The St. Kitts Tourism Authority is stepping up its engagement with the UK travel trade.
A new promotional partnership with Chelsea and England footballer Cole Palmer aims to create stronger awareness of the Caribbean island, with the chance for agents to win prizes including signed shirts from the footballer.
The campaign will also be supported by wider trade incentives, with the tourism authority considering another global fam trip following a successful programme last year that brought together agents from the UK, U.S. and Canada.
The potential trip, which is expected later this year, could include a mix of top-selling agents, competition winners and trade partners who perform well in destination training.
Visitor growth and airline partnerships
St. Kitts reported strong tourism growth last year, with arrivals rising by around 10% compared with the previous year.
The tourism authority hopes to build on that momentum in 2026 while keeping growth sustainable.
The UK market remains a priority, currently served by direct flights with British Airways via Antigua. New interline arrangements also mean travellers can now book St. Kitts through Virgin Atlantic connections using regional carrier InterCaribbean Airways.
The additional capacity is expected to make the destination more accessible for UK travellers.
Focus on high-value niches
Alongside growing overall arrivals, the tourism authority is targeting several high-value niche markets.
Golf tourism is being revived after slowing following the pandemic, while culinary tourism is also a major focus as the island looks to showcase its local food culture.
The destination is also looking to expand its presence in the luxury yachting sector following investment in the marina at Christophe Harbour by global marina operator Safe Harbor Marinas.
The upgraded marina has already begun welcoming large yachts, and the tourism authority hopes to attract more sailors and yacht owners visiting the Caribbean.
New restaurants and hotel upgrades
Several hospitality developments have launched or undergone upgrades across the island.
These include the reopening of waterfront restaurant Salt Plage at Christophe Harbour and the expansion of the dining area at Orchid Bay Beach House, an Italian restaurant known for incorporating local ingredients.
Yanni’s One Pot restaurant in Frigate Bay has also opened, while the popular rum experience at Old Road Rum has expanded its bar area to enhance the visitor experience.
In accommodation news, Sugar Bay Club is preparing for major renovations beginning in May, while boutique property Sunset Reef, part of Small Luxury Hotels of the World, has refurbished its beach bar. Meanwhile, the Koi Resort has added a new man-made beach on-site for its guests.
Selling tips for agents
Kelly Fontenelle, Chief Executive Officer for The St. Kitts Tourism Authority, said St. Kitts stands apart from many Caribbean destinations because it has relatively few all-inclusive resorts, encouraging visitors to get out in the destination to explore local restaurants, attractions and communities.
“We often say we’re an ‘all-inclusive destination’ without the all-inclusive resorts,” she said.
The island has fewer than 3,000 hotel rooms, meaning beaches and attractions rarely feel crowded. Its growing rainforest, strong cultural heritage and renowned diving sites also offer agents multiple selling angles.
The destination will also showcase its culture through major upcoming events, including the annual St. Kitts Music Festival from June 25–27 and Culinary Month in July, which celebrates its 10th anniversary this year.
Fontenelle added that both events offer opportunities for agents to build packages or group travel.
She said travel agents remain central to the island’s growth strategy because of their direct influence on consumer travel decisions.
“Travel advisors are really important because they’re the ones face-to-face with the consumer,” she said. “Their recommendations most times are the ones travellers will take.”
