Membership is free to anyone who was born in Saint Lucia or whose parents or grandparents were born there.
The SLTA said that for a small island with a population of around 180,000, Saint Lucia has a “significant” number of nationals living across Europe and North America.
The new campaign has a dedicated hub on the SLTA website and Facebook page featuring island news, updates, special offers and discounts for accommodation and activities in Saint Lucia.
Lorine Charles-St Jules, chief executive of the SLTA, said Saint Lucians living overseas “play such an important part” in both promoting the destination and spreading its culture and bringing their knowledge and investment back to the island.
“Wherever Saint Lucian diaspora live around the world, we want to help them strengthen their bond with their ancestral home,” she said.
