Tourism Minister Dr. Ernest Hilaire is pushing for greater recognition for ‘Brand Saint Lucia’ products, which he feels, has the potential to promote the island’s creative expressions both locally, regionally and globally.
Ever eager to champion the cause for a ‘Lucian’ identity, the minister said, the Creative Industries portrays ‘who we are …as a people’.
He noted that “national identities” can be expressed through music, dance and culture and the various indigenous art forms akin to the country.
“If you look at the world economy, you will recognize the significant contribution that the creative industries and culture make to the development of societies,” said Hilaire, during an interactive discourse, at the recent media launch for Saint Lucia’s Independence Anniversary celebration of activities.
“You even have their national identities and often times , national identities is expressed through culture , creative industries and sports , as well as , with music and dance, and it is really critical for us as an Independent nation , to be able to say to the world , who we are as Saint Lucians,” he added.
While describing the dynamism and vibrancy of a burgeoning arts and culture industry that can be beneficial to the country, Dr. Hilaire declared, underlying the Independence Anniversary theme: Douvan Asanm: One People. Shaping our Destiny, it is like: “Moving together as a collective, in unison to achieve our national goals. We have to define the Saint Lucian person, and we are very proud that we have an extraordinary beauty…that physical beauty as an island and we boast of the Pitons, or waterfalls and rivers and everything else, but we as a people.”
He added, “But the creative Industries and culture is an opportunity for us to say to the world who we are, through song, music, dance …and fashion.”
Hilaire said that through those activities, “We say to the world, this is who the Saint Lucian person is and we have to fight hard to maintain that.”
He noted that in other foreign countries and also in the region “the importance of the creative sector …and we believe that the creative industries can actually become a fifth major industry, so we have tourism, agriculture, manufacturing, financial services and the creatives.
“So, not only will the creative industry help us, in terms of projecting to the world who we are as a people, but it can also make a significant contribution to our national development.”
Hilaire stressed that the tourism field can be intertwined into the arts and culture sector. “One leads to the other and tourism cannot be about resort based experiences, tourism should be such a medium on the community-based experiences”
He stated, “The philosophy of this government is about ensuring that more Saint Lucians participate in the tourism industry and more Saint Lucians own the tourism industry. So, we’re saying to the world this is who we are, come and enjoy it and sharing our warmth and hospitality really expresses who we are to the world …
Hilaire continued, “By using who we are as a people, to make sure our visitors enjoy their stay here really reinforces our tourism industry
The minister disclosed that over the past months, new products has been out, including the Kabawe Crawl, Three –Peak challenge – that involves a climb to Gros and Petit Piton and Mt. Gimmie
He said the authorities are also working on a Sunday programme, because during that time “the city is almost dead and yet you have hundreds of visitors just mingling around. So, more and more opportunities have to be created for our people to be able to present who they are through music, song, dance, fashion and visitors. And enrich their experience…it is really important that we create linkages between Export Saint Lucia and Commerce Minister Hippolyte in creating that linkage.”
And how do people from the Diaspora to feature in the celebrations?
“They are very significant and almost every day you get somebody either sending messages that they want to be part of what is going …and because of that same identity, there is a desire from Saint Lucians (overseas) … they want to be part of what’s happening,” said Hilaire.
He noted that many Saint Lucians from the diaspora have also expressed their interest in patronizing the upcoming Jazz and Arts Festival and “the more Saint Lucians we can have on that stage , the better for us and we certainly encourage Saint Lucians from the diaspora,” to come and partake in the activities.
“We have to be very thankful (to) Saint Lucians in the diaspora …because through word of mouth and their respective networking, quite a lot of people visit Saint Lucia,” the minister added. He said this promotion of the country has also enticed lots more people to visit for the Jazz Festival, and for Carnival “it’s massive”, resulting in “the amount of people who come back home to participate in the revelry that we have for Carnival.”
Hilaire said, “We want them to always feel connected with the ‘Lucian-ness’ that we talk about and to contribute in whatever way they can.”
Summing up the atmosphere for the ‘Lucian’ element and Brand Saint Lucia products to be promoted and displayed at the island’s various events and also on global platforms, the tourism minister asserted, “Every opportunity we get , we must create space and opportunities for our creatives to be part of it.
“Because the creatives help define our identity, promote our identity to the world and at the same time it creates employment.”