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St. Kitts Tourism Authority’s 2025 Stakeholder Meeting Highlights Strong Q1 Performance, Market Growth, and a Collaborative Vision for the Future

St. Kitts Tourism Authority’s 2025 Stakeholder Meeting Highlights Strong Q1 Performance, Market Growth, and a Collaborative Vision for the Future

Basseterre, St. Kitts (June 2, 2025) — The St. Kitts Tourism Authority (SKTA) successfully hosted its 2025 Stakeholder Meeting on Friday, May 30, convening tourism operators, private sector partners, and regional stakeholders to assess Quarter One progress and outline the path forward. In attendance were the Minister of Tourism, Hon. Marsha T. Henderson, Kelly Fontenelle, CEO, SKTA, tourism officials, stakeholders, and representatives from SKTA’s home office and international marketing teams in the United States, United Kingdom, and Canada.

Hon. Marsha T. Henderson, Minister of Tourism, delivered a powerful message of purpose and partnership: “What we are building in St. Kitts is not just a tourism product—it is a tourism economy. One that is inclusive, forward-thinking, and grounded in who we are. My vision is not for tourism to simply grow—but to elevate our people… and to leave our guests with not just memories, but meaning.”

Key Achievements Shared by SKTA’s CEO Kelly Fontenelle:

  • Air Arrivals & Cruise Recovery: St. Kitts recorded 61,374 air arrivals as of April 2025—a 14% increase over 2024. Cruise passenger arrivals reached 690,244, continuing an upward trend.
  • Strong Visitor Spend: Q1 visitor spend totaled US$24.3 million, with US travelers contributing over US$12 million. Nevis reported a 20% increase in lodging spend.
  • Canadian Market Momentum: Canada recorded an 89% load factor on Air Canada flights in Q1, supported by a weather-triggered digital campaign with The Weather Network and a 40% Air Canada Vacations sale.
  • UK Trade and Consumer Reach: UK marketing included 90 branded Underground station ads and 80 wrapped buses across London. Travel trade engagement rose 9% year-over-year. A romance-focused campaign ran across YouTube, Sky TV, and banner networks including TripAdvisor, Adara, and Fifty.
  • US Media & Advertising Impact:
    • 1.38 billion PR impressions generated in Q1 through campaigns like St. Kitts Week on NBC 6.
    • Major out-of-home placements in Times Square, Atlanta, Newark Airport, and top-tier malls and lounge screens.
    • Advertising partnerships delivered over 44,300 qualified referrals to stakeholders.
  • Social Media Performance: Instagram reach increased 226%, with a 46% rise in followers. Recent local storytelling, refreshed content, and activations such as the Rum Punch Challenge continue to drive engagement.
  • Travel Trade Growth: 726 new travel agents added to the SKTA database; 158 new specialists certified through TravPro.

As part of its internal transformation, the Authority announced five leadership promotions: 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. These appointments reflect the Authority’s commitment to homegrown leadership, strategic insight, and digital advancement.

Caribbean Market Engagement:

SKTA reaffirmed its focus on regional growth through culturally aligned campaigns. A recent Caribbean tour promoted the island in Antigua, Dominica, and soon in St. Lucia, St. Vincent, and Grenada. Travel agent webinars led by the Caribbean Sales & Events Officer provided critical selling tools to regional partners.

To elevate service standards island-wide, SKTA introduced a new Training Department, led by Goldha Franks, Training Manager, offering programs in cultural sensitivity, conflict resolution, and professionalism. Businesses are encouraged to collaborate to improve front-line service delivery.

Stakeholders were also invited to join the St. Kitts & Nevis Hotel and Tourism Association (SKNHTA) to benefit from training access, regional advocacy, marketing support, and a stronger private sector voice.

“Our vision is to position St. Kitts not just as a place to visit, but as a place to return to, recommend, and remember,” said CEO Kelly Fontenelle. “Together, through co-branded campaigns, shared content, and service excellence—we can raise the bar and ensure that every visitor experience reflects our island’s full potential.”

As Q2 progresses, SKTA is encouraging active stakeholder participation in ongoing initiatives such as the Your New Love Language campaign, the SKTA Summer Sweepstakes, international road shows, and upcoming FAM trips. With momentum across airlift, marketing, and visitor engagement, the Authority continues to shape a tourism economy rooted in sustainability, innovation, and people-powered success.

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