Nevis has built its tourism position around a list of things it will not allow: cruise ships, buildings taller than a coconut tree, fast food chains, traffic lights, and large all-inclusive resorts. Mark Brantley, the Premier of Nevis, is unusually direct about where that list came from. Nevis is not built to handle volume, and rather than treat that as a limitation, the government built its brand around it: luxury without being ostentatious, as he put it, and empty beaches. Ground has been broken on a facility with space for 50 private jets, and the government wants direct arrivals from the U.S. East Coast. The strategy now depends on Nevis staying scarce while becoming easier to get to.