation ExpressM&ABackground
Sunwing aimed to diversify geographically beyond its Canadian customer base.
Action taken
The group acquired the Atlanta-based tour operator Vacation Express for an undisclosed amount.
Aftermath
Vacation Express became the group's U.S. market platform.
2010
Acquisition of Caribbean NexusToursM&ABackground
Sunwing pursued expansion in destination operations in the Caribbean and Mexico.
Action taken
The group acquired Caribbean NexusTours and renamed it NexusTours, retaining it as a separate company within Sunwing Travel Group.
Aftermath
The acquisition strengthened the group's destination-management and tour-operating presence in the Dominican Republic and Mexico.
2009
Acquisition of Signature Vacations and SellOffVacations.comM&ABackground
Sunwing sought to expand its Canadian tour-operating and travel-retail footprint through the purchase of businesses owned by TUI Travel.
Action taken
It acquired Signature Vacations and the SellOffVacations.com retail division. TUI Travel received a 49 percent ownership stake in Sunwing Travel Group, and Stephen Hunter became chief executive.
Aftermath
The transaction increased the group's scale and added an established online travel-retail channel.
Recent events
20 Blue Diamond Resorts properties integrate into Marriott Autograph Collection[2]
Reported:
Sunwing Travel Group announced that 20 Blue Diamond Resorts properties had been fully integrated into Marriott International's Autograph Collection, effective October 5, 2021. The properties also joined Marriott Bonvoy and remain independently owned and operated by Blue Diamond Resorts.
Sources2 sources
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