St Helena’s director of tourism, Jono Passaportis, has told TTG the destination is ceasing to market itself as a holiday choice for retirees. Instead, his team plans to use niche markets to access networks that will be drawn by St Helena’s unique proposition.
“Recently we commissioned some research,” he explained, “which found the demographic that is most ready to book St Helena is between aged 35 and 45, which is exciting for us.”
St Helena Tourism: 'We want the adventure seekers!'
Destinations
Katherine Masters
19 June 2026
Tourist board talks of revised strategy that will capture the imagination of niche markets through networks associated with the likes of open water swimmers and marathon runners
iStock / Uwe Moser
Jamestown is the capital of St Helena, a remote, subtropical British Overseas Territory in the South Atlantic Ocean
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