Chief Executive Officer of the Saint Lucia Tourism Authority (SLTA), Louis Lewis, on Tuesday delivered opening remarks at the Global Piton Awards, recognizing the top-performing travel advisors and tour operators from Canada, the United States, the Caribbean and Europe who have contributed significantly to the growth of the island’s tourism industry.
According to Lewis, 2024 has been Saint Lucia’s best year on record for tourism performance, stating:
“2024, which could not happen without your assistance, has been our best year so far. It’s a new milestone. And it’s also the year that keeps me awake at night because how do we do better than this?”
He revealed that stay-over arrivals exceeded 435,000 in 2023, representing a 14% year-over-year increase. Additionally, cruise passenger arrivals increased by 108,000, which he noted is equivalent to nearly 60% of the island’s population. He also reported a disembarkation rate of 73% among cruise passengers.
Lewis said that 35 travel advisors and tour operators were in attendance at the awards, which recognize individual efforts in selling Saint Lucia as a destination.
He noted that the U.S. market is currently Saint Lucia’s fastest-growing, contributing nearly 60% of total arrivals. “We really love the U.S. visitors,” he said, also acknowledging strong representation from the Canadian delegation.
During his address, Lewis emphasized the economic contribution of tourism to the island, stating, “Every visitor contributes towards the economic development of Saint Lucia. This is the lifeblood of Saint Lucia.”
He also provided insight into the SLTA’s forward strategy. Priorities include:
Investment in sustainability, to protect the island’s natural and cultural assets,
Use of artificial intelligence and technology to create authentic marketing content
Improvements to airlift and accessibility
Expansion of wellness tourism offerings by 2027–2029
Strengthening the island’s gastronomy and street food culture
Lewis identified the Saint Lucia Jazz and Arts Festival, now in its 33rd year, as a major event on the island’s cultural calendar. He said the festival has been nominated for Best Event of 2024 by the Caribbean Music Awards.
He also highlighted the SLTA’s sports tourism initiatives, including partnerships with the Toronto Raptors in Canada and a renewed second-year collaboration with the New York Yankees.
“We had at least exposed Saint Lucia to 1.5 million people. For an island like ours, where we are comfortable with about 500,000, getting to 1.5 million is a significant milestone,” Lewis stated.
Looking ahead, Lewis said the SLTA aims to strengthen partnerships with international agents and focus more deliberately on the Meetings, Incentives, Conferences and Exhibitions (MICE) market.
He confirmed that Saint Lucia will host the World Travel Awards for the Caribbean and the Americas later this year, adding, “That’s going to give us a little more of that sort of visibility that we’re looking for.”
The Global Piton Awards form part of the SLTA’s strategy to recognize and retain top-tier travel trade professionals who promote Saint Lucia in their respective markets.
