St. Kitts’ New Brand Positioning Drives Growth In Canada

St Kitts
The destination is riding a wave of popularity with multiple award wins, new partnerships and exclusive product offerings

St. Kitts is gearing up to welcome more Canadian travellers this year.

Following the launch of its new “Venture Deeper” brand campaign last fall, the destination claims to be gaining traction with travellers ‘looking for more meaningful experiences’.

St. Kitts saw strong load factors in the 2022-23 winter season, earning it a 35 per cent capacity increase from Air Canada.

“This year we inspired travellers to dive into our culture, history and beauty in a way that really resonated with those seeking a more authentic, soul-stirring getaway,” said Ellison “Tommy” Thompson, CEO of the St. Kitts Tourism Authority. “And St. Kitts is now enjoying this incredible momentum of enhanced airlift, industry accolades and record media coverage. There’s a lot of buzz about the destination.”

Air Canada - SKTA Meeting 2023
Left to right: Mazin Elbushra, Director, Network Planning – North America (Air Canada); Vlad Cojocarasu, Network Planning and Scheduling Manager (Air Canada); Ellison ‘Tommy’ Thompson, CEO (St. Kitts Tourism Authority); Kelly McConville, Senior Manager, Routes Marketing (Air Canada); Melnecia Marshall, Deputy CEO (St. Kitts Tourism Authority); Candice Kimmel, Airlift Consultant (St. Kitts Tourism Authority); Rui Freire, Pricing Manager (Air Canada); and Chris Kanatselis, Manager, Revenue Optimization (Air Canada).

Thompson also noted that at Virtuoso’s recent Symposium in Montreal, the luxury travel network revealed that an analysis of its Canadian client bookings showed St. Kitts trending as one of its ‘top outbound destinations.’

Said Thompson: “While it is tempting to rest on our laurels, now is the time to ramp up our efforts even further. And we are delighted to unveil a new strategic partnership in Canada that in the coming months will create even more exposure for the island and help us reach new audiences. Stayed tuned on that news to come.”

Seasonal direct service with Air Canada will return to St. Kitts in early NOV and run through the end of APR out of Toronto. Forward bookings for the season are already trending ahead of last year.

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