Dexter Percil, director of global marketing at the Saint Lucia Tourism Authority (SLTA), has been honoured with a proclamation from the Atlanta City Council for his “outstanding contributions to the Caribbean Community”.
The citation praises Percil for his “outstanding professional achievements, impactful leadership, and unwavering commitment to advancing the Caribbean Community”.
Percil, who joined the SLTA first as head of marketing in 2024, was recognised for his transformative work with global brands, including his role as brand manager for Heineken Saint Lucia.
The push for the proclamation was led by Patricia Tongue-Edigin, president of the Atlanta Caribbean Carnival Association, who collaborated with Percil last year when the SLTA hosted social media influencer Korra during Carnival.
In breaking the news to Percil, Tongue-Edigin, also known as Aunty Pat and originally from Antigua, told him: “This is in recognition of your exceptional contributions and dedication to excellence.”
Percil, surprised by the recognition, told St Lucia Times, “You meet people and engage them in the true spirit of who you are, never really thinking about any ulterior reward.”
He reflected on his partnership with Edigin, noting that after their collaboration, she took a personal interest in his work and later requested his CV.
Percil says Edigin told him she would like to do something special for him, but that he did not make anything of it at the time.
The proclamation, a formal commendation by the Atlanta City Council, celebrates Percil’s career-long commitment to teamwork and transformational leadership.
“I just try to work well with people,” he said. “You take the good with the bad and the good ones you learn from, the not so good you still learn from and keep pressing on to get the best outcomes.”
Percil credits his humble upbringing in Laborie as a farmer’s son for instilling his work ethic. He said being raised with the values of hard work and discipline had shaped what he had become. “With a sense of humility, I have accepted this recognition.”
Percil says he has always strived to be a transformational leader, a motivator and one who seeks to empower those around him.
Though the SLTA did not participate in this year’s Atlanta Carnival due to scheduling conflicts, Percil sees the proclamation as an opportunity to strengthen ties between Saint Lucia and the Caribbean diaspora in Atlanta.
“So while this recognition is for me, it can also be seen as a gateway into what I do and a recognition for Saint Lucia as well, that within the industry we possess the sort of talent that can match up to the global brands – and not just me, there are many others,” he says.
With two decades of experience in sales and marketing across the Caribbean, Percil holds a business administration degree from the University of Ottawa and a diploma in business management from UWI. Known for his results-driven approach, he has worked with brands like Heineken, Banks Holding Barbados, and Blue Waters St Lucia.
At the SLTA, he leads efforts to elevate the island’s global profile, emphasising empowerment and excellence – principles he traces back to mentors like Shelly Black of Windward and Leeward Brewery.
“So I embrace this with a sense of pride as a Saint Lucian, knowing that I can walk anywhere with my head up… It is also important for me to set standards for myself, those around me, as well as for my kids.”
As the head of global marketing at the SLTA, Dexter Percil is responsible for promoting and enhancing the country’s image, participating in the development and monitoring of the strategic plan and contributing to the annual marketing plan.
