The transition of the St Lucia Tourist Board to the St Lucia Tourism Authority is nearing the final phase, officials say.
Tourism officials say the Tourism Authority will not function as the Saint Lucia Tourist Board does.
Some of the differences include a digital marketing division; a reduction in the budget for the Saint Lucia Jazz Festival; and the establishment of a call centre to inform and facilitate sales and bookings.
“The goal is to have an institution that is competent, efficient, effective, results driven and most of all fit for purpose,” Agnes Francis, Executive Chairperson of the St Lucia Tourist Board, told a news conference Thursday.
Advertisement have recently appeared in the local media to fill executive positions for the new entity.
Minister in the Ministry of Tourism, Dominic Fedee said the new entity is expected to more aggressively market St Lucia and position the island to potential visitors as having more than sun, sand and sea.
“What I think this allows us to do is to better extract the strength of our heritage, our culture, the vibrancy of our people, the mystic of our destination. I think that what they’re going to present to you is a positioning of the St Lucian brand that will better tell the world that we are more than just a beach destination,” Fedee said.
Officials say an important change that has already been made is that the annual marketing meeting normally held in November in Miami has been moved to St Lucia in order to gain input from local stakeholders.