Saint Lucia’s sports tourism product will take centre stage during a National Basketball Association (NBA) game between the Toronto Raptors and the Miami Heat on Friday, a day before the island marks its 46th Anniversary of Independence.
As part of the Raptors’ Caribbean Heritage Night at their home venue, the Scotiabank Arena, Saint Lucian flavour and culture will be on full display. The Saint Lucia Tourism Authority will be sponsoring the proceedings.
“This event coincides with Saint Lucia’s 46th Independence celebration on February 22, marked by iconic Canadian landmarks lighting up in the colours of the Saint Lucian flag,” said an official statement from the SLTA.
A light show featuring LED displays is also expected to be part of the festivities, along with a halftime performance by Saint Lucian soca artists Motto and Ricky T, who will have the crowd rocking to the island’s signature Dennery Segment music. Additionally, fans will have the chance to win a luxury vacation to the Helen of the West Indies through exclusive giveaways.
Following the game, a four-week advertising campaign—created in collaboration with the Raptors—will be launched. This initiative aligns with the SLTA’s goal of utilising non-traditional marketing methods to showcase the island to potential visitors.
Canada remains one of the major markets for Saint Lucia. As of 2024, Saint Lucia welcomed 435 959 stay-over visitors from the North American country marking a 14 per cent increase from 380 791 in 2023. Also of note is the number of Saint Lucian-born individuals living in Canada. The most recent available data from the 2016 Census reported approximately 9 600 individuals identifying Saint Lucia as their place of birth.
Additionally, Saint Lucia has a strong relationship with the Toronto Raptors. Center Chris Boucher, a former NBA champion was born in Saint Lucia and has made several visits to the island, providing local youth with resources.
The Saint Lucia Basketball Federation has held talks with the possibility of enhancing local basketball facilities including upgrading and covering the Vigie Multipurpose Sports Complex, with Saint Lucian national and former Toronto Raptors executive John Wiggins leading out in this initiative. The sports tourism link between Canada and Saint Lucia remains a growing segment of the SLTA’s marketing strategy.
Yeah yeah blah blah strong relationship ties yet still they impose visas on Luciana….st Lucians wake up.