St Helena has a new five-year plan to become one of the world’s most authentic island destinations, with Executive Council approving the St Helena Tourism Strategy and Delivery Plan 2026-2031. Launched today, on UN World Tourism Day, the Strategy aims to grow tourism steadily and sustainably, so that the benefits are felt by the island’s people and economy.
The Strategy identifies priorities for destination development, marketing, visitor experiences, infrastructure, industry development and partnerships, alongside the protection of the island’s environment, heritage, culture and distinctive character.
It recognises that the future of tourism on St Helena depends on collaboration across the island. Government, tourism businesses, community organisations, non-government organisations (NGOs) and other partners all have an important role to play in developing the visitor experience, protecting the island’s natural and cultural assets, and ensuring that the benefits of tourism are shared across the community.
Minister for Tourism, Hon Karl Thrower, said:
“On UN World Tourism Day, I want to thank the people of St Helena, and particularly everyone who works in and supports our tourism sector, for their resilience, commitment and contribution throughout what has been a challenging year.
Being named winner of the 2026 Family Traveller Awards’ Emerging Family Destination is something St Helena can be proud of. It reflects the hard work of our tourism businesses and the growing international recognition of St Helena as a destination offering something genuinely different.
But tourism growth is not an end in itself. Our ambition is to grow tourism in a way that creates meaningful and lasting benefits for St Helenians, supporting local businesses, strengthening our economy and protecting the qualities that make St Helena such a special place.
The St Helena Tourism Strategy and Delivery Plan 2026–2031 provides a roadmap for achieving this through sustainable growth, while keeping our community at the heart of tourism’s future.
We have made encouraging progress, but there is still much more to do. By continuing to work together across Government, the tourism industry and our community, we can build on that progress and strengthen St Helena’s reputation as an authentic and distinctive island destination.”
The accompanying Delivery Plan offers shared guidance for Government, the tourism industry and other stakeholders, with practical priorities and actions for 2026–2031.
Implementation will take place gradually, with progress reviewed to reflect changing markets, visitor trends and local needs. Government will continue to work with tourism businesses, NGOs, community organisations and other partners to deliver the Strategy and ensure that tourism growth contributes positively to St Helena’s economy, environment and community.
The full Strategy and Delivery Plan can be read at https://www.sainthelena.gov.sh/app/uploads/2026/09/Tourism-Strategy-and-Delivery-Plan-2026-2031.pdf
World Tourism Day also marks the official launch of St Helena’s new hero video, ‘Breathe St Helena – An Island Adventure Awaits’, produced locally by Colby Thomas of Ridge to Reef Media. The video can be viewed at https://youtu.be/P0jmJTOhrKM or on the SURE promo channel.
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