Saint Lucia welcomed 50,000 visitors from the UK in the first seven months of 2022, just shy of the 51,000 it attracted during the same period in 2019. 

Lorine Charles-St Jules, chief executive of The Saint Lucia Tourism Authority (SLTA), added that UK arrivals for March, April and July 2022 had surpassed the figures from the same months in 2019. The UK is the island’s second biggest market, behind the USA. 

Speaking to TTG at a Saint Lucia media showcase in London, Charles-St Jules said she was “cautiously optimistic” for 2023. “The first quarter looks really good, and we are anticipating an even bigger year [than 2022],” she added. 

Charles-St Jules said the total number of visitors from all tourism markets between January and July was 210,000. This represents 81% of the 262,000 visitors the destination received during the same period in 2019.  

She said restaurants across the island, including those in hotels and resorts, also reported their best-ever July this year. “I’m really proud of our culinary sector, which is on a full rebound, and our restaurants and hotels provide exceptional culinary delights.”

Investment and innovation

Charles-St Jules said agents were “incredibly important” for Saint Lucia. She added: “We’re a solid destination, we’ve invested in our product and we’re in business together with travel agents. If we grow, they grow, and we want to reinforce our partnerships with the trade. Tourism is our business, and it’s what Saint Lucia depends on.”

The destination is hosting three fam trips this autumn, focused on diving, romance and luxury, each for 10 to 15 agents, with additional trips planned for 2023. 

Charles-St Jules also stressed the “continued investment” in the island with renovation and refurbishment works under way at properties including at Cap Maison Resort & Spa, Coconut Bay Beach Resort & Spa and Windjammer Landing Villa Beach Resort. Newcomers include AMResorts’ Secrets Saint Lucia Resort & Spa, which is slated to open in 2023. 

In September, the island dropped all Covid-related pre-travel requirements for visitors and Charles-St Jules said the SLTA had spent the last three years “building, auditing and augmenting what we do”. 

A bar crawl initiative is due to launch, which will be promoted through DMCs to encourage visitors to explore bars across the island. “We’re encouraging people to step out for a few hours and experience the culture of Saint Lucia,” Charles-St Jules explained. Next year the Saint Lucia Jazz and Arts Festival will return, from 5-11 May. 

The Collection de Pepites scheme launched this April, promoting more than 400 smaller properties, which all offer between 10% and 15% commission to the trade. 

The island also hosted its carnival from 10-20 July, attracting 10,000 visitors. “It was the largest number of revellers ever, so if you’re interested in carnivals or festivities, come to Saint Lucia,” Charles-St Jules added.