Nevis is taking a different approach to tourism, shifting away from broad marketing and putting more effort into targeted events, especially in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

Recently, Premier, Mark Brantley led a Nevis Tourism Authority team to Massachusetts, hosting a private event at Martha’s Vineyard. Over 120 high profile guests, including celebrities and business leaders, attended and two lucky guests won trips to Nevis.

The Premier explained that the island is moving away from large trade shows and instead focusing on smaller gatherings where every attendee is fully engaged with Nevis and what it has to offer.

As part of this effort, the Nevis Tourism Authority is rolling out a concierge service for VIP guests, with particular attention on the affluent African American market along the U.S. East Coast. American broadcast executive Candi Carter has also been brought on as Nevis’ Diversity Ambassador to help strengthen those connections.

Also present at the event was Emmy Award winning American actress, Lynn Whitfield.