Above, pictured from left: Mary Clare Wilkie, VP of Product, bluboho; two models wearing the collection; Maggie Aurocco, Founder of bluboho; the Hon. Marsha T. Henderson, Minister of Tourism for St. Kitts; Anita Nightingale, CMO for St. Kitts Tourism Authority (SKTA); Laura Johnston, President of Fathom Communications; Natalie Westlake, President of bluboho; and Paul Minich, Marketing Consultant for SKTA.

 It’s been an exciting fall for St. Kitts, with the destination earning the number two spot on Skyscanner’s 2026 Trending Destinations list for Canadian travellers. The global travel search engine released its latest insights, noting that interest in the destination has skyrocketed, with online searches for St. Kitts surging by 170 per cent over last year.

“People may be surprised to see a small island like St. Kitts gaining momentum like this, but for us, it is confirmation that we are making the right moves in Canada,” said the Hon. Marsha T. Henderson, Minister of Tourism, Civil Aviation and Urban Development for St. Kitts on a recent visit to Toronto. “Skyscanner’s data indicates that by targeting the market with Canadian-specific campaigns that highlight our authentic, under-the-radar charm, we are resonating with Canadians. This is testament to the strategy and partnerships we’ve put in place that have enabled us to carve out a unique position in the market.”

Enhanced Airlift

Skycanner’s insights also indicated that direct airlift and the island’s new, simplified eTA entry system have contributed to the uptick in interest. The Hon. Minister noted during her fall visit, that based on strong passenger arrivals, Air Canada has confirmed a 42 per cent increase in seat capacity this winter, switching from a 136-seat A319 to the 201-seat Airbus A321. The seasonal, direct route that departs from Toronto, begins November 15 and continues through April 25.

“The increased air capacity speaks volumes to the confidence the airline has in the destination’s authentic tourism product,” said the Hon. Minister. “Canadians stay longer in St. Kitts than any other travellers, so we anticipate this added capacity will be a welcome option for those seeking alternative destinations this winter.”

Cultivating Engagement

The Hon. Minister also noted that St. Kitts has been working hard to deepen its trade industry ties as it kicked off the search for its first-ever Travel Advisor Board this month. The initiative aims to strengthen ties and foster engagement with the travel agent community by providing professionals the opportunity to share direct feedback, offer valuable insights and contribute to the destination’s ongoing tourism strategy. Combined with its award-winning, St. Kitts Your Way (SKY) program that emphasizes training, immersive webinars, exclusive rewards and fam trips, it’s just another way the destination is strengthening ties with travel advisors.

The destination is also breaking new ground with consumer facing campaigns. The Hon. Minister was on hand as St. Kitts launched a bold collaboration with Canadian fine jewelry brand, bluboho. Over the course of two days at the bluboho flagship store on Queen Street in Toronto, the creative collaboration was unveiled to media and influencers, followed by a public event to engage consumers.

Celebrating travel and the beauty of exploring St. Kitts, the new collection of jewelry represents the first major consumer brand collaboration undertaken by the destination in Canada. Attendees at both events enjoyed authentic Kittitian food and music and engaged with the new bluboho X St. Kitts collection called, safe travels, wild heart. The first capsule of products includes charms inspired by St. Christopher, the patron saint of travel and the origin of the name, St. Kitts. The brand collaboration will continue to unfold with two more chapters of storytelling about the island rolling out over the next year, with the items available in bluboho stores across Canada and online worldwide at bluboho.com.

The bluboho x St. Kitts collection: safe travels, wild heart

The Hon. Minister explained at the packed house media event that the collaboration was a unique way to increase visibility for St. Kitts, particularly heading into the crucial winter booking season. She further noted that the retailer handcrafts its jewelry using ethical practices and sustainable materials and thus, was a natural partner for St. Kitts as the destination has prioritized becoming a sustainable island as part of its national agenda.
 

The Hon. Marsha T. Henderson, Minister of Tourism for St. Kitts, addressed a crowd of media and influencers at the official launch of the bluboho x St. Kitts collection.

“Partnering with bluboho helps us create a presence where it is least expected and to appear in ways that sparks curiosity about our island,” continued the Hon. Minister. “Whether you crave the thrill of hiking volcanic peaks, wandering sunlit secluded shores, or feeling the warmth of our local culture, St. Kitts is a haven for soulful, curious travellers who seek serenity, adventure and authenticity when they travel, and partnerships like this help us tell that story in creative and meaningful ways.”