St. Kitts ‘Sugar Mas’ Savours Sweet Success

St. Kitts Carnival, famously known as ‘Sugar Mas’, has seen remarkable growth over the past five years, transforming into a powerhouse of cultural celebration and economic impact.

Shannon Hawley, Chairperson of the St. Kitts Carnival Committee, shared her insights with St. Lucia Times on Wednesday, day one of the vibrant parade of the bands.

“Sugar Mas has grown leaps and bounds over the last five years under my leadership,” Hawley stated. “We have seen an influx annually of returning nationals and other carnival lovers, and that is the mandate of the Carnival Committee. Every year, we see it growing more and more, and we absolutely love it.”

On January 1st, 2025, the streets of St. Kitts burst to life with the start of the island’s two-day parade of the bands. Thousands of revellers adorned in vivid costumes flooded the city streets, performing for an equally large audience of spectators.

Families gathered to enjoy not only the kaleidoscope of colors but also the rich cultural heritage showcased by traditional folklore characters such as the Moko Jumbies, Clowns, Masqueraders, stilt walkers, and mummies.

Hawley emphasized the cultural and economic significance of Sugar Mas, which stands as the largest event on the island’s calendar. “The economic impact is unquestionable. The positive impact of Sugar Mas is unquestionable,” she asserted.

The ripple effects of the Carnival extend far beyond the parade route, boosting the local economy and providing opportunities for various stakeholders.

“All the hotels are full, car rentals are full, makeup artists are full, and the list goes on and on,” Hawley said, highlighting the involvement of vendors, musicians, barbers, seamstresses, tailors, and Airbnb hosts.

“In 2024 I attended eleven carnivals, eight of which were outside the United States. What I have come to love about carnival events overseas is getting to experience each island country’s take on Carnival. Now some of the Caribbean carnival events I’ve attended have felt like an experience I could get anywhere else, however, Sugar Mas is very special, and I could genuinely feel the Kittitian culture in the road experience. The elevated road experience with beachfront views was definitely a plus! I WILL be coming back for Sugar Mas 54,” remarked United States national Tracey Lyons-White, a first-time reveller at Sugar Mas.
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This year’s Sugar Mas saw over 5,000 revelers take to the streets on the first day alone, with day two promising even more excitement and lasting until 9 PM to allow participants to fully embrace the festive spirit.

Shannon Hawley described Sugar Mas as a cornerstone of St. Kitts’ tourism product and a celebration of its people’s creativity and resilience.
“We are seeing fetes where I recognize no faces, and that is the mission of Sugar Mas,” she said, pointing to the Carnival’s growing appeal to international visitors.