The Saint Lucia Tourism Authority (SLTA) has highlighted two key initiatives that further support and reward UK agents selling the Caribbean destination.
Its online training programme, Saint Lucia Expert (SLEx), has been refreshed and is now housed on a new platform that features more incentives.
Also, the SLTA has celebrated the achievements of its top-performing travel agents and tour operators from around the world at the 6th Annual Global Piton Awards, which was held in Saint Lucia last week.
SLEx, which features marketing and sales collateral, factsheets, maps and images, has been expanded with new content and resources.
It consists of a series of modules covering everything from the history and culture of Saint Lucia to accommodation options by holiday type.
Once completed, agents are recognised as a certified Saint Lucia Expert and are eligible to attend one of the SLTA’s fam trips.
New cash incentives are on offer to agents who log their Saint Lucia bookings, through a reward scheme run in association with My Booking Rewards. If the booking is made with a hotel that is also a platform partner, it triggers a second reward from that hotel.
Over 400 agents have so far registered on the new platform.
SLTA UK and Europe, Director, Patricia Charlery-Leon said: “We have relaunched our training portal and fine-tuned our content and processes so that we can attract more agents and make sure that our existing partners are rewarded for their efforts.
“We look forward to the rest of the year as we pick up momentum to take us through summer, a key time for our family holidaymakers.”
Agents can sign up at saintluciaexpertrewards.com
Global Piton Awards programme
The Global Piton Awards programme is the destination’s premier travel trade recognition initiative, honouring travel professionals whose dedication, expertise and passion for selling Saint Lucia have contributed significantly to the island’s tourism success.
This year’s awards, held on June 15, recognised 34 travel advisers – from the UK, Canada, the U.S. and the Caribbean – who generated the highest number of room nights for the destination during the 2025 calendar year.
The 10 UK “winners” – a mix of five travel agents and five tour operator res staff – were: Trish Hockin, Tropic Breeze; Sally Ward, Not Just Travel; Sarah Soanes, TUI; Rebecca Cueto, La Vida Travel; Jo Plummer, Tropic Breeze; Polly Gould, Caribbean Inspired; Prin Comrie, Audley Travel; Stavroula Brace, Kenwood Travel; Lianne Peters, Luxury Deals 4 and Claudia Centanni, Kenwood Travel.
Added Charlery-Leon: “We are committed to recognising the best of the best through our Global Pitons Awards; agents and advisers are the most influential advocates.
“We will continue to invest in our relationships with the travel trade. Their passion, professionalism and belief in our destination have helped position Saint Lucia as one of the Caribbean’s leading tourism destinations, and for that we are most grateful.”
Saint Lucia recently announced a new multi-year global partnership with last season’s Premier League winners, Arsenal.
