How does your previous experience inform how you will promote St. Kitts to agents?
My extensive background in sales and marketing within the UK travel industry equips me with a unique insight into effectively promoting St. Kitts. For example, during my time as consultant for the British Virgin Islands Tourist Board, I successfully increased brand awareness significantly, achieving a remarkable 7,000% growth in social media followers.
Experiences like these honed my skills in developing compelling content, planning targeted campaigns and building relationships with key stakeholders, such as tour operators and travel agents. I aim to leverage these skills to create tailored marketing initiatives that resonate with the UK market while highlighting the appeal of St. Kitts.
How are UK arrivals looking at the moment and what are your goals? How will you achieve this?
UK arrivals are showing positive growth, with a notable 10% increase in 2025 compared to 2024. My primary goal is to build on this momentum by enhancing our marketing strategies and focus on niche markets such as wellness tourism.
I plan to achieve this by collaborating closely with our key tour operators to develop joint marketing campaigns that promote St. Kitts as a premier travel destination. Regular monitoring of market trends will allow us to refine our approach and ensure we are meeting the evolving needs of UK travellers.
For agents less familiar with St. Kitts, what are the standout hotels, experiences, etc?
St. Kitts offers a range of standout hotels and experiences that appeal to various traveller preferences. For example, luxury seekers, see the Park Hyatt St. Kitts as a top choice, with its stunning beachfront location and exceptional amenities, whereas those looking for a blend of charm and convenience might opt for Timothy Beach Resort, from which they can easily stroll down to the bars and restaurants on The Strip.
For those interested in cultural experiences, the Brimstone Hill Fortress National Park provides a rich historical backdrop alongside breathtaking views. Adventurous visitors can explore our island’s lush rainforests or take part in water sports like snorkelling, diving, kayaking and parasailing, and nature lovers can spot the brown pelican, our national bird.
Anything new for this year or beyond?
There are exciting developments for St. Kitts this year, including a new interline agreement between Virgin Atlantic and InterCaribbean Airways. This partnership opens up another route option for UK travellers to St. Kitts flying via Barbados, to complement the existing twice-weekly direct flight from London Gatwick with British Airways.
The St. Kitts Music Festival takes place June 25-27, 2026 this year – every year it gets bigger and better. This year the multi-talented singer Kehlani is performing at the event and our visitors can look forward to a lively atmosphere, with a diverse range of music genres from both local and international artists.
St. Kitts and Nevis Restaurant Month takes place in July, providing a delicious, vibrant, culinary celebration that offers a taste of our island’s tantalising cuisine! This event has been extended from one week to a month for the first time this year.
Then there’s Sugar Mas in December. It’s a spectacular carnival where our visitors and locals come together to enjoy St. Kitts’ rich culture and heritage through music, vibrant colours, feathers and lots of glitter!
What are your selling tips for the destination?
A significant selling point for St. Kitts is that our island does not have any all-inclusive hotels, positioning us well for clients who seek adventure and cultural immersion. St. Kitts delivers an authentic, fulfilling and engaging travel experience, where holidaymakers are quickly embraced into the heart of island life.
It is also essential to highlight our island’s blend of natural beauty, rich culture and adventurous opportunities to any clients considering St. Kitts. It’s not a typical “fly and flop” destination. Emphasising our island’s healing powers to clients is a good tip! St. Kitts has a range of mindful island activities from starlit sleep therapy to sunset catamaran sails, where visitors can rediscover their inner peace.
Is there scope for agents to encourage visitors to St. Kitts who may be avoiding the U.S. or Latin America at the moment?
Absolutely! With current geopolitical concerns, many travellers are seeking safe, beautiful alternatives. St. Kitts has a welcoming atmosphere and a diverse offering; it really does tick all the boxes in terms of attracting visitors who may want to avoid the U.S. or Latin America.
Agents can highlight our island’s safety, immersive experiences such as the Liamuiga Natural Farm Tour, the rum tasting tours and adventure activities as compelling reasons to visit St. Kitts
I am thrilled to be part of the St. Kitts Tourism Authority, and I am committed to driving our initiatives to promote our uncrowded and vibrant destination.
I believe that continuous engagement with travel agents, tour operators, and a strong focus on innovative marketing strategies will be key to our success.
I look forward to building strong partnerships and working alongside our UK trade sales team to ensure that St. Kitts becomes the go-to destination for travellers in the UK.
