Saint Lucia has set a new benchmark in Caribbean tourism, achieving its best-ever performance in 2024 with a 14% increase in visitor arrivals, according to Dexter Percil, Director of Global Marketing at the Saint Lucia Tourism Authority (SLTA). Speaking at the Caribbean Travel Marketplace, Percil shared updates on the island’s success and ambitious plans for the remainder of the year.
“This past year has been phenomenal for Saint Lucia. We’ve seen double-digit growth and a significant uptick in festival attendance, which underscores that our marketing strategy is working,” Percil disclosed during an interview at the bustling Saint Lucia pavilion.
One of the standout highlights was the 2024 Saint Lucia Jazz & Arts Festival, which recorded a more than 30% rise in attendance compared to the previous year. Percil emphasized the importance of this achievement, noting that it reflects the island’s growing appeal and the success of its data-driven approach to festival marketing.
The SLTA continues to focus on aligning its tourism offerings with consumer expectations while maintaining sustainability at the heart of its messaging. “Whether it’s romance, adventure, or just enjoying the sea and sun, we ensure that every product we promote leaves a lasting memory,” Percil explained.
Looking ahead, the Authority has launched its “Summer Saint Lucia Style” campaign across all media platforms. This will lead into the much-anticipated Saint Lucia Carnival in July, which Percil described as “the number one Carnival season in the region.”
Following Carnival, the island will celebrate Creole Heritage Month in October—a month-long showcase of Saint Lucia’s culinary traditions, culture, and authentic experiences. The year will wrap up with the Atlantic Rally for Cruisers in December, now in its 36th year, culminating at the Rodney Bay Marina.
Marketplace 2025 has proven to be a valuable platform for Saint Lucia, with several accommodation and tourism partners joining the delegation to promote the island’s diverse offerings. “This kind of presence is vital,” Percil said. “It shows our collective strength and the depth of what Saint Lucia brings to the table.”
A key strategic move this year has been a new partnership with Sunrise Airways, enhancing regional connectivity and reinforcing the island’s commitment to fostering intra-Caribbean travel. Percil added that SLTA will continue roadshows in Canada and North America, while also expanding efforts in Europe and the wider Caribbean.
“We’re promoting unique experiences like the Gros Islet Street Party, one of the longest-running weekly street parties in the world,” he noted. “It’s perfect for a quick Thursday-to-Sunday getaway for our Caribbean neighbours.”
As Saint Lucia charts an upward trajectory, Tourism Authority officials say they remain committed to innovation, partnership, and authentic storytelling to keep the island top of mind in an increasingly competitive global travel landscape.
