Saint Lucia is heavily committed to a focus on community tourism. Can you explain more?
The community tourism initiative brings to market a number of unique, competitive experiences. Everything launched has proper insurance, training standards, is bookable and offers good value. But more importantly, it’s part of a bigger philosophy: inviting nationals to be participants in tourism development rather than spectators.
Since the cost of entering the industry at a higher level is often prohibitive, this initiative allows locals to start at the entry point- sites, attractions, activities – and then build toward bigger ventures like accommodation or restaurants. Even within community tourism, accommodation is capped at 10 rooms, so it’s a kind of introduction to hospitality.
The model also disperses opportunities across the island, helping locals earn livelihoods in their own communities instead of everything clustering around the capital. So it’s about competitiveness, spreading economic activity, resident participation, and enhancing the destination’s appeal.
This initiative helps Saint Lucians themselves develop authentic, grassroots experiences, whether that’s exploring sea moss farms in Micoud, artisan craft tours in Choiseul, ATV and cultural immersion in Dennery, or homestays that allow visitors to connect directly with local communities.
These experiences are unique to Saint Lucia and cannot be found anywhere else in the world.
How does this tie in with the trend of visitors wanting to give back, get involved with local activities, and spend with smaller operators rather than big brands?
It’s directly connected. Before launching this initiative, we noticed a growing segment of visitors staying in non-traditional accommodations like Airbnbs and private rentals. In fact, that sector now attracts more guests than the three Sandals resorts combined: about 40,000 visitors annually.
That’s huge, and it has to be part of our marketing. These travellers focus more on experiences and activities than just where they stay. By making community tourism our signature offering, we’re capturing that demand and giving it structure.
Today’s travellers are looking for more than just sun, sea, and sand. They want unique, immersive experiences and our island is perfectly positioned to deliver.
The government has embraced this by establishing a dedicated agency to develop fresh, authentic experiences rooted in our history, heritage, and culture.
For example, our flower festivals, dating back more than 200 years, are a vibrant cultural expression born out of resilience. Rival groups—La Rose (celebrated on August 30) and La Marguerite (celebrated on October 17)—honour their patron saints through music, dance, elaborate costumes, and spirited competition.
What began as a form of resistance to colonial structures is today a joyful showcase of artistry, creativity, and cultural pride that visitors are increasingly drawn to experience firsthand.
Sustainability has become such a buzzword. How is Saint Lucia differentiating itself and what makes your approach unique?
For us, sustainability is more than a trend; it’s survival. As an island, we’re vulnerable to climate change: coastal erosion, water scarcity, hurricanes, and more. So we’re embedding resilience into tourism development.
That means clean energy through solar and wind, reusing and repurposing resources to save costs, and creating systems that are both practical and attractive. It’s cost-effective, wise, and essential for our future.
As a small island vulnerable to climate change, we are committed to becoming the Green Heart of the Caribbean. From rainwater harvesting to the use of indigenous materials, our hotels are pioneering eco-friendly practices, and the destination as a whole is determined to minimise its environmental footprint while preserving the natural beauty that defines us.
Other destinations are running campaigns to offset the impacts of tourism and protect residents. Do you have similar plans?
We’re very mindful of over-tourism, depletion of resources and protecting communities. Sustainability isn’t just a nice-to-have for us, it’s the only sensible way forward.
Our wider strategy is not just about visitor arrivals, but about increasing on-island spend and ensuring that local communities benefit directly from tourism.
In fact, 2024 was a record-breaking year for us, with 24% growth overall. In the past three months, we achieved 14% growth despite being down 500 rooms compared to the past. That level of performance has become our new baseline.
How are you building on Saint Lucia’s wellness credentials?
St Lucia is already known for romance, but wellness is becoming equally important. New properties are focusing on detoxification, plant-based living, and nature immersion, alongside long-established leaders like The BodyHoliday.
Post-COVID, travellers are much more focused on personal health, so we’re aligning with that trend. Community experiences—farm-to-table dining, cooking with locals, living like a Saint Lucian—all tie directly into wellness, too.
Turning to the UK market, which is so important for you, what are your plans to grow it further?
The UK is our second largest market, but in terms of economic benefit, it’s even more valuable. On average, UK travellers stay 13 days, compared with six or seven from other markets. So one UK visitor is worth about 1.5 others.
They’re also adventurous, preferring to explore outside their accommodation. That means more transport, dining, and recreation spend; benefits that reach communities. Our focus now is on offering unique experiences that can’t be found anywhere else, building on the destination’s long-standing appeal.
We have around 1,000 new rooms coming online within the next 18 months, increasing our room stock by 25% and giving us the capacity to grow further.
Demand for the island is at an all-time high. Hotel occupancy and airline load factors are consistently in the upper 80s, and at times it’s hard to even get a seat on a flight. But we cannot afford to take our foot off the accelerator.
To maintain momentum, we must keep adapting and sharing the story of Saint Lucia.
And what about UK agents—what role will they play?
Agents will play a big role: nothing beats experiencing these new products firsthand, and St Lucia’s tourism offering is evolving rapidly. We want them to see it themselves so they can sell it authentically.
As an example, AI can create itineraries, but it can’t replace real experiences or the human support agents provide when things go wrong.
In long-haul markets especially, travellers still want the reassurance of an agent. They may research online, but when it comes to booking and handling complexities, they turn to professionals. That won’t change.
