First Quarter Growth Driven by Global Marketing Success and Renewed Industry Confidence

The St. Kitts Tourism Authority (SKTA) held its 2025 Stakeholder Meeting, marking a significant step in the Federation’s evolving tourism strategy. Led by newly appointed CEO Kelly Fontenelle, the meeting highlighted a strong first-quarter performance, strategic marketing initiatives, and a commitment to homegrown leadership and capacity building. The positive results and collaborative atmosphere underscored the SKTA’s determination to establish St. Kitts as a premier destination in the global tourism market. This renewed focus aims to create a sustainable and inclusive tourism economy that benefits both the industry and the people of St. Kitts and Nevis.

The first quarter of 2025 saw substantial growth in key tourism metrics. Air arrivals increased by 14% compared to the same period in 2024, reaching 61,374 visitors. Cruise arrivals also continued their upward trend, welcoming 690,244 passengers. Total visitor spending reached US$24.3 million, with American tourists contributing over half of that amount. Nevis also experienced a significant boost, with a 20% increase in lodging spending, further demonstrating the overall positive momentum in the tourism sector. These figures signify the effectiveness of the SKTA’s strategic initiatives and the growing appeal of St. Kitts and Nevis as a desirable travel destination.

The SKTA’s strategic marketing campaigns across key international markets drove significant engagement and generated substantial returns. In the United States, a multi-pronged approach featuring high-visibility placements in major cities like New York and Atlanta, coupled with targeted airport advertising and a dedicated St. Kitts Week on NBC 6, reached over 1.38 billion impressions and resulted in over 44,300 direct referrals to local businesses. In Canada, strategic partnerships with The Weather Network and Air Canada Vacations maintained a high flight load factor of 89%. The UK market saw a significant boost in brand visibility through prominent advertising on London Underground trains and buses, complemented by a romance-themed digital campaign across various platforms including Sky TV, YouTube, and travel websites. These strategic marketing efforts effectively targeted key demographics and contributed to increased visitor numbers.

Beyond traditional marketing, the SKTA leveraged digital platforms and travel trade networks to expand its reach and connect with potential visitors and industry professionals. The authority’s Instagram presence saw remarkable growth, with a 226% increase in reach and a 46% rise in followers, attributed to refreshed storytelling and engaging local content. Recognizing the importance of the travel trade, the SKTA significantly expanded its database by adding 726 new agents and certified 158 specialists through its TravPro platform. This investment in both digital marketing and travel trade relationships is crucial for long-term growth and establishing strong partnerships within the industry.

A key element of the SKTA’s new strategic direction is a focus on nurturing local talent and building internal capacity. CEO Kelly Fontenelle championed a series of internal promotions, emphasizing the importance of empowering local expertise. Newly appointed leaders include Jonette Boyd as Marketing & Communications Manager, Danielle Weekes as Business Development Manager, Goldha Franks as Training Manager, Savita Tilackdharry as Communications & Digital Marketing Officer, Drunisha Hanley as Caribbean Sales & Events Officer, and Sheridan Hendrickson as Research Officer. This commitment to homegrown talent demonstrates the SKTA’s dedication to fostering leadership within the organization and ensuring future sustainability. The newly formed Training Department, headed by Goldha Franks, further reinforces this commitment by providing essential training programs focused on service improvement, cultural sensitivity, and conflict resolution. These initiatives aim to enhance the overall visitor experience and elevate the quality of service across the tourism industry.

Looking forward, the SKTA is committed to maintaining its growth trajectory through various initiatives, including the “Your New Love Language” campaign, the SKTA Summer Sweepstakes, international roadshows, and familiarization trips for travel agents. These initiatives aim to sustain momentum, attract new visitors, and strengthen relationships with industry partners. The SKTA is also prioritizing regional partnerships, launching campaigns in neighboring Caribbean islands and conducting webinars for regional travel agents. This focus on regional collaboration is essential for expanding market reach and promoting St. Kitts and Nevis as a premier destination within the Caribbean. With a unified vision, strategic investments, and a focus on delivering unforgettable experiences, the SKTA is poised for continued success in the competitive global tourism landscape. The combined efforts of the leadership team, tourism stakeholders, and the government demonstrate a strong commitment to building a sustainable, inclusive, and globally competitive tourism economy that reflects the unique spirit of St. Kitts and Nevis.