Toronto — Saint Lucia is turning up the heat for Canadian travellers, with new airlift, exciting hotel openings and a bold commitment to sustainable tourism.
At yesterday’s Toronto Life Magazine annual garden party at Evergreen Brick Works, sponsored by the Saint Lucia Tourism Authority (SLTA), Geraine Georges, SLTA’s PR Manager, delivered a clear message to the trade: the island is ready to welcome more Canadians than ever.
“Canada is a very important market, and all efforts are now geared to see how we can entice and encourage more Canadians to visit Saint Lucia, and how we can best work with the trade to make that happen,” said Georges.
One of the biggest wins for the upcoming season is WestJet’s expanded winter schedule. Starting in October, the carrier will offer three weekly flights to Saint Lucia, a boost that Georges says the island is ready to embrace. “We’re looking forward to that additional service,” she said.
SUSTAINABILITY AT THE HEART
Saint Lucia is putting sustainability front and centre, ensuring its world-famous festivals embrace a green ethos while also benefitting local communities. Through its unique Community Tourism Agency – the only one of its kind in the Caribbean – St. Lucian nationals are given opportunities to “own, earn and profit from tourism.” That means encouraging visitors to venture beyond their resorts and experience the island’s food, culture and adventure.
ROMANCE & ADVENTURE
St. Lucia continues to market itself as both a romance and adventure destination, often being proclaimed World’s Leading Honeymoon Destination, alongside its reputation as an adventure hotspot. For couples and other visitors, that could mean hiking the Pitons, kayaking, taking a sunset cruise or touring the island’s waterfalls, mud baths and historic sites.
HOTELS MAKING WAVES
June marked the debut of Secrets Saint Lucia Resort & Spa, the brand’s first property in the destination, adding 353 new rooms. Next up is the September arrival of Turkish wellness brand TheLifeCo, which will expand to include family offerings and a 2,000-person conference centre, opening the door to more MICE opportunities.
ARRIVALS ON THE RISE
Year-to-date arrivals are up 3% over 2024, with Canada historically contributing around 35,000 visitors annually. “We’re still building back from the pandemic,” Georges said, “but we’re optimistic about surpassing recent numbers.”
EVENTS THAT KEEP TRAVELLERS COMING BACK
Upcoming events will keep the calendar lively, from October’s Creole Heritage Month to the 34th annual Saint Lucia Jazz & Arts Festival in May – nominated for Music Event of the Year by the Caribbean Music Awards. Carnival, which wrapped in July, saw growth in visitor arrivals, and St. Lucia is gearing up for its international carnival launch in Miami this October.
TRAINING & INCENTIVES
For Canadian travel advisors, Georges recommends joining the Saint Lucia Expert (SLEX) program, which offers training, sales incentives and the chance to win a trip to the island for the annual Global Piton Awards.
“Saint Lucia is a go-to destination,” Georges said. “Whether for business, adventure, romance or wellness, we’re the green heart of the Caribbean – and now is the time to book and recommend us to your clients.”
For more information about Saint Lucia, go to https://www.stlucia.org/en/.
