Omar Perez
As tourism officials in St. Kitts and Nevis focus on raising awareness of the destination in 2024, they received some help in that regard in the final days of 2023.
That help came from American Express Travel, which late last year placed the destination on its 2024 Trending Destinations: Off the Beaten Path list. The dual-island nation was one of 10 destinations to make the list and the sole one in the Caribbean. It was the first Caribbean destination to make the list since Nassau in 2019.
"Love the laid-back vibes and white-sand beaches of St. Thomas and St. John? You'll love St. Kitts and Nevis," American Express said. "This two-island nation has sparkling seas, friendly locals and history that adds a serious cultural layer to any fun-in-the-sun getaway."
Agents and industry execs certainly seem to be noticing the listing.
"American Express Travel's annual Trending Destinations report is very reputable, and it helps travel advisors and travel companies stay up to date on current industry trends," said Jack Richards, CEO and president of Pleasant Holidays. "Travel advisors share these trending destinations and opportunities with clients, which helps influence travel booking behaviors." Richards said he expects a rise in winter 2024 bookings to St. Kitts and Nevis.
"When clients begin looking at the Caribbean as a destination, they often believe that each island is the same," said Lindsey Epperly, owner and CEO of Jetset World Travel. "This could not be farther from the truth, as each island has its own personality, and that's no exception for St. Kitts and Nevis. Extra appealing about this destination? It's just as easy to split your stay and visit both islands for a few nights, offering a wonderful change of scenery and two drastically different experiences."
According to the Tourism Analytics, from January to September last year, St. Kitts saw 77,570 visitors, a 38% increase from the the first three quarters of 2022 but short of the 95,907 from same period in 2019.
The island has always been a popular stop for cruise ships -- 574,087 cruise passengers called at the island through September in 2023 -- and the islands will be getting a big jump-start this year where that's concerned. That's because on Jan. 27, Royal Caribbean's Icon of the Seas, the world's largest cruise ship, will be making its first call at St. Kitts. For the 2023-24 winter season, 342 ships will stop at St. Kitts and Nevis, up slightly from 2022's 328, according to Statista.
Tourism officials are also counting on new airlift to draw more visitors. A significant addition was November's debut of JetBlue's year-round service from New York JFK three times weekly. Service from Newark that usually ends in March or April is being extended until the end of August, making it easier for visitors to attend big events like the St. Kitts Music Festival in June and St. Kitts and Nevis Restaurant Week in July.
"Because of the recent expansion in our airlift services this past year, the island anticipates a rise in visitors on the island," said Ellison "Tommy" Thompson, CEO of the St. Kitts Tourism Authority. "The aim is to achieve our pre-Covid numbers of 2018-19 and exceed them."
Specialist program coming
In the works for this year is the St. Kitts Destination Specialist program, which will offer advisors perks including bonus cash incentives for booking selected routes, client hotel upgrades depending on availability, one $400 cash award presented quarterly for the advisor who logs the most bookings, a preferred agent listing on the St. Kitts Tourism Authority website and customer referrals.