St Helena Tourism Board Announces New Leadership Team

Jonathan Passaportis (Head of Tourism) and Sebastian Stent (Senior Marketing Manager, St Helena Government) will drive a six-pillar strategy to grow and diversify St Helena Island’s tourism offering.

JAMESTOWN, ST HELENA, 04 JULY 2025 – The St Helena Tourism Board has announced key leadership appointments that signal a strong strategic approach to sustainable, experience-driven tourism on one of the most extraordinary – and remote – islands in the world.

Jonathan Passaportis assumes the role of Head of Tourism from outgoing incumbent Matt Joshua, while Sebastian Stent joins as Senior Marketing Manager for the St Helena Government, bringing complementary expertise in destination marketing and digital innovation to advance the island's tourism objectives, grow visitor numbers, strengthen local tourism businesses, and showcase the island’s rich history, natural beauty, and cultural identity on the global stage.

Zimbabwean-born Passaportis is an accomplished tourism entrepreneur with over 18 years of experience in tourism, agriculture and sustainable development in destinations across Southern Africa and Argentina. He is best known as the founder and managing director of Bushman Rock Safaris in Zimbabwe, which he helped grow into one of the country’s leading destinations for weddings, conferences, and safari experiences.

With a background in both journalism (including as head of digital at Media 24) and filmmaking, Stent now combines his big tech experience at Naspers, Meta and Opera with a passion for community-focused technology and the implementation of sustainable development initiatives.

This dynamic partnership marks a pivotal moment for St Helena – a subtropical paradise in the South Atlantic that has quietly been building its reputation as the ultimate destination for adventurous, culturally curious travellers seeking authentic experiences beyond the beaten path.

“It’s a great privilege to take the reins from Matt Joshua,” says Passaportis. “I’m joining the St Helena community at such an exciting time. The island holds extraordinary promise as a world-class tourism destination. I look forward to working with local stakeholders and the international travel trade to grow a sustainable, inclusive, and high-impact tourism economy.”

Both Passaportis and Stent are excited to work with niche operators and agents to develop packages and itineraries that appeal to today’s travellers – and really showcase what makes St Helena Island unique: its living history, unparalleled biodiversity, and the warmest welcome anywhere in the world.

 “There is a perception that St Helena appeals to an older generation of traveller; history buffs who want to learn more about Napoleon’s last days on the island,” explains Passaportis. “And while this is certainly true for a number of visitors, the island holds broader appeal for adventure tourists, nature lovers, and those who want authentic, cultural immersion in a community like no other.”

To this end, Stent and Passaportis will be concentrating on six pillars:

1. History & Heritage. Alongside Napoleon’s exile on St Helena, visitors can learn more about the island’s connection to King Dinuzulu kaCetshwayo and the Zulu uprising against the British, the Boer War (including the PoW camps and Boer cemetery), the abolition of slavery, and centuries of colonial and maritime history, including fortifications dating back to the 1700s.

2. Nature. St Helena (and its unique cloud forest) supports 502 endemic species (including the blushing snail, spiky yellow woodlouse and wirebird) equating to more than one sixth of the UK's total endemic biodiversity. It’s an extraordinary destination for nature lovers, birders, and those fascinated by the volcanic geology that created this island paradise.

3. Culture. St Helena has evolved its own 'Saint' identity complete with a captivating dialect – a living blend of Creole expressions and maritime English that carries authentic echoes of 17th-century seafaring traditions into contemporary island culture. For travellers looking to immerse themselves in the food, language and history of a place, St Helena is unforgettable.

4. Hiking. The island’s compact volcanic topography creates an extraordinary hiking proposition for all ages and fitness levels; where diverse ecosystems – from semi-desert landscapes to scrub, woodlands and cloud forest – deliver breathtaking views around every corner.

5. Aquatic pursuits. With eight ‘divable’ shipwrecks, crystal clear water, average sea temperatures of between 19°C and 25°C, and rich marine life (including humpback whales [between June and December], whale sharks [Jan – March], bottlenose and pantropical dolphins, manta rays, and green and hawksbill sea turtles) St Helena is the perfect destination to dive, snorkel, kayak or fish.

6. Adventure. Alongside walks, hikes and e-bikes, the St Helena Tourism Board is developing the island’s adventure tourism offering – including trail runs, marathons, climbing and mountain biking – for serious competitors and adventurers who want to tick off an experience in one of the most remote destinations on earth.

For destination specialists and tour operators, Airlink’s weekly service between Johannesburg and St Helena Island (with additional flights direct from Cape Town between December and March), combined with authentic character, depth of experience, and adventure, creates a tantalising option for high-value clients looking for their next destination.

"We're targeting strategic partnerships with operators who want to offer their clients something completely different – and who understand the draw of sustainable, regenerative tourism," notes Stent. "Our focus is on extended-stay experiences and real cultural immersion. We’re developing a superior value proposition for discerning travellers, while creating something special hand-in-hand with the local community."

Passaportis agrees: “We're not trying to be the next mass tourism destination. We're building something much more valuable. From planting ebony trees rescued from the very brink of extinction to learning more about the region’s whale sharks, each and every visitor has the opportunity to contribute to St Helena’s future.”

Flights to St Helena can be booked from Johannesburg to St Helena (with the carrier Airlink). Airlink also doubled its scheduled flight service between South Africa and St Helena to a seasonal twice-weekly flight from December to February. https://www.flyairlink.com/ 

For more tourism information about St Helena please, visit www.sthelenatourism.com