Tourism to Saint Lucia is in robust health with visitor numbers matching pre-Covid levels and a slew of hotel developments, renovations and new tourism experiences set to further boost interest in the island, guests at a media lunch last week heard.
The event was part of the Saint Lucia Tourism Authority’s (SLTA) 12th annual Showcase, a week-long initiative that saw an island delegation led by Minister for Tourism, Investment, Creative Industries, Culture and Information, Dr Ernest Hilaire, meet with more than 300 UK travel industry specialists and media.
A series of networking meetings and events took place covering Saint Lucia’s news, tourism developments and new information on accommodation and excursions.
Key elements included an ‘Appreciation Dinner’ for senior UK travel executives, agent training and a first-ever consumer event in London featuring Saint Lucian music, food, performances and workshops.
The latest figures indicate that visitor numbers to Saint Lucia are up on 2023 so far this year to date, by 17% (as of July) and the island recorded more than 274,000 stay-over visitors in the first seven months of the year.
The number of UK visitors increased by 17% over the same period, and UK holidaymakers lead the way in terms of duration of stay average at 12 nights per visit.
Island events boosting tourism this year have included hosting of ICC World Cup Cricket matches, the Jazz & Arts Festival and Lucian Carnival, three weeks of music, costumes, and celebrations.
Commending the part played by the UK trade, Hilaire said: “We have a lot of committed and dedicated partners here (UK) who go above and beyond and work hard to help us make sure Saint Lucia’s tourism sector performs.”
He added: “There’s something special about our island; how we treat visitors with warmth and respect – and it is that hospitality and welcoming nature that sees us receive so many repeat visitors.”
Among the major announcements last week was the unveiling of a new Tourism Development Act, legislation designed to encourage more sustainable tourism through greater participation and ownership by Saint Lucians.
Quality standards and incentives for local accommodation owners and operators will see more experiences on offer for visitors, said Hilaire.
“We have made a very clear statement that we will be an island that puts an emphasis on sustainability. We are putting a focus on the environment and the use of clean energy to protect our physical surroundings for future generations. This is critical for a small island,” he said.
Hotel development continue apace with Saint Lucia set to welcome just over 2,000 rooms by 2025.
The tourism minister said interest from the large hotel chains was a “sea change” for the island as most current hotel stock is provided by independent brands.
Major developments include the opening of the new Secrets St. Lucia Resort & Spa in February 2025, Hyatt’s Cas en Bas Beach Resort, currently under construction and expected to open by April 2025, and a new Courtyard Marriott, earmarked to open in December 2025.
LifeCo, a new Wellness Resort in the north of the island, broke ground earlier this year.
The 523-room wellness-oriented resort will feature over-the-sea bungalows, villas, specialised clinical services, and a wedding chapel. A soft opening is expected in March of 2025.
Several island properties popular with UK guests are currently upgrading, renovating or enhancing their product. Among these are locally owned and operated Bay Gardens Resorts, which will “introduce a new wave of luxury” with Sapphire Sands Villas by Bay Gardens, a bespoke collection of beachfront luxury villas with 24/7 butler service.
East Winds is improving its boutique resort offering as it embarks on a three-year refurbishment project. The first phase, that will see upgrades to 26 Superior and Deluxe rooms which are set in traditional style cottages dotted throughout the gardens, will be completed by October 1, 2024.
All-Inclusive Coconut Bay Beach Resort & Spa is renovating all its guest rooms, with 25% of the inventory set to be completed by November 2024, with the rest of the two-year project completed by the end of 2025. Coconut Bay has also introduced 11 new beach cabanas featuring Concierge Service, a cooler stocked with beer, wine and soft drinks, and lunch delivery (available for a supplemental fee).
Windjammer Landing has unveiled an enhanced culinary programme as part of its ongoing investment plan. New restaurants include ‘Masala at Embers,’ serving up authentic Indian cuisine.
A new experience is bamboo rafting on the Roseau River, one of the island’s longest waterways. After a gentle float through rainforest and mangroves, the excursion ends with a lunch that includes fresh fish, creole bread and coconut water.
The island also has a new 18-hole golf course, which officially opened last December and is already one of the premier golfing destinations in the Caribbean. Cabot Saint Lucia is located on scenic Point Hardy, a 375-acre peninsula at the northern tip of the island.
Saint Lucia has some of the best air access out of the UK of any Caribbean destination. British Airways operates daily, direct flights from London Gatwick whilst the weekly TUI flight (also from Gatwick) departs every Tuesday.
Virgin Atlantic will return to Saint Lucia this winter, flying out of London Heathrow from October 28, 2024. From this date until November 28, flights are on Mondays and Thursdays with a quick stop in Barbados. From December 1, direct flights will operate on Wednesdays, Fridays and Sundays.
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