As the summer season winds down, the excitement surrounding St. Kitts continues to grow. From a newly launched brand campaign to impressive accolades, the destination continues to amaze travellers and the travel industry while capturing global attention for its tourism product.
In late September, the St. Kitts Tourism Authority officially launched the destination’s new brand campaign, Venture Deeper, to further accentuate the island's unique qualities that speak to the modern traveller. In celebration of the launch, The Tourism Authority hosted an intimate gathering of media, stakeholders and honoured guests to be among the first to view the new campaign. Attendees luxuriated in the atmosphere at LAVAN541; a space reimagined to transport guests to the luscious rainforests and stunning beaches of St. Kitts.
Complete with crafted rum cocktails and authentic Kittitian cuisine, the event featured interactive rum courses guided by Jack Widdowson and Roger Brisbane, which offered a compelling look into one of St. Kitts' upcoming endeavours. In tandem with the New York Venture Deeper launch event, The Tourism Authority expanded its scope into Canada, hosting a culinary event in Toronto that immersed guests into the rich culture of Kittitian cuisine.
"The spotlight on St. Kitts has certainly brightened the past few months," said Ellison "Tommy" Thompson, CEO of St. Kitts Tourism Authority. "First, the launch of 'Venture Deeper' was met with positive reception from our target audiences and has given St. Kitts an authentic brand identity.
"Secondly, we have an innovative new tourism product in development that will capture leisure travellers' attention and make St. Kitts stand out as a premier Caribbean destination. With new developments and innovations in the pipeline, we are confident that the rest of the year is looking even brighter for St. Kitts."
St. Kitts continues to be awarded for its unmatched landscape, cuisine, hospitality, and experiences. The 2022 Condé Nast Traveler Readers’ Choice Awards, one of the most prestigious travel and tourism industry recognitions, ranked St. Kitts among the Top Islands in the Caribbean and recognized The Park Hyatt St. Kitts Christophe Harbour in the Top 40 Resorts in the Caribbean Islands.
St. Kitts was also honoured as a Silver Award Winner in the notorious 2022 Travel Weekly Magellan Awards for the Caribbean- Overall Destinations-Adventure Destinations category. Further, the destination retained its position as a hotspot for diving and was awarded the prestigious title of Caribbean’s Top Diving Destination 2022 at the 29th annual World Travel Awards.
The island also continues to receive top-tier media coverage internationally. Beyond substantial feature coverage and interview opportunities for the "Venture Deeper" campaign launch, St. Kitts has been featured in notable consumer publications. These exposures include a spot in AFAR’s "10 Best Places to Go in December" column, as the only Caribbean island mentioned; Luxury Travel Magazine’s "Destinations and Resorts Fit for the Perfect Caribbean Holiday”; and Island Magazine’s "10 Perfect Pre-Holiday Island and Coastal Escapes," to name a few.
"St. Kitts is thrilled to be recognized across such highly-regarded publications and awards," said Melnecia Marshall, Deputy CEO of the St. Kitts Tourism Authority. "It is incredibly fulfilling to see our beautiful country stand out as a top choice for travellers."
The Tourism Authority also saw great success at recent tradeshows and conferences, including the Caribbean Tourism Organization's annual State of the Tourism Industry Conference (SOTIC) and the Caribbean Hotel and Tourism Association Marketplace (CHTA). The Tourism Authority also attended global meetings and incentives tradeshows such as IMEX America, the Florida-Caribbean Cruise Association (FCCA) Conference and the 27th World Route Development Forum (Routes World 2022). Tourism executives conducted productive meetings with media and industry leaders, furthering connections vital to the island's success.
At Routes World 2022, The Tourism Authority officials engaged with international airlines and key aviation professionals from Caribbean Airlines, JetBlue, and United Airlines. Critical conversations revolved around solutions to intra-regional travel, the potential for multiple new airlines to commence service in St. Kitts, and United Airlines' services to the destination starting in early December. CEO Thompson and executives also confirmed with Delta Air Lines the return of fall/winter service to St. Kitts. The team was also pleased to confirm and reinforce services and relationships with American Airlines, the island's largest carrier, and British Airways.
The Florida-Caribbean Cruise Association Conference (FCCA) was also a great success for The Tourism Authority. Honourable Marsha Henderson, Minister of Tourism, was joined by Melnecia Marshall, Deputy Chief Executive Officer, and additional St. Kitts Tourism Authority officials for many productive meetings with leaders in the cruise industry. Minister Henderson was officially welcomed by the CEO and President of FCCA and presented with an FCCA pin.
Relationships continued to grow with key leaders at Disney Cruise Line, Norwegian Cruise Line, and Aquila Center for Cruise Excellence. Minister Henderson and DCEO Marshall also attended FCCA's consumer conference to strengthen ties with individual consumers.
In addition to these strategic conferences and tradeshow appearances, interested travellers can find the St. Kitts Tourism Association at numerous upcoming consumer and travel trade shows, including The Coterie Retreat in Jamaica.
The St. Kitts Tourism Authority hosted tour operators for its first post-COVID-19 familiarization trip. The familiarization trip featured travel agents from Air Canada Vacations, Classic Vacations, Hopper, Sackville Travel, and many other notable tour operator entities. The trip allowed the travel agents to fully immerse themselves into the wonders of St. Kitts under the new campaign dubbed “Venture Deeper.”
Other highlights of the trip featured site visits, an island tour, welcome reception, and a networking event that allowed the travel agents to build partnerships with local tourism stakeholders as a part of key marketing strategies to continue to cement St. Kitts as a premier tourism destination. The trip culminated with a culturally infused farewell event at Carambola Beach Club.