The Ministry of Tourism last week released the 2024 tourism performance figures, revealing a 14 per cent increase in visitor arrivals to Saint Lucia. But how much do the benefits of this growth extend to the island’s economy?
Noorani Azeez, Chief Executive Officer of the Saint Lucia Hospitality and Tourism Association (SLHTA), says data shows that tourism dollars are now effectively reaching informal tourism providers.
“We are very impressed that a lot of these arrivals, based on the data that is shared with us, seem to be making their way into the informal service providers and informal accommodation providers as well. That means a lot more money should be redound to the average, community-based investor that is offering tourist attractions and accommodation services to guests, and that is very encouraging,” he told St Lucia Times.
The SLHTA facilitates tourism sector development and management, playing a role in policy formulation, marketing support for members, human resource development, and improving relationships within the sector.
According to Azeez, an increasing number of small, local enterprises are not only seeking membership but showing a vested interest in improving operational standards.
“I have noticed personally a very encouraging number of Saint Lucians registering their own businesses, applying for certification, inquiring about membership of the SLHTA, and looking at how they can raise their standards so that they can compete for the tourism dollar. I think that is very commendable,” he said.
During the launch of the Taste of Saint Lucia Expo last October, Tourism Minister Ernest Hilaire emphasised the need for more local participation in the sector. “We want the tourism sector to be a sector that provides greater benefits to Saint Lucians,” he said. “It’s only when more of our locals participate and own it that more of the tourist dollar can stay in Saint Lucia.”
Yet, as accounts are now forthcoming, testifying to the wider reach of the tourism dollar, some vendors have expressed frustration on public forums, citing a lack of access to revenue generated by the industry.
Azeez says, however, that alternative ways to access visitors may need to be explored for providers who meet this challenge.
“I’m very curious as to how they measure the tourism dollar’s permeation through our economy. I know the Ministry of Tourism employs the tourism satelliting approach to measure the spend of the guest, and in as much as I am very encouraged that the spend per guest has increased year-on-year, it is a fair question for Saint Lucians to ask, ‘Where’s that money being spent and how much of it is being spent in these areas?’” he said.
“Because I believe if we drill down to the data, it’s still unfortunate. The larger portion of that pie is spent in the accommodation sector, in terms of your rooms and amenities—now not even hotels, Airbnb-type operators. Some of them operate a lot more than just off a room; they offer tour packages and other types of experiences in addition to that and we’re seeing a sizable amount of that spend per guest pass through the accommodation sector now.”
As a solution, Azeez believes digital tools may help small operators gain direct access to visitors.
“What we’ve got to do, ideally, is position our offerings via social media, via the digital environment, so that people can access these guests directly and make a more effective bid for that tourism dollar. But then, in order to do that, you must appreciate the fact that you must have your licences, you must be properly regulated,” he highlighted.
Regarding the SLHTA and the tourism sector’s response to the increasing number of Airbnb, site, and tour operators entering the industry, Azeez says resources are available to support certification where necessary.
“The SLHTA does have a growing number of Airbnb-type operators who are members of the association…. We have a very good relationship with the tourism agency, so these operators can now, through the CTA [Community Tourism Agency], avail themselves of group discounts for public liability insurance, and things of that nature that they would need in order to operate effectively,” he said.
“We also have counterparts and colleagues in the public service, at the Ministry of Tourism, who literally have a checklist that these operators can avail themselves of to give them a clear indication of what documents need to be submitted in order for them to become properly certified to operate. The process is one we all are committed to—both public and private sector operators—because we certainly want the new ideas, perspectives, and fresh energy to be infused in the industry so that we can grow and compete more effectively internationally,” Azeez stated.
