Junior Minister for Tourism and Culture Luce Hodge-Smith has reaffirmed the Government’s commitment to strengthening the Virgin Islands’ presence in key tourism markets following her participation in the 2026 American Society of Travel Advisors (ASTA) Caribbean Showcase in St. Kitts.
According to the Government Information Service (GIS), the event was held from August 22-25 at the St. Kitts Marriott Resort and attracted more than 100 travel advisors from the United States, Caribbean tourism officials, destination representatives, suppliers and leading travel brands.
Hodge-Smith participated in the General Session alongside St. Kitts and Nevis Minister for Tourism Marsha Henderson, Premier of Nevis Mark Brantley, St. Vincent and the Grenadines Minister for Tourism and Maritime Affairs Dr. Kishore Shallow and Turks and Caicos Islands Minister for Tourism Zhavargo Jolly.
The session, hosted by ASTA President and Chief Executive Officer Zane Kerby, focused on emerging travel trends, traveller expectations and opportunities for continued growth in Caribbean tourism.
Hodge-Smith said the showcase provided an opportunity to see how destinations are using ASTA’s network to connect directly with travel advisors and promote their tourism products.
“What was also very clear is that today’s traveller is increasingly looking for more than the traditional sun, sea and sand experience,” she said, pointing to cultural authenticity, immersive experiences and meaningful engagement with local communities as increasingly important factors in travel decisions.
She said this presents a significant opportunity for the Virgin Islands because of its culture, heritage, people, natural environment and unique island experiences.
Discussions also highlighted growing demand for personalised experiences, wellness and luxury tourism.
Hodge-Smith said greater engagement with ASTA could help the Territory connect with travel advisors in key source markets and promote its tourism offerings more effectively.
GIS said the participation forms part of Government’s broader efforts to diversify the tourism industry, strengthen the Territory’s competitiveness and develop strategic partnerships that can drive sustainable visitation and economic opportunities.
The showcase also included educational sessions, marketplace meetings, networking activities and destination experiences in St. Kitts and Nevis.
According to the Government Information Service (GIS), the event was held from August 22-25 at the St. Kitts Marriott Resort and attracted more than 100 travel advisors from the United States, Caribbean tourism officials, destination representatives, suppliers and leading travel brands.
Hodge-Smith participated in the General Session alongside St. Kitts and Nevis Minister for Tourism Marsha Henderson, Premier of Nevis Mark Brantley, St. Vincent and the Grenadines Minister for Tourism and Maritime Affairs Dr. Kishore Shallow and Turks and Caicos Islands Minister for Tourism Zhavargo Jolly.
The session, hosted by ASTA President and Chief Executive Officer Zane Kerby, focused on emerging travel trends, traveller expectations and opportunities for continued growth in Caribbean tourism.
Hodge-Smith said the showcase provided an opportunity to see how destinations are using ASTA’s network to connect directly with travel advisors and promote their tourism products.
“What was also very clear is that today’s traveller is increasingly looking for more than the traditional sun, sea and sand experience,” she said, pointing to cultural authenticity, immersive experiences and meaningful engagement with local communities as increasingly important factors in travel decisions.
She said this presents a significant opportunity for the Virgin Islands because of its culture, heritage, people, natural environment and unique island experiences.
Discussions also highlighted growing demand for personalised experiences, wellness and luxury tourism.
Hodge-Smith said greater engagement with ASTA could help the Territory connect with travel advisors in key source markets and promote its tourism offerings more effectively.
GIS said the participation forms part of Government’s broader efforts to diversify the tourism industry, strengthen the Territory’s competitiveness and develop strategic partnerships that can drive sustainable visitation and economic opportunities.
The showcase also included educational sessions, marketplace meetings, networking activities and destination experiences in St. Kitts and Nevis.
Community
Comments
What are your thoughts on this story? Share a respectful comment with the community.
Join the conversation
Your comment will appear after review. Email is only needed if you want reply or conversation notifications.