Saint Lucia is showcasing its tourism product on the global stage this week as the island participates in ITB Berlin in Germany, widely regarded as the world’s leading travel trade show.
Minister for Tourism, Investment, Creative Industries, Culture and Information Dr. Ernest Hilaire said Saint Lucia’s presence at the prestigious event is aimed at promoting the island to international travel partners, media and tourism stakeholders.
This year’s staging marks the 60th anniversary of ITB Berlin, bringing together thousands of tourism professionals, travel companies and media representatives from around the world.
According to Dr. Hilaire, the opening day of activities on Monday, March 2, designated as media day, generated strong interest in Saint Lucia’s tourism offerings. “The interest shown in Saint Lucia was astounding,” the Minister noted.
As part of the island’s promotional efforts, Dr. Hilaire hosted a special dinner engagement for international media representatives, tour operators and hotel partners attending the trade show. The event also highlighted the support of Cox and Company Ltd, one of Saint Lucia’s leading travel agencies, which is celebrating its 100th anniversary this year. “Participation of key industry stakeholders is critical in strengthening the island’s relationships with global tourism partners,” Hilaire said.
Head of Global Marketing at the Saint Lucia Tourism Authority (SLTA), Dexter Percil, said the island’s participation at ITB Berlin plays an important role in strengthening Saint Lucia’s visibility in key international markets. “ITB gives us the opportunity to engage directly with global travel partners, airlines, tour operators and media who influence travel decisions,” Percil explained. “For Saint Lucia, it is about reinforcing our brand, building stronger relationships and ensuring the island remains top of mind for travellers seeking authentic Caribbean experiences.”
During the trade show, Percil also delivered presentations to members of the international media, highlighting Saint Lucia’s unique tourism offerings and positioning the island as a highly desirable destination.
As part of the week’s activities, the Saint Lucia Tourism Authority hosted an exclusive dinner event at the NOMI Wine Bar ahead of the official opening of the fair. The gathering brought together a select group of media representatives, tour operators, airline partners and members of the SLTA delegation for networking and market engagement.
Guests received updates on the latest developments within Saint Lucia’s tourism sector while enjoying a curated selection of dishes, fine wines and authentic Saint Lucian rum. The evening was designed to create a relaxed environment for strengthening partnerships and fostering new connections within the global travel industry.
Activities continued on Tuesday, March 3, as the Saint Lucia delegation hosted several international media outlets and held meetings with tour operators, airlines, travel agencies and influencers.
The delegation also planned a “Saint Lucia Happy Hour” event, giving partners and visitors a taste of the island’s culture and hospitality.
Participation in ITB Berlin forms part of the Saint Lucia Tourism Authority’s broader strategy to strengthen destination marketing, expand international partnerships and increase visitor arrivals.
As global tourism continues its recovery, events such as ITB Berlin provide an important platform for Saint Lucia to maintain its visibility and strengthen its standing as a premier Caribbean destination.
