Saint Lucia’s high-quality tourism brand product took center stage at the recent Caribbean Hotel and Tourism Association (CHTA) Marketplace in Antigua.
During a media briefing, the Saint Lucia Tourism Authority (SLTA) presented a transformative tourism agenda that emphasises record-breaking visitor arrivals, innovative high-end developments, and groundbreaking sustainability initiatives, all driven by a resolute commitment to inclusive growth and community empowerment.
The 43rd CHTA Marketplace delivered a bold, future-forward vision anchored in sustainability, community engagement, and meaningful visitor experiences. Parliamentary Secretary in the Ministry of Tourism, Guibion Ferdinand, stood alongside key tourism leaders to unveil Saint Lucia’s impressive performance, strategic developments, and plans for inclusive growth.
In an update to reporters, this week, Ferdinand confidently stated that the three-day event showcased strong presentations from participating territories and highlighted Saint Lucia’s standout participation.
“The response to our team was phenomenal. We shone at this event—not only due to our presentations but also because of how other regional countries responded to our marketing approach,” he declared.
Representatives from the SLTA management, including CEO Louis Lewis and Head of Marketing Dexter Percil, were present at the conference, where their insights were met with great enthusiasm from the international press.
Ferdinand articulated: “Saint Lucia is ahead of the curve in two key areas: Sustainable Tourism and Community Tourism. This signals the direction our government is taking.”
He emphasised that the newly enacted Tourism Development Act (TDA) is generating significant interest regionally. “Many regional islands are eager to learn about its incentives and how it catalyzes tourism investments,” he noted.
Ferdinand continued, “This progressive initiative showcases our commitment and we take pride in it.”
Due to the ‘sanctions issue’ between the USA and Canada, strong prospects exist for Saint Lucia to broaden its global reach, as Canadian tourists seek new opportunities.
Another critical topic discussed was the challenge of regional travel. “Navigating between the islands can be frustrating due to costs, and we are actively exploring solutions,” he asserted.
At the CHTA conference, Saint Lucia revealed its record-breaking 435,659 stay-over arrivals in 2024,a 14% increase over the previous year and reported over 41,000 visitors in the first few months of 2025 alone. The resurgence of travellers from the U.S., U.K., Caribbean, and Canada clearly positions Saint Lucia for continued momentum.
CEO Lewis announced that Windjammer Landing has become part of The Leading Hotels of the World, with new offerings from Hyatt, Marriott, and Cabot on the horizon. “It’s not merely about infrastructure-it’s about impact. Our community tourism sector is thriving thanks to projects that empower local entrepreneurs, artisans, and farmers,” he asserted.
As Saint Lucia asserts itself as the “Green Heart of the Caribbean”, sustainability remains a top priority. The island is adopting eco-conscious branding, championing climate-friendly travel, and implementing waste-reduction programmes across the tourism sector.
This dynamic momentum follows a successful 2025 Saint Lucia Jazz & Arts Festival and precedes major cultural events such as Lucian Carnival in July and Creole Heritage Month in October.
Dexter Percil, SLTA’s Director of Global Marketing, noted that in addition to impressive growth metrics, the SLTA has launched a seasonal campaign-Summer Saint Lucia Style-encouraging visitors to immerse themselves in authentic cultural experiences, nature adventures, and vibrant local events.