The Saint Lucia Tourism Authority (SLTA) has intensified efforts to strengthen its presence in the United Kingdom and Ireland, marking the 14th edition of the annual Saint Lucia Showcase UK with a renewed focus on community tourism, data-driven marketing, and deeper engagement with media and trade partners.
The 2025 Showcase began earlier this week with a media lunch in Dublin, Ireland, followed by a series of events in London, including a media luncheon and an elegant Appreciation Dinner on September 15 for senior executive travel trade partners.
The campaign highlights Saint Lucia’s growing emphasis on curated, personalized tourism experiences, in line with changing traveller demands for romance, adventure, wellness, and community-driven products.
“Travellers are asking for more curated and personalized experiences, and Saint Lucia is well-positioned to deliver on that demand,” said Dexter Percil, Head of Global Marketing at the SLTA. “Our strategy is rooted in real data and market segmentation, enabling us to connect directly with travellers based on their interests and expectations. This approach ensures that we remain competitive while showcasing what makes Saint Lucia unique.”
The UK Showcase also comes amid efforts to strengthen airlift and broaden Saint Lucia’s traveller base. Officials confirmed ongoing collaboration with airline partners to sustain and expand connectivity, particularly through London Heathrow and Gatwick. Despite the loss of some family-focused properties on island, Saint Lucia continues to position itself strongly in the romance and couples’ tourism segment while working to diversify its product offerings.
At the September 15 UK Appreciation Dinner, SLTA Chairman Thaddeus M. Antoine, CEO Louis Lewis, UK & Europe Director Patricia Charlery-Leon, and Dexter Percil were joined by Dahlia Guard, CEO of the Community Tourism Agency. The evening honored top-performing travel trade partners whose commitment has been instrumental in maintaining Saint Lucia’s position as a leading Caribbean destination.
“The UK remains one of our most important markets for visitor arrivals,” said Louis Lewis, CEO of the SLTA. “Strengthening our ties with UK partners is critical to sustaining and growing Saint Lucia’s tourism. Beyond the volume of arrivals, the UK market is especially valuable because travellers typically stay an average of 12 nights, delivering a strong contribution in bed nights to the island’s economy. The relationships we nurture here directly influence how many travellers choose Saint Lucia, and our focus is on ensuring those experiences are authentic, community-driven, and sustainable.”
Chairman Antoine highlighted the broader vision behind the Showcase stating, “The UK Appreciation Dinner, paired with strengthened airline ties, marked a pivotal moment in brand Saint Lucia’s strategy to deepen partnerships, elevate community tourism, and drive long-term growth in one of its largest European markets.”
The series of engagements also featured participation from Saint Lucian hotel partners including Jade Mountain, Coco Palm, Bay Gardens, Windjammer Landing, and Coconut Bay, who used the platform to highlight the island’s diverse accommodations and offer promotional giveaways to encourage media visits.
This year’s Showcase coincides with positive, though modest, signs in visitor arrival numbers. Tourism and Investment Minister Dr. Ernest Hilaire recently confirmed a 2% increase in arrivals for August 2025 compared to August 2024. Year-to-date figures remain 3% below last year’s record-breaking performance, but Hilaire emphasized that momentum is building as the island continues its strategic push in core source markets.
The SLTA said its ongoing initiatives in the UK and Ireland aim not only to drive visitor arrivals but also to highlight Saint Lucia’s evolving tourism identity, one that balances romance, adventure, wellness, and community experiences to meet the expectations of modern travellers.
