St. Kitts closed out 2025 with strong tourism performance, strategic marketing execution and increased global visibility, reinforcing the destination’s position as one of the Caribbean’s most compelling and in-demand destinations. Guided by collaboration across the public and private sectors, the year reflected meaningful progress in arrivals growth, brand awareness and traveller engagement—setting the stage for continued momentum in 2026.

Increased Arrivals: 

St. Kitts recorded a total of 168,838 arrivals in 2025, representing a 6.0 per cent increase compared to 2024. Performance was particularly strong in the first four months of the year, with January through April outperforming expectations and signalling sustained demand across key source markets. Total air capacity also increased year over year, reflecting growing confidence in the destination and expanded opportunities for travellers to access the island.

“2025 was a defining year for St. Kitts—one that demonstrated the power of strategic planning, collaboration and resilience,” said Honourable 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.”

Key Marketing Wins: 

In 2025, the St. Kitts Tourism Authority implemented a series of marketing initiatives designed to elevate global visibility, strengthen regional outreach and engage travellers across multiple touchpoints.

Three major campaigns were executed:

• Adventure, highlighting St. Kitts as a premier destination for outdoor enthusiasts and thrill-seekers
• Summer Unscripted, showcasing a dynamic lineup of events, activities and seasonal offers
• Do Not Disturb, the destination’s global romance campaign positioning St. Kitts as the ultimate escape for couples seeking intimate, luxurious and meaningful experiences

Awards and Recognitions:

St. Kitts has captured the attention of the global travel industry, earning multiple awards and special recognitions in 2025 and early 2026, including:

• PATWA: Woman Tourism Minister of the Year – Caribbean
• CTO: Woman Minister of Tourism
• PATWA: Destination of the Year for Hidden Treasures
• Caribbean Journal: Caribbean Tourism Executive of the Year (CEO Kelly Fontenelle)
• Caribbean Journal: Sustainable Destination of the Year

Media Reach and Visibility: 

Global media initiative in 2025 successfully achieved a total reach of 5.7+ billion, enhancing brand visibility and engagement across multiple platforms. Broadcast efforts included the execution of St. Kitts Week on NBC 6, featuring a full week of in-show integrations, as well as a U.S. Satellite Media Tour with interviews spotlighting the destination’s romance offerings.

The destination also partnered with Chelsea and England footballer Cole Palmer on a high-profile PR initiative tied to his first visit to St. Kitts, the birthplace of his grandfather, in July 2025.

St. Kitts also collaborated with Canadian fine jewelry brand bluboho, which launched the safe travels, wild heart collection, celebrating travel and the beauty of exploring St. Kitts. These efforts further amplified media attention and contributed to the island’s strong international profile.

Additional advancements included the launch of the island’s new digital eTA entry system and the introduction of St. Kitts’ first-ever Travel Advisor Board, designed to deepen relationships with the travel advisor community and inform future tourism strategy.

Hotel Sector Performance: 

Hotels recorded positive momentum in 2025, reflecting strengthening demand across the destination. Across reporting properties, hotels experienced an overall upward trend in year-over-year occupancy performance in 2025.

This performance reinforces St. Kitts’ continued evolution as a year-round destination and supports sustained confidence across the accommodation sector heading into 2026.

“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.”

Looking Ahead: 

Building on the success of 2025, St. Kitts has outlined clear objectives for the year ahead. In 2026, the destination aims to:

• Increase total arrivals by 10 per cent
• Expand marketing efforts beyond geographic targeting to include niche audiences, including additional strategic partnerships
• Continue strengthening relationships across the Caribbean to support shared growth and regional collaboration

With a strong foundation in place, St. Kitts enters 2026 with confidence—focused on delivering authentic experiences, elevating its global profile and ensuring tourism continues to benefit communities across the island.

Getting to St. Kitts

Reaching St. Kitts is simple and convenient, with non-stop flights from major international cities. Travellers can fly with American Airlines from Charlotte (CLT), New York (JFK), and Miami (MIA); Delta from Atlanta (ATL) and New York (JFK); JetBlue from New York (JFK); United Airlines from Newark (EWR), Air Canada from Toronto (YYZ), and British Airways from London (LGW).

Visitors are reminded to regularly check the St. Kitts Tourism Authority website for updates and information.