For the first time, the Saint Lucia Showcase International is taking place on the island, bringing 100 delegates to the Royalton Saint Lucia. The event highlights Saint Lucia’s efforts to link global tourism with local communities.
“This year we wanted to bring you to Saint Lucia to experience the destination first-hand,” Minister for Tourism Dr Ernest Hilaire said at the opening ceremony on Thursday.
The Saint Lucia Tourism Authority (SLTA) and the Ministry of Tourism have organised the event, which has brought together 100 participants from the United States, Canada, the United Kingdom, Europe, Latin America and the Caribbean.
The Tourism Minister explained that previous showcases took place in the UK and North America. He said they wanted to bring partners to the island to strengthen relationships and let participants experience Saint Lucian products in person, not just through brochures.
“Saint Lucia is performing strongly, and our responsibility is to ensure that her performance continues to translate into greater opportunities for our people,” the Minister said.
Hilaire said the Government is investing in infrastructure, air travel, product development, marketing and experiences to strengthen Saint Lucia as a destination and support ongoing growth.
“We are focused not only on attracting increased visitor numbers, but on ensuring that Saint Lucia remains competitive, relevant and compelling in a changing global tourism market,” he said.
SLTA CEO Louis Lewis encouraged international travel partners to look for new opportunities in Saint Lucia. “Saint Lucia International Showcase is about more than just showing off the destination. It’s about creating real growth opportunities. We have the place, the people, the stories, and the experiences. Now, our job is to turn these into strong partnerships, new business, and more reasons for travellers to choose Saint Lucia,” Lewis said.
The Community Tourism Agency (CTA) is helping delegates experience the many things Saint Lucia’s communities offer. Activities include a tour of Llewellyn Xavier’s Art Gallery in the north, ATV and eco-friendly e-biking adventures, farm-to-table and sea moss experiences led by local communities in the south, and new culinary and cultural experiences.
“By connecting local entrepreneurs and businesses to the tourism value chain, we are ensuring that more of the benefits of tourism reach our communities and support livelihoods,” Dahlia Guard, CEO of the CTA, said.
On Thursday, the SLTA also introduced the media to Below Saint Lucia, the island’s first underwater sculpture park dive experience. This new attraction is expected to expand what the island offers visitors and will be ready for the upcoming winter travel season.
Donalyn Vittet, Permanent Secretary in the Ministry of Tourism, said Saint Lucia has 22 natural dive sites. Over the years, the Ministry and SLTA have worked with the local dive association “Anbanglo” to develop some of these sites. Officials are also looking for ways to add more value.
With the theme “Welcome to Our World… Welcome to Our Communities,” the showcase represents a new way for the SLTA to engage with international trade partners.
The Saint Lucia Showcase International is being held from September 16 to 20, 2026.
