Anthea Lorine Charles-St. Jules was remembered fondly yesterday at her funeral service.
Former Chief Executive Officer of the Saint Lucia Tourism Authority, Charles-St. Jules, who died just over a month ago, was a force to be reckoned with – that was clear.
“She was forthright and straightforward and immediately advised me on how the business of tourism worked,” Prime Minister Philip J Pierre said at her funeral service.
He’d met her when he was the minister for tourism.
“She never made me feel that because I had no previous experience… that I could not perform or express my ideas as far as the industry was concerned,” the prime minister stated.
According to him, her main concern was Saint Lucia “and how the industry could benefit the people… and improve the quality of their lives.”
“Lorine was patient and understanding, a deep thinker, eloquent speaker and master communicator. She always believed that there was a brighter side to life,” Prime Minister Pierre said, noting that she was determined and loyal.
When he last spoke to her in September of this year, Charles-St. Jules was looking forward to returning to work.
“She discussed Saint Lucia, the government and the industry… and informed me that she was confident that she would be returning to make her contribution to the island. She told me that she was improving and spoke about the stress that (her illness) was causing to her husband,” he said, adding that “that was Lorine, thinking about the wellbeing of the love of her life… and their daughter.”
Pierre said he was honoured and humbled to pay tribute to such a remarkable figure.
“Lorine believed in the tourism industry (and) she understood its workings,” he noted.
She cared for her family immensely and her husband Cecil “understood her work ethic and her quest for perfection,” Pierre said.
The Minor Basilica of the Immaculate Conception was packed yesterday, as individuals gathered to say goodbye to a woman who was fiercely loved.
The prime minister said the world was a better place because of Lorine.
“Saint Lucia has lost a heroine. The tourism industry will miss Lorine but most of all her family, friends and relatives have lost a true human being,” he added.
Charles-St Jules served at the SLTA from February 1, 2022, to May 31, 2024. For the organisation, it is the end of an era.
“Under her visionary leadership, the Authority navigated one of the most challenging periods in history… the global Covid-19 pandemic. Her strategic foresight not only ensured recovery but propelled the destination to new heights, securing 13 major awards that solidified Saint Lucia’s global appeal,” the SLTA said in a recent statement.
The former CEO also spearheaded the reintroduction of the Saint Lucia Jazz & Arts Festival, the revamping of the diaspora marketing strategy, including the international launch of Lucian Carnival and the Lucian Links Programme, which deepened connections within the diaspora.
Additionally, her commitment to integrating cultural elements into marketing—such as the Kabawe’ Kwawl—ushered in a new era of authenticity and cultural pride for the destination.
“Lorine dedicated her expertise to serving on the Board of the Caribbean Tourism Organisation, along with several other local boards, always advocating for the best interests of the Saint Lucia tourism industry and ensuring its continued growth and prominence within the region. Her remarkable achievements and impact on the tourism sector will continue to inspire those who follow in her footsteps. Her tireless work and commitment have left an indelible mark on the tourism industry, and her leadership will be remembered fondly by all who had the privilege of working alongside her,” the SLTA stated.