For nearly two decades, Saint Lucia has built an enviable reputation as the Caribbean’s leading honeymoon destination — a title it continues to defend with consistency. Earlier this month, at the World Travel Awards hosted in Saint Lucia, the island was once again recognised as the Caribbean’s Leading Honeymoon Destination, marking its 17th win in that category.
But over the past few years, the island has been quietly expanding its tourism appeal beyond romance and relaxation. Since the COVID-19 pandemic, Saint Lucia has emerged as a strong contender in the adventure tourism market, capturing the imagination of travellers seeking connection, nature, and thrill after years of confinement.
As visitors began craving outdoor escapes and meaningful experiences, Saint Lucia’s natural landscape, from the world’s only drive-in volcano to its majestic twin Pitons, lush rainforest trails, and zipline tours, offer the perfect antidote. The island’s success in this niche has not gone unnoticed. Since 2022, Saint Lucia has been named the Caribbean’s Leading Adventure Tourism Destination by the World Travel Awards for four consecutive years.
Minister for Tourism Dr Ernest Hilaire says this achievement reflects a deliberate national strategy to diversify the tourism product and deepen community involvement.
“We’ve made a determined effort to promote adventure tourism because adventure tourism forces the visitor to go out to the community,” Hilaire explained. “It causes visitors to go out hiking, bird watching, climb the Pitons… It’s a deliberate strategy to make sure we don’t become over-reliant on one sector but offer a diversity of experiences.”
Photo Credit: Kherim Nelson
That shift, he added, is not just about expanding tourism options but also about ensuring that the economic benefits reach further.
“More importantly, the visitor moves from a resort-based experience to a community-based experience,” he said. “So they are going out in the community, they are spending money, and communities are starting to thrive.”
According to Hilaire, the government intends to continue investing in the growth of adventure and eco-based experiences across the island. Upcoming projects include the development of underwater sculpture parks, the construction of scenic lay-bys in coastal communities like Canaries, and the enhancement of other nature-driven attractions.
