The Saint Lucia Tourism Authority (SLTA) has been honoured with the Most Innovative Tourism Campaign award at the Global Tourism Forum in Brussels.
On November 9, SLTA’s Chief Executive Officer, Louis Lewis, and Director of Global Marketing, Dexter Percil, accepted the award on behalf of the agency.
This prestigious award recognizes SLTA’s “Come to Your Senses” campaign, an integrated marketing initiative designed to showcase Saint Lucia’s stunning natural beauty, rich culture, and diverse experiences, including romance, adventure, and wellness-beyond the traditional sun, sea, and sand offerings.
Focusing on the island’s unique sensory experiences, from the iconic Pitons and cascading waterfalls to its Creole cuisine and volcanic mud baths, the campaign utilizes immersive storytelling and strategic digital placements across all major social media platforms to forge an emotional connection with potential visitors.
Leveraging the latest digital technologies, including Artificial Intelligence (AI), the campaign enhances content development, audience targeting, engagement, and overall reach.
Launched in 2025, “Come to Your Senses” has evolved through seasonal iterations, employing both digital and static advertising formats to maintain visibility and inspire travel consideration, positioning Saint Lucia as a destination tailored for diverse interests.
Tourism Minister Dr. Ernest Hilaire stated, “International recognition of this nature reinforces the importance of continued investment in how we market and position Saint Lucia globally. Our tourism industry has much to offer, and achievements such as this demonstrate our ability to compete, innovate, and capture the attention of travellers worldwide.”
He emphasized the commitment to strengthening the sector and expanding opportunities for tourism stakeholders, ensuring that the benefits of tourism reach local communities.
Adding to the regional significance of this recognition, Saint Lucia and Guyana were the only Caribbean destinations acknowledged among the Caribbean Tourism Organization (CTO) member countries, with Guyana receiving the Best Emerging Market award.
In commenting on the award, CEO Louis Lewis remarked, “This recognition is a testament to the strategic direction and vision of the Saint Lucia Tourism Authority and our commitment to building Saint Lucia as a leading global tourism brand. It affirms that our innovative efforts to enhance our international positioning and tell the Saint Lucia story are delivering results.”
He expressed pride in the team’s accomplishments and a focused commitment to advancing the destination’s vision. The initiative has significantly contributed to growth across key source markets, highlighting the effectiveness of experience-led destination marketing.
The latest iteration of the campaign broadens its reach with tailored messaging and creative assets for international audiences, including those from the United States, Canada, the United Kingdom, France, Germany, Latin America, and Asia. This approach allows the Authority to maintain a unified global campaign while engaging diverse audiences with relevant experiences.
Director of Global Marketing Dexter Percil underscored the campaign’s evolution, saying, “The beauty of Come to Your Senses is that it captures the many ways people can experience Saint Lucia. Our destination offers something for everyone, from romance and adventure to wellness, culture, and cuisine.” He expressed enthusiasm around showcasing the richness of the tourism product and inspiring visitors to discover resonant experiences, reinforcing Saint Lucia’s appeal as a year-round destination.
The Global Tourism Forum awards recognize excellence and innovation in the global tourism industry. This latest accolade adds to Saint Lucia’s impressive tally of 43 international awards and recognitions received in recent weeks, spanning travel, romance, wellness, adventure, accommodation, MICE offerings, and cultural festivals, underscoring the island’s diverse tourism offerings.