One of the most beautiful islands in the Caribbean. Engaging locals. And a welcome mat rolled out for travel advisors.
Senior representatives of the Saint Lucia Tourism Authority rolled into Toronto on 13JUN for a rooftop lunch to show off what’s great and new on the island, and Open Jaw was given a one-on-one interview with Tourism Minister (and Deputy Prime Minister) Dr. Ernest Hilaire and SLTA CEO Lorine Charles-St. Jules.
Charles-St. Jules said her organization has launched its annual travel agent incentive program, known as Saint Lucia Agent Months (SLAM). It runs from JUN to NOV and includes FAM trips, incentives and special rates on accommodation.
During a visit to Saint Lucia, agents will experience the island’s tastes, sights and sounds through diverse tours, land and sea excursions and authentic cuisine. They will also be able to explore the island’s award-winning hotels and resorts through planned site inspections.
Hilaire said Canada is the fourth largest source of visitors to Saint Lucia, which he said is the only country in the world named for a woman.
“We have long historical links, and Canada has been a strong supporter of our development programs.”
Hilaire said he wishes the Canadian commitment was as strong as it used to be, but understands there may be other, more pressing issues for Canada – and other countries – to deal with these days.
It took Canadians a while to get back to visiting after the pandemic officially ended, but he said APR, 2023 saw Canadian visitation hit 97 per cent of 2019 levels.
Hilaire said Air Canada has bumped it summer service from Toronto from one day a week to three, and will fly to the island daily from DEC to APR.
“We’ve never had that before,” he said.
WestJet has one flight per week now, but will go to three a week in winter.
Resorts will always be part of the package for an island that’s very popular for weddings, honeymoon and romantic getaways. But Hilaire said they’re trying to move to a more sustainable tourism model.
“Since COVID we’ve put a greater emphasis on promoting new, authentic experiences,” he said. “We want people to get out and mix with the locals, maybe go the rum bars and play dominoes or cards, argue about sports or politics, and have some local food and a local drink.”
(On a side note, Hilaire later told the lunch group to always ask your rum bar owner or server for a hit from the special bottle they keep under the counter. “You will enter a different realm of existence,” he said with a smile.)
Joining the “jump-up party” in Gros Islet on a Friday night or attending one of the island’s many festivals are great ways to mix with locals. Hilaire also said there are new experiences where visitors can make their own chocolate, new ATV tours for adrenaline junkies to try, and a new bamboo rafting experience through forests of mangroves.
Top festivals include The Saint Lucia Jazz Festival, Creole Heritage Month, The Festival of Lights, The Roots and Soul Festival and The Saint Lucia Food and Rum Festival.
Saint Lucia is home to tumbling waterfalls and beautiful rivers, and also offers world-class hiking, diving, birdwatching, bathing in sulphur springs, chocolate tours, and much more, Hilaire said.
As much as the island offers up remarkable activities, Hilaire said it all comes down to the people, who are naturally friendly and eager to show visitors a good time.
“We don’t teach anyone in Saint Lucia how to smile,” he said. “We don’t teach them to be nice.”
Hilaire said he understands why Canadians want to get away to his island in winter, but he said summer offers tremendous deals, with discounted hotels and experiences.
The new Cabot Saint Lucia golf course, a concept developed by the people behind Cabot Links and Cabot Cliffs in Nova Scotia, is set to open June 20 on a dramatic slice of rugged coastline on the north shore of the island. If the photos are any indication, it will become a world sensation in no time..
Charles- St. Jules said many Saint Lucia hotels took time during COVID to make major renovations. New properties include Sol Sanctum Hotel and Wellness Studio in Rodney Bay. There’s also a Zoetry in Marigot and a new Dreams coming to the south end of the island, near the international airport.
A spokeswoman for Windjammer Landing said they’re currently offering up to 50 per cent off rooms (through June 30), along with $250 in resort credits.
Serenity at Coconut Bay in Saint Lucia was recently the recipient of the 2023 TripAdvisor Travelers' Choice Best of the Best Award. The resort has been honoured as the #1 ranked Best of the Best Luxury Caribbean Hotel and the #3 ranked Best of the Best Top Hotel in the Caribbean.
Serenity at Coconut Bay provides an intimate and tranquil haven for couples seeking a memorable, unlimited all-inclusive escape. A team of dedicated butlers anticipate guests' needs with always un-intrusive pampering from the moment of arrival until departure.
