Saint Lucia is mourning the loss of Lorine Charles-St. Jules, former CEO of the Saint Lucia Tourism Authority (SLTA), after news of her passing surfaced on Friday morning.
Charles-St. Jules began her tenure as SLTA CEO in February 2022 and was widely respected for her contributions to Saint Lucia’s tourism industry. According to tourism officials, she played a pivotal role in guiding the organisation through a challenging period and enhancing the island’s reputation as a premier travel destination.
Prime Minister Philip J. Pierre paid tribute to Charles-St. Jules in a heartfelt social media post, saying:
“To have known Lorine is to know someone who loved living. Lorine Charles-St.Jules was a fierce and loyal friend, devoted to her family and the consummate professional.
I was happy when Lorine decided to come back home to officially serve her country as the CEO of the Saint Lucia Tourism Authority (SLTA). Her legacy is strong and is evidenced by our record-breaking achievements in the sector and new initiatives to integrate more local experiences into the tourism product.
To her husband Cecil, strength and courage my brother, I am truly sorry for your loss. To her family, friends, colleagues and staff of the SLTA, my sincerest condolences to you.
Rest well my friend, you will be missed. May her soul rest in peace.”
Opposition Leader Allen Chastanet, former Prime Minister and Minister of Tourism, also expressed his condolences on social media, stating:
“My heartfelt condolences go out to the family and friends of Mrs. Lorine Charles-St Jules who was the former CEO of the Saint Lucia Tourism Authority. May you find comfort in the cherished memories you shared with her and strength in the love she brought into your lives. Wishing you peace during this difficult time.”
Charles-St. Jules’ contributions to the SLTA were widely celebrated. At a press conference on October 2, 2024, welcoming incoming CEO Louis Lewis, SLTA Chairman Thaddeus Antoine also used the opportunity to laud the impact of the former CEO on the organisation.
“I want to put on record the gratitude of the Saint Lucia Tourism Authority… because CEO St. Jules did an excellent job for the organisation. She continued to take us through the challenges we had with COVID and getting the market up and running. She went, perhaps what was being said as, unconventional ways. She took us to market at a time when Covid was still a big thing,” he said.
Antoine highlighted the Authority’s 13 awards attained under Charles-St. Jules’ leadership, describing them as a testament to her innovative approach and commitment to excellence.
Beyond her work with the SLTA, Charles-St. Jules had over two decades of leadership experience in the tourism industry. She served as CEO of PeaEye 7 Marketing International, a global marketing agency, for five years, where she led business development and resort marketing across the Caribbean, the U.S., and Canada. She was also the USA Account Manager for the Anguilla Tourist Board.
Additionally, Charles-St. Jules was an adjunct lecturer at Monroe College in New York and the University of New Haven in Connecticut, a public speaker, and a research consultant for the Organization of American States.
My heartfelt sympathies to her family and friends. To her husband, Cecil, my dear friend.. please have courage and strength during this difficult time. Lorine lived a life of purpose and she was a go getter. She got things done. She served her country exceptionally well. May her soul rest in peace and may her legacy continue to shine 🙏
Condolences to her friends, colleagues and the Government and people of St Lucia🇱🇨
With deepest thoughts and prayers as for a dear……… profond condoléances at such moments 💜