BASSETERRE — St. Kitts closed out 2025 on a high note, with increased global visibility and a series of marketing initiatives that reinforced the destination’s appeal across key international markets.
According to the St. Kitts Tourism Authority, collaboration between public and private sector partners supported gains in arrivals, brand awareness and traveller engagement, positioning the island for continued momentum in 2026.
The destination recorded 168,838 arrivals in 2025, representing a 6.0 per cent increase compared to 2024. Performance was particularly strong from January through April, exceeding expectations and signalling sustained demand across core source markets. Total air capacity also increased year over year, reflecting growing confidence in the destination and expanded access for travellers.
“2025 was a defining year for St. Kitts — one that demonstrated the power of strategic planning, collaboration and resilience,” said Marsha T. Henderson, Minister of Tourism. “The growth we experienced is not just about numbers, but about creating opportunity for our people, strengthening our tourism ecosystem and positioning St. Kitts for long-term, sustainable success.”
This year, St. Kitts aims to increase total arrivals by 10 per cent, expand marketing beyond geographic targeting to include niche audiences and partnerships, and strengthen regional collaboration across the Caribbean.
MARKETING & VISIBILITY
Throughout the year, the St. Kitts Tourism Authority rolled out several marketing initiatives aimed at elevating global visibility and engaging travellers across multiple platforms. Three major campaigns anchored the strategy: Adventure, positioning St. Kitts as a destination for outdoor experiences; Summer Unscripted, highlighting seasonal events and offers; and Do Not Disturb, the destination’s global romance campaign focused on couples seeking intimate and luxury-driven escapes.
Additional developments included the launch of a new digital eTA entry system and the introduction of St. Kitts’ first-ever Travel Advisor Board to strengthen engagement with the trade and inform future tourism strategy.
HOTEL PERFORMANCE
Hotels also recorded positive momentum in 2025, with reporting properties showing an upward trend in year-over-year occupancy, reinforcing St. Kitts’ positioning as a year-round destination.
“Hotel performance in 2025 reflects growing demand for St. Kitts across key travel periods,” said Kelly Fontenelle, CEO of the St. Kitts Tourism Authority. “Occupancy gains demonstrate the impact of our marketing efforts and improved air access, positioning St. Kitts for continued growth in 2026.”
St. Kitts is accessible via non-stop flights from major international cities, including service with Air Canada from Toronto, along with multiple U.S. gateways and London. Go to https://www.visitstkitts.com/ for more information.
