The Commencement of a Bold New Era

Jonette Boyd, the newly appointed Marketing and Communications Manager at the St. Kitts Tourism Authority (SKTA), is spearheading a transformative era for the island’s tourism sector. Her dynamic leadership and innovative strategies are reshaping St. Kitts’ global image, attracting a new wave of travelers eager to experience the island’s unique blend of natural beauty, rich culture, and vibrant culinary scene. Boyd’s approach emphasizes targeted engagement with key stakeholders, leveraging impactful events and collaborations to position St. Kitts as a premier Caribbean destination. Her recent successes signal not just a change in marketing tactics, but a fundamental shift in how St. Kitts presents itself to the world.

Boyd’s UK tour in March 2024 exemplifies her proactive and targeted approach. The meticulously planned itinerary included meetings with 21 UK tour operators at Unite Caribbean in London, followed by a prominent presence at the Caribbean by the Coast event in Bexhill-on-Sea. These engagements facilitated crucial connections with industry professionals, fostering relationships that are essential for driving bookings and increasing St. Kitts’ visibility in the UK market. The culmination of the UK tour was a high-profile event at the Ivy Chelsea Garden in London, attracting independent travel agencies and industry influencers. The event underscored St. Kitts’ commitment to engaging directly with travel professionals, showcasing the island’s unique offerings and building strong partnerships to drive future growth.

The success of the UK tour was amplified by Boyd’s innovative engagement strategies. Sponsoring the pre-dinner cocktails at Caribbean by the Coast, featuring signature Kittitian rum-based drinks, offered a taste of the island’s vibrant culture and provided a memorable experience for the attendees. The strategic inclusion of prize giveaways, including a coveted spot on a four-night St. Kitts familiarization trip, further incentivized engagement and generated excitement among travel agents. These carefully curated experiences not only raised awareness of St. Kitts but also fostered goodwill within the travel trade, creating valuable advocates for the destination.

Beyond the UK, Boyd’s strategic vision extends to leveraging culinary tourism as a key driver of destination appeal. Her leadership at the South Beach Wine & Food Festival in Miami showcased St. Kitts’ rich culinary heritage to a discerning international audience. The island’s presence at the festival, featuring traditional dishes like johnny cakes and saltfish prepared by renowned chefs Stephan Marsham and Alaric Arache, positioned St. Kitts as a rising culinary hotspot and attracted attention from food enthusiasts and travel influencers. This strategic participation in high-profile culinary events effectively broadens St. Kitts’ appeal beyond traditional sun and sand tourism, attracting a new segment of travelers seeking authentic cultural experiences.

Boyd’s rapid ascent within the SKTA is a testament to her exceptional talent and dedication to the island’s tourism development. Her journey from Public Relations Officer in 2017 to her current leadership role reflects a consistent track record of success and a deep understanding of the industry. Her academic background, including a Bachelor of Business Administration in Marketing from Brooklyn College and an Associate of Arts and Sciences in Business Administration and Management from Kingsborough Community College, provides a solid foundation for her strategic decision-making and innovative marketing approaches. Boyd’s comprehensive skillset, encompassing public relations, digital marketing, event planning, and influencer collaborations, allows her to orchestrate multifaceted campaigns that effectively target diverse audiences.

Under Boyd’s leadership, St. Kitts is poised for a period of significant growth in its tourism sector. Her strategic focus on targeted engagement, innovative marketing techniques, and the development of niche tourism offerings like culinary experiences is reshaping the island’s global perception. Her proactive approach to building relationships with key stakeholders within the travel industry ensures that St. Kitts remains at the forefront of travelers’ minds. The Jonette Boyd era at the SKTA promises a dynamic and exciting future for St. Kitts tourism, one characterized by sustained growth, increased global recognition, and a vibrant, evolving tourism landscape that caters to a diverse range of traveler interests. Her dedication to elevating the St. Kitts brand is not merely a marketing strategy, but a passionate commitment to showcasing the island’s unique charm and ensuring its place as a leading Caribbean destination.