The campaign, called Summer Saint Lucia Style, targets the destination’s key international and regional tourism markets through various initiatives, such as social media, digital marketing, e-blasts and video content.

A trade promotion is also running on Saint Lucia’s Facebook page to win a place on one of the upcoming fam trips along with other prizes for bookings made during the summer campaign.

Lorine Charles St-Jules, SLTA chief, said despite the Caribbean being seen as a winter sun destination by some, demand has grown for year-round visits to Saint Lucia.

"So we wanted to make sure that travellers were aware just how special a summer holiday here can be and that there are some enticing deals to be had," St-Jules added. "We have the perfect setting for summer with our stunning scenery, adventurous experiences and unique accommodation."

Summer Saint Lucia Style will run from 18 May to 30 September. In April, visitor numbers to the island from the UK were 14% higher than in 2019, at 7,527.