St. Kitts is ramping up its Canadian presence in 2025 with an ambitious tourism strategy aimed at both travel agents and diaspora communities.
TravelPulse Canada caught up with the Hon. Marsha T. Henderson, St. Kitts’ Minister of Tourism, to talk about the island’s goal to position itself as a Caribbean destination that’s unhurried, uncrowded, and refreshingly authentic.
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"This is paradise," said Henderson. "But more than that, it’s a destination where you can connect—with the land, the culture, the people, and yourself."
Hon. Marsha T. Henderson, St. Kitts’ Minister of Tourism (Photo Credit: St. Kitts' Tourism)
Diaspora as Ambassadors: “We Limin’” Campaign Launches in Toronto
St. Kitts launched its new diaspora campaign, We Limin’, in Canada this May at the ANSA Reunion in Toronto, aiming to connect with nationals and descendants of St. Kitts and Nevis.
“Limin’ is our way of life—just chilling, relaxing with friends,” Henderson explained. "We want our diaspora to be ambassadors for the island, helping us sell the destination to Canadians."
Henderson said the campaign was met with enthusiasm, resulting in new partnerships and commitments from diaspora members to help promote St. Kitts.
Stronger Airlift Reflects Rising Demand
Air Canada has confirmed its seasonal service to St. Kitts will return November 15 through April 25, 2026, using a larger 201-seat Airbus A321 aircraft.
This marks a significant capacity upgrade from previous seasons and a reflection of increased demand—Canadian arrivals were up 15% year-over-year in Q1 2025.
"We’re making strides in Canada," said Henderson. "That upgrade represents 65 more weekly seats, which is a clear indicator of confidence in our destination."
Flight time from Toronto is approximately 4.5 hours, with Saturday departures providing access for travellers and feeder markets.
St. Kitts (Photo Credit: St. Kitts Tourism)
Summer Unscripted
To draw last-minute Canadian travellers during the summer months, St. Kitts has launched its Summer Unscripted campaign. The initiative includes hotel deals and an invitation to explore the island during a calendar packed with events:
- St. Kitts Music Festival: Including world-class acts like Jennifer Hudson.
- Restaurant Week: A two-week culinary celebration showcasing local dishes and sustainable ingredients, with tamarind as this year’s featured fruit.
- Cook, Sip & Glam: A luxe glamping and dining event at the Park Hyatt.
- Grill Fest: A sizzling competition among local chefs.
- CPL Cricket: Dubbed "the biggest party in sports."
- Nevis Mango Festival: Celebrating over 16 mango varieties.
- Culturama: A cultural explosion on sister island Nevis.
Carnival - Sugar Mas (Photo Credit: St. Kitts)
"It’s a great way to get a taste of St. Kitts before the winter season," Henderson added.
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More Than Sun and Sand
St. Kitts combines golden, salt-and-pepper volcanic sands with rainforests, a growing eco-tourism scene, and a rich history.
"We only began focusing on tourism in 2004," said Henderson. "That means much of our island is untouched, which makes for an incredibly authentic experience."
Visitors can explore the Caribbean’s only scenic railway, hike the dormant volcano of Mt. Liamuiga, and visit historical sites, including the UNESCO-listed Brimstone Hill Fortress. Culinary experiences range from street food to fine dining and farm-to-table feasts.
The island also supports wellness tourism, with sanctuaries like Belle Mont offering yoga and eco-luxury escapes and natural hot springs found on nearby Nevis.
Brimstone Hill Fortress National Park (UNESCO) (Photo Credit: St. Kitts Tourism)
Safety, Sustainability, and Connection
For solo and wellness travellers—a growing trend among Canadian women—St. Kitts offers a safe, open environment where exploration is encouraged.
"We don’t offer the all-inclusive product," Henderson noted. "Instead, we invite travellers to immerse themselves in our island, meet locals, and experience our attractions."
Sustainability is also core to St. Kitts' tourism strategy. The island’s rainforest is one of the few in the world that continues to grow, thanks to the cessation of sugarcane farming.
Tourism partners are encouraged to adopt eco-friendly practices, and the government is pushing toward a plastic-free future and regenerative agriculture projects like sargassum harvesting.
Sustainability is also core to St. Kitts' tourism strategy. (Photo Credit: St. Kitts)
Travel Trade at the Forefront
St. Kitts is investing heavily in agent education and relationship building in Canada.
The island recently wrapped a roadshow in Ontario, connecting with 500+ travel advisors in Windsor, Kitchener, Barrie, and Oshawa.
"Travel agents are vitally important to selling St. Kitts in this market," Henderson said.
Ongoing webinars, training through the St. Kitts Your Way (SKY) program, and new partnerships with RedTag.ca and TravelBrands are all part of a long-term commitment to the Canadian trade community.
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St. Kitts’ investment in Canadian travel advisors includes:
- Ongoing webinars and virtual training for agency groups such as TravelBrands and Global Agents.
- The SKY (St. Kitts Your Way) program, which supports FAM trips and advisor visits for first-hand destination knowledge.
- Strategic partnerships with leading OTAs and agencies, including RedTag.ca.
- Incentives and rewards for advisors who promote and sell the destination.
- Continued participation in Granite Travel Trade Expos and an upcoming return to the series this November, extending face-time with agents in key feeder markets.
Scenic Railway Sugar Train. (Photo Credit: St. Kitts)
Cruise and Airside Growth
Cruise tourism is also on the rise, with over 748,000 passengers welcomed between October 2024 and April 2025—an 8.4% increase over the previous season. Infrastructure upgrades at Port Zante and the airport (including new screening tech and improved comfort) are helping boost satisfaction and repeat visitation.
St. Kitts Fishermen (Photo Credit: St. Kitts)
Appealing to Snowbirds
St. Kitts is also tapping into shifting Canadian travel habits. With more snowbirds looking beyond Florida for warm-weather escapes, the island sees opportunity.
Recent data shows a 92% increase in flight searches for St. Kitts & Nevis in Q3 2025, and a 62% increase in searches from Montreal. With its safe, uncrowded vibe, luxury and boutique accommodations, and immersive off-resort experiences, St. Kitts is positioning itself as an ideal winter alternative for long-stay travellers.
Looking Ahead
Belle Mont Sanctuary Resort (Photo Credit: St. Kitts)
Construction on The Ritz-Carlton St. Kitts will begin in 2025, adding even more luxury accommodations to a portfolio that already includes Park Hyatt St. Kitts, Sunset Reef, and the eco-chic Belle Mont Sanctuary.
"It doesn’t take long to feel like you belong here," said Henderson. "And once you do, you’ll want to keep coming back."
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