by Natasha Lair
Last updated: 9:05 AM ET, Mon February 24, 2025
As Saint Lucia celebrates its 46th year of independence, the Saint Lucia Tourism Authority (SLTA) recently wrapped a visit to Canada to promote the island’s tourism offerings and cultural heritage.
TravelPulse Canada sat down with Louis Lewis, CEO of the SLTA, to discuss the island’s appeal and the importance of the Canadian market.
Louis Lewis, CEO, SLTA; Natasha Lair-McKenty, TravelPulse Canada; Dexter Percil - Head of Marketing, SLTA (Photo Credit: Saint Lucia Tourism Authority)
Q: As CEO, what fresh perspective or strategy do you bring to Saint Lucia’s tourism industry?
LL: As the head of the tourism marketing agency, my goal is to encourage a continuous flow of arrivals, but beyond that, we want to increase on-island expenditure. When that happens, it directly benefits the average resident.
We’ve identified nine key tourism pillars: soft adventure, sunny romance, health and wellness, culinary experiences, heritage and culture, and events. Our strategy is to market these through social media and marketing to reach potential travellers.
We have appointed Julien Alfred as a Tourism Ambassador. She is from Saint Lucia and holds the title of the fastest woman on the planet.
Her role is significant because of her gender—being a woman adds another layer of inspiration. You will see her featured in Saint Lucia’s promotions, encouraging visitors on soft adventures, exploring our culinary scene, experiencing our wellness offerings, and fully immersing themselves in the beauty of our island.
Q: How do you see the Canadian market evolving for Saint Lucia?
LL: Canada is one of our largest markets, bringing in 35,000 to 40,000 visitors annually. We see strong potential to grow these numbers by aligning with sustainability tourism. We want Canadian visitors to be part of the sustainability movement, ensuring their travel choices contribute positively to our island.
Q: With travellers seeking more immersive experiences, how is Saint Lucia adapting its offerings?
LL: We are focusing on creating new experiences while ensuring sustainability remains at the core of our tourism. If you had been 10 years ago and went to the Sulfur Springs, where you go for the mud baths, visitors can now kayak on the East Coast, explore sea moss harvesting, and experience the wellness benefits of Saint Lucia’s natural products. We also work closely with the government’s community tourism agency to provide high-quality, locally owned tourism experiences.
Q: What can travellers expect from the 2025 Saint Lucia Jazz & Arts Festival?
LL: The festival, taking place from April 30 to May 11, will feature an incredible lineup with exquisite music while incorporating sustainable practices. You won’t see plastic cups at the event; instead, we’ll use biodegradable materials and locally sourced keepsakes. The festival isn’t just about music—it’s a a showcase of our culture, heritage, and history.
Q: With other Caribbean destinations vying for Canadian travellers, how does Saint Lucia plan to differentiate itself?
LL: A common misconception about Saint Lucia is that we are just a typical Caribbean destination—but we are far from it. And that’s because of both our topography and our history.
Saint Lucia is a mountainous country, and this landscape creates waterfalls and rivers. Because the island is volcanic, our beaches have a variety of sands, including golden, pink, and black, depending on where you are. It’s an attraction in itself.
Our history is equally colourful. Saint Lucia was fought over by the French and the British, changing hands 14 times. Because of that, you are influenced by various nationalities.—you'll find the discipline of the British, the passion and romance of the French, the flair of Asia and India, and the resilience and strength of Africa.
Q: What are the biggest challenges facing Saint Lucia’s tourism industry today, and how do you intend to tackle them?
LL: One challenge is that we don’t control how travellers get to Saint Lucia. We rely on airlines. Another major challenge is climate change, which affects properties near the coastline. We prioritize sustainable development, ensuring that new properties are built with resilience. Data privacy laws are making it harder to reach travellers, but we’re adapting by using targeted marketing.
Q: What inspired you to take on this role, and what personal experiences shape your approach to tourism development?
LL: I have always seen the potential of tourism for Saint Lucia, which has thrived—and continues to grow. My goal is to maximize its benefits for the country.
We have transitioned from an agricultural economy to a service-based one, with tourism playing a role. Importantly, we navigated this shift without creating a crisis. At one point in my career, I was the government's Chief Economist, placing me at the center of this transition. So I was right in the middle of it and saw it happen.
Having worked in three different countries. I've had varied experiences. So, now, I understand other perspectives, different markets, and different product types, and I can bring that blend right into a solution for the country's benefit.
Throughout my career, I’ve had successes. Over eight years, I significantly increased visitor arrivals. In Tobago, I reversed seven years of decline and achieved as much as 22% growth. So that’s my history and intent for Saint Lucia.
Q: What trends are you seeing in Saint Lucia?
LL: We’ve discovered that 10% more of our visitors are women, translating to more female travellers than men annually. This speaks to the island’s appeal for solo and group female travellers, particularly in wellness tourism. Women choose Saint Lucia because it offers adventure and relaxation. From sulfur springs to soft adventure activities, the island caters perfectly to those looking for self-care and exploration.
Q: What has been your experience in Canada so far?
LL: I’ve gained a new appreciation for warm weather! At first, I thought temperatures below 60°F were just decorations on a thermometer, but I’ve learned otherwise. It’s a reminder of the human spirit’s adaptability—but if you need a break from the cold, Saint Lucia is always ready to welcome you!
*This interview has been condensed for clarity.
Saint Lucia Tourism Authority (Photo Credit: Saint Lucia Tourism Authority)
The SLTA visited Canada from February 17-23 which included:
- Meetings with Air Canada and WestJet to discuss continued and future air service to Saint Lucia.
- A cocktail reception in partnership with the Consulate General of Saint Lucia in Toronto, celebrating the 46th independence anniversary and announcing the 2025 Saint Lucia Jazz & Arts Festival lineup
- Illumination of landmarks such as Niagara Falls and Brampton Clock in the colours of the Saint Lucian flag.
- A flag-raising ceremony at Toronto City Hall to honour of its independence.
- A takeover of the Toronto Raptors game as the presenting sponsor, including a halftime performance by Motto and Ricky T. Saint Lucia proudly supported Chris Boucher of the Toronto Raptors. "From the streets of Castries to communities across the island, fans rally behind their hometown star, celebrating his journey from Saint Lucia to the NBA."
"The Canadian market remains essential to Saint Lucia’s tourism industry, driving visitor arrivals and economic growth. Investments in partnerships, targeted marketing, and enhanced airlift with carriers like Air Canada and WestJet continue to improve our accessibility.
“We are committed to strengthening ties with the Canadian travel trade and ensuring Saint Lucia remains a top destination for Canadian travellers year-round," said Lewis.
Topics From This Article to Explore
