Saint Lucia’s premier cultural celebration, Lucian Carnival, has made history this year, breaking tourism records and cementing its status as a regional and global spectacle. According to Geraine Georges, Public Relations Manager at the Saint Lucia Tourism Authority (SLTA), preliminary data shows that approximately 24,500 visitors arrived during the carnival period, a staggering 36% increase from last year’s estimated 18,000.
“This is more than just a number. It’s a reflection of a working formula that blends our rich cultural heritage with innovative marketing, celebrity appeal, and strategic regional and international partnerships,” said Georges.
The surge in arrivals, according to Georges, is being credited, in large part, to the increased involvement of international celebrities and influencers. The SLTA’s deliberate strategy to leverage global talent is paying off.
Among the notable personalities hosted this year were:
Makeup Sheila (Shila Michel), a Caribbean beauty influencer with over 3 million followers, Tyr Edwards, Canadian television host from CTV’s etalk, making his Lucian Carnival debut, A 13-member UK media team who ensured deep coverage of Saint Lucia’s cultural offerings, including Panorama and Calypso, Influencers and journalists from Guadeloupe, Martinique, Trinidad, and Jamaica.
“We’re seeing a bigger appetite not just for the party, but for the culture, for the steelpan, for Kaiso, for our heritage. That’s powerful,” Georges added.
Strategic Flight Expansions and Tourism Campaigns
Saint Lucia’s connectivity also played a critical role. With additional daily flights from Miami and New York, access to the island improved at a crucial time.
Travel Saint Lucia partnered with popular content creators Chloe B and Gwen Jama for a Carnival giveaway campaign, which saw record-breaking engagement. The giveaway post garnered 14,000 shares, nearly 1,000 likes, and over 26,000 comments, driving significant international attention to the event.
Lucian Carnival 2025 also welcomed cultural delegations from across the Caribbean and beyond. Newcomers like Dominica brought vibrant showcases, while French territories, Martinique and Guadeloupe, had increased participation, particularly in the form of masqueraders and cultural performances.
More notably, visitors hailed from as far afield as the United Arab Emirates, Switzerland, the Netherlands, and Spain. One viral moment featured a Dutch tourist from Amsterdam singing along to Dennery Segment hits, capturing the cross-cultural appeal of the festival.
While final figures are pending, Georges emphasized that this record-breaking influx is a major win for Saint Lucia’s economy, particularly for the hospitality, transportation, entertainment, and retail sectors.
“We’re not just celebrating tourism numbers, we’re celebrating the impact on small businesses, on artisans, on musicians, and on the communities that keep Carnival alive,” she said.
Lucian Carnival’s rising prominence is also expected to boost interest in the island’s upcoming Creole Heritage Month and Jounen Kwéyòl celebrations. Georges noted that past carnival guests, such as Lance Gross and his wife, are already expressing plans to return.
As the SLTA prepares to release its final verified figures from the ED card and border control data systems, one thing is clear: Lucian Carnival 2025 has set a new benchmark. The blend of culture, connectivity, and creative marketing has not only elevated the festival, but also Saint Lucia’s brand on the global stage.
“We’re putting Saint Lucia on the map in a big way,” said Georges. “And we’re just getting started.”
