St Kitts and Nevis tourism authority has decided to target the UK market following a second BA operation launch to the islands in March. The authority’s Minister of Tourism and International Transport Richard Skerrit told Travel Daily that it was focusing on experience-led holidays to attract visitors. “The UK travel market is a discerning market, with visitors looking for experiences which are new and authentic, which is exactly what St Kitts offers,” he explained. “The heritage and culture of the island ties in well with the UK and a steady increase in visitors from the UK has propelled us to move forward.” Skerrit also revealed that the destination sees Gatwick as a possible hub for Europe and Ireland to St Kitts as it grows its market outreach. “We have worked hard to secure partnerships with trade as well as furthering our partnership with British Airways, who commenced a regular scheduled service in Jan 09, followed by a second weekly route on Tuesdays, as of 30 March 2010,” he said. “[This] immediately makes the destination more accessible to UK visitors and more viable for tour operators.” Additionally, the organisation has upped its marketing strategy in the UK with successful Facebook and Twitter campaigns, increased visability by attending events such as Taste of London, more training and fam trips for agents and a new website is on the way. Hotel partners and the authority regularly visit UK tour operator call centres to present the destination and will eventually put the training online. Part of this training includes targeting families with a new programme, Kids are VIPs, where children can learn how to sail, snorkel and get involved in environmental projects.