Latin America as a source market and sustainable tourism were high on the agenda at the recently concluded ninth annual “Saint Lucia Showcase—the Americas.”
The event opened on July 30 at Sandals Grande Saint Lucia, where suppliers and buyers from the USA, Canada, France, Mexico, Colombia, Guadeloupe, Martinique, Guyana, and Trinidad and Tobago were present.
Anya Whitfield, the officer in Charge and Chief Financial Officer at the Saint Lucia Tourism Authority (SLTA), welcomed the attendees during her address.
“This year marks a significant expansion as we proudly include Latin America alongside North America in our showcase,” Whitfield stated.
She went on to say, “Our enchanting island, renowned for its natural beauty and warm hospitality, continues to captivate travelers from around the globe.”
She added that this year’s showcase was celebrating the island’s essence through a curated program, highlighting diverse experiences.
“We are thrilled to announce our embrace of the Latin American market and declare today the start of our development as we strengthen partnerships within this dynamic region,” Whitfield announced.
She said enhanced promotional efforts and targeted marketing campaigns would increase awareness and interest in Saint Lucia as a premier destination in the Caribbean.
The head of marketing at the SLTA, Dexter Percil, also spoke at the event, highlighting some of Saint Lucia’s recent tourism achievements.
“Our island nation continues to achieve remarkable milestones. In June 2024, year to date arrivals reflect a fifteen percent increase,” Percil noted.
He said this demonstrated strong growth and resilience.
“The success of events such as the ICC men’s T20 world cup and the renowned Saint Lucia Jazz and Arts Festival, further underscores our reputation as a premiere destination for sports enthusiasts and cultural fanatics alike,” Percil added.
He also revealed that this summer an additional 40,000 airline seats will be added to Saint Lucia thanks to American Airlines and Jet Blue.
Percil explained that the seats would not only facilitate easier travel but also allow Saint Lucia to become competitive and push economic growth by supporting tourism related businesses.
According to the SLTA official, the strategic focus on expanding into Latin America will forge partnership with key stakeholders in what he described as a vibrant region.
“As we move forward in 2024, sustainability remains top priority for us. We are prepared to integrate sustainable principles into every aspect of our tourism sector, ensuring that Saint Lucia remains a model for responsible travel in the Caribbean,” Percil emphasized.
Minister for Tourism, Investment, Creative Industry, Culture, and Information Dr. Ernest Hilaire, said that the showcase was not merely a gathering but a celebration of Saint Lucia’s promise, beauty, and inspiration.
“The year 2024 has been dubbed the year of sustainable development and we anticipate continued growth in our various sectors,” the Tourism Minister said.
“Saint Lucia’s hospitality providers collectively are holding thirteen green gold awards. We continue to integrate sustainable practices into our tourism initiative ensuring that our natural resources are preserved for future generations,” Hilaire pointed out.
“In diversifying our source markets we are forging partnerships with Latin America in alignment with the tourism authority’s mandate. I am pleased to inform you that we are also complementing the demand for the destination for more room stock by the end of 2025 by adding over one thousand more rooms,” Hilaire disclosed.
The ninth annual “Saint Lucia Showcase—the Americas” saw the presence of Ambassador Leiff Escalona of the Bolivarian Republic of Venezuela and Ambassador Moreno of the United Mexican States.
All good for the tourism growth of Saint Lucia but I would advice the minister of tourism and the prime minister to diversify Saint Lucia’s economy while the iron is hot….it is too tourism dependant. Just one category 5 hurricane to destroy your infrastructure and your tourism is knocked for six and crippled for months. While I will encourage the growth of the tourism market, the government mustt diversify the economy to spread the economic growth….
Good luck. Hope they bring in as many lovely dollars as your beloved rich Americans
It’s like they looking for a different type market, the illicit one. The people there are poorer than the Caribbean on average. Who comes up with those insane ideas?