WITH Saint Lucia in high demand as a tourist destination, industry personnel are touting the country’s achievements—while seeking to make greater strides within the hospitality sector.
At a recent media briefing, Chief Executive Officer (CEO) of the Saint Lucia Tourism Authority [SLTA] Lorine Charles St. Jules spoke about the gains Saint Lucia has made since rebounding from the pandemic and other economic woes that have impacted the country.
While highlighting the input from regional travelers, she noted that the US market led for five months this year.
“In April 2023, the US market recorded the best performance ever for Saint Lucia…and so far, the US has occupied 56% of stay-over arrivals, representing the largest market share,” declared St. Jules.
The UK market represents the second largest market share at 20%, and Canada has “doubled in size” compared to last year recording 100% record growth, so far, for the year.
St. Jules said these latest developments, can be attributed to an increase in the availability of seats, provided by Air Canada. And the Caribbean is now 73% over, with the new flight provided by Caribbean Airlines.
By the end of the year, she said, the Caribbean market is expected to lead the growth, since “the minister (tourism) led quite a few discussions on improving regional travel, both by air and ferry services for Saint Lucia”.
“Thus far, for July …Saint Lucia recorded 6,500 visitors from the Caribbean Market, a significant improvement from last year,” said the SLTA’s CEO. She added that there has also been growth in the markets of Guyana and Grenada with British Airways, Trinidad & Tobago, and Barbados with Inter Caribbean flights and St. Vincent and the Grenadines (SVG).
Also, she noted, ADR has “increased significantly” for the first quarter of 2023, and surpassed the previous year by 7%, and the 2019 benchmark by 3%. “So, the impact of the year is truly showing growth for Saint Lucia,” St. Jules declared.
She added, “The luxury castor of Saint Lucia is outperforming any other sector or sub-sector. By the second quarter, we expect some stabilization in those rates”.
Added St. Jules: “Both in quarter one and quarter two, the luxury accommodation properties consistently recorded the highest occupancy rate in Saint Lucia”.
The SLTA official stated that “significantly” the first quarter, “was the best performing quarter for sites and marine attractions for Saint Lucia.”
Providing an update on the availability of seats, she said, 3% or roughly 10,000 more seats were available in 2023 than in 2022. Notably, she added, “These went across all markets …the Caribbean benefitted and the US benefited in the first quarter.”
However, St. Jules noted, there was a reduction of service in June and July, which “clearly correlates to a reduction and some dips in the US and the UK market”.
Commenting on the events segment, she said, within the ten days leading up to Saint Lucia Carnival 2023 the island recorded 15,000 visitors and 3,000 more returning nationals “totaling 18,000 visitors for Carnival”.
Adding to the statistics, St. Jules explained, that revelers accounted for at least 30% of the visitors at carnival. Also, 21 different countries participated in this year’s carnival and there was an increase in visitors for the Saint Lucia Jazz Festival.
The SLTA official noted that visitors spent a total of more than $ 7 million on carnival and other tourism-related activities.
Moving ahead with more projections and promotions for the destination, she asserted, “We have and will continue to push events and activities in Saint Lucia …because that has become the USB for Saint Lucia”.
St. Jules stated, “You may note …many Caribbean islands are also pushing carnival. We have endeavoured to promote Saint Lucia’s Carnival in its uniqueness to the destination. Come for Carnival Stay for More!
“We would like to note also that we made a specific and deliberate call to the Diaspora for both carnival and jazz and our Diaspora has responded quite significantly.”
Heading into September, she said, there will be a return of the Saint Lucia Dive Festival, and “we will promote the 22 dive sites for Saint Lucia, and that will promote the destination as something different to attract more visitors.”
September 27 will also see the return of the Piton Awards.
“The Romance Market continues to be one of our Pillars of Growth and our Pillars of Differentiation for Saint Lucia. This year, we will return with our inaugural ‘Say Yes to Saint Lucia’ where we invite both the trade and the consumer and the leading planners across the globe to come and experience and see why we have for many years been a leader for romance,” declared St. Jules.