In a significant move to strengthen its presence in the European tourism market, the Saint Lucia Tourism Authority (SLTA) showcased its initiatives and offerings at ITB Berlin, the premier global travel trade show. Led by Dexter Percil and Patricia Charlery-Leon, and supported by German representatives Antje Rudhart and Petra Schildbach, the SLTA team dedicated March 4th to 6th to high-level discussions and strategic meetings.
The emphasis was on strengthening relationships within the DACH region (Germany, Austria, Switzerland) and broadening connections with other pivotal European markets. A key focus was the Caribbean Tourism Organization (CTO) meeting, which addressed vital issues such as the connectivity between Saint Lucia and the French Caribbean islands of Guadeloupe, Dominica, and Martinique.
In addition to trade negotiations, the SLTA amplified its media influence through engagements at the International Media Marketplace (IMM). The team conducted 24 targeted meetings with key media representatives and organized two additional press events. Participation in the Post&Toast blogger networking event further enhanced Saint Lucia’s visibility among European travel influencers.
The SLTA’s activities at ITB Berlin highlight its dedication to expanding Saint Lucia’s impact in Europe, utilizing ITB Berlin’s global platform to increase visibility, strengthen alliances, and enhance the island’s allure in a competitive tourism market.
