The talk around town these days is largely focused on alternative destinations for Canadian travellers – and St. Kitts & Nevis is doing what they can to be part of the conversation.

With travel preferences shifting amid an ongoing trade war with the United States (Canadian-resident return trips from the U.S. by air dropped 19.9% and 35.2% by automobile in April, compared to the same period last year, reports Statistics Canada), Canadians are looking elsewhere – like Europe, South America and the Caribbean – to satisfy their vacation cravings. As such, many destinations – St. Kitts & Nevis included – have rolled out new and refreshed marketing efforts in recent weeks to stay top of mind among Canadian travellers.

Marshall was joined in Toronto by St. Kitts & Nevis’ Minister of Tourism Marsha Tamika Henderson, who officially launched the destination’s new Diaspora campaign at last week’s ANSA (Anguilla, Nevis & St. Kitts Association) Reunion at Toronto’s Chelsea Hotel. The campaign invites nationals and descendants to return home to the Caribbean to reunite with family and serve as ambassadors for the destinations.

Melnecia Marshall         Marsha Tamika Henderson

Noting the large Kittitian community in places like Kitchener, Cambridge, Mississauga and Toronto, Minister Henderson said that St. Kitts is seeing a 92% increase in searches and bookings from Canada, particularly Montreal and Toronto. To meet this demand, Air Canada – the only Canadian airline to offer service between Canada and St. Kitts – is increasing capacity from Toronto this winter season, up from last winter’s 136-seat A319 to a 201-seat Airbus A321. Direct service runs from Nov. 15 until end of April.

When asked whether there are any plans to increase airlift with other Canadian carriers, the Minister said: “We are in early discussions with other airlines but right now, we are focusing on filling the seats with our existing carrier.”

Increasing airlift, she added, is part of St. Kitts & Nevis’ long-term strategy to turn the dual-island nation into a year-round destination.

“That is the challenge. We are very much a seasonal destination because most of our visitors arrive by air during the winter season,” said Minister Henderson. “So increasing airlift – combined with increasing our room stock (there are currently 3,000 hotel rooms between St. Kitts & Nevis) and diversifying our offerings – is part of our strategy to have visitor arrivals all year round, not just during the winter months but during the shoulder season too.”

Leading the hotel charge is The Ritz-Carlton St. Kitts, which broke ground earlier this year and is slated to open in early 2027. Though it won’t be an all-inclusive (St. Kitts & Nevis are famously known for not having any all-inclusive resorts), the new Ritz-Carlton will round out the island’s premium offerings, complementing other five-star accommodations like Park Hyatt St. Kitts.

As for the age-old question of whether St. Kitts & Nevis will have an all-inclusive resort one day, Minister Henderson said it’s still a possibility.

“We understand that Canadians tend to go for all-inclusives so we are having discussions with one property that may be coming to the island, which will offer an all-inclusive experience. I’m not at liberty to say which property, but in the meantime, Canadians can take advantage of all-inclusive plans at several of our resorts, like the Marriott and Royal St. Kitts Hotel,” she said.

Providing some insight into the reason behind St. Kitts’ lack of all-inclusives, Marshall added: “We don’t want people to visit the destination and ‘fly and flop,’ as we would say, where they come to the island and just sit on a beach and have a pina colada. We want them to become one with the destination and that requires them to get out of the hotel and immerse themselves in the destination.”

To experience true local life, both the Minister and Marshall recommend taking advantage of hot summer deals and discounts launched as part of the destination’s new ‘Summer Unscripted’ campaign. Up to 40% off at several resorts and other exclusive offers can be booked by June 30, 2025, for travel from now until Sept. 1, 2025.

Canadians can time their visit with the renowned St. Kitts Music Festival, taking place this year from June 26-28 and featuring a jam-packed musical lineup, delicious food and local entertainment. This will be followed by St. Kitts and Nevis Restaurant Week from July 17-27, during which local restaurants offer special menus based on a local theme ingredient, all at fixed special prices. This year’s ingredient: papaya.

St. Kitts’ food, as Minister Henderson would say, is the “hook” that will get Canadians to book. From gourmet to farm-to-table to street food, the destination offers a culinary experience that’s hard to beat.

“Visitors must try local delicacies like black pudding and goat water, both of which come from our descendants. Though these dishes were traditionally known as simple fare, we’ve worked with our stakeholders to find creative ways to elevate them in a gourmet way,” she said. “A lot of what we eat has to do with where we came from, so we continue to focus on our cuisine – it tells our story.”

To learn more about St. Kitts, travel advisors can sign up for the St. Kitts Specialist Program. Advisors can also enjoy exclusive benefits and discounted rates with the St. Kitts Yourway (SKY) program.

For more information about travel to St. Kitts, go to www.visitstkitts.com.

Source: Travelweek