What is considered the most significant cultural event in the twin-island federation of St. Kitts and Nevis reached new international heights last Wednesday night, June 4, with the highly anticipated launch of the St. Kitts-Nevis National Carnival, known locally as Sugar Mas, at Jasmine Caribbean Cuisine on 371W, 46th St. in Manhattan.
Tourism and carnival officials said the vibrant event marked a “monumental moment in St. Kitts’ ongoing efforts to expand its cultural footprint globally, further cementing the destination’s presence at the Caribbean Tourism Organization’s (CTO) Caribbean Week.”
The launch was a collaborative venture between the St. Kitts Tourism Authority and the St. Kitts-Nevis National Carnival Committee.
Officials said the event was overwhelmingly successful, drawing over 40 attendees, including influential travel writers, travel agents, and social media influencers – all eager to experience the magic of St. Kitts and Nevis’ iconic festival.
The event provided a firsthand look into the islands’ rich culture, offering guests a taste of the festive energy that makes Sugar Mas one of the Caribbean’s most anticipated celebrations.
Guests were treated to an immersive cultural experience, with the mesmerizing performances of masqueraders in traditional carnival attire, the intoxicating rhythms of Caribbean music, and the irresistible flavors of Caribbean-infused culinary delights.
Attendees also enjoyed signature cocktails and had the unique opportunity to explore St. Kitts through a captivating display of the island’s vibrant history and culture.
The evening culminated with an exclusive first look at the Sugar Mas Calendar of Events, giving attendees a preview of the spectacular celebrations to come this carnival season.
Building on the success of last year’s visitor arrivals, which saw a notable increase in international travel to the islands, tourism officials said the media launch was part of St. Kitts and Nevis’ strategic focus to continue growing visitor numbers in 2025 and beyond.
By showcasing Sugar Mas’s unparalleled allure to the international community, the national carnival committee and the tourism authority said they are determined to further elevate the destination’s global profile. They intend to expand on last year’s success and welcome even more visitors to experience the magic of St. Kitts.
“St. Kitts and Nevis’ Sugar Mas Carnival is the heartbeat of our culture, a celebration that brings together the very best of our music, arts, cuisine, and community spirit,” Minister of Tourism Marsha T. Henderson told the unveiling ceremony.
“By sharing the essence of Sugar Mas with the world, we invite our global family to experience the magic of St. Kitts,” she added. “We are excited to host visitors from across the globe this season and show them why our carnival is unlike any other in the Caribbean.
“We are building on the momentum of last year’s increase in visitor arrivals and are focused on growing our tourism numbers further with every passing year,” continued Henderson, a lawyer by training.
Minister of Culture Samal Duggins said that the launch in New York City was “a testament to the growing global recognition of Sugar Mas as one of the premier carnival celebrations in the Caribbean.
“We are thrilled to bring this experience to international audiences, showcasing not
only the joy of our festival but also the welcoming spirit of our people,” he told the ceremony.
“This marks the beginning of a season that will undoubtedly be remembered for years to come, and we are confident that it will contribute to our ongoing efforts to boost tourism and bring even more visitors to our shores,” Duggins added.
Shannon Hawley, the St. Kitts-Nevis National Carnival chairperson, said Sugar Mas takes place during the “most epic time of the year.
“Sugar Mas offers something special, including the iconic J’Ouvert,” she said, adding that “last year, we proved that we’re the fastest-growing carnival in the region.
“Over 60 % of revelers who participated in Sugar Mas were overseas-based,“ continued Hawley, asking patrons to raise their glasses in cheers to Sugar Mas. ‘So, we invite you to St. Kitts and Nevis to get the sweetness of Sugar Mas.”
Hawley said the event “promises to be a season of unforgettable moments, with exciting events scheduled throughout the festival.
“Sugar Mas 2025 will showcase the best of St. Kitts’ cultural traditions, offering locals and visitors alike the opportunity to take part in one of the Caribbean’s most exhilarating and colorful celebrations,“ she assured.
