With the theme “Welcome to Our World; Welcome to Our Communities,” the showcase marked a new approach to the Saint Lucia Tourism Authority’s trade engagement bringing key tour operators, airlines and MICE buyers together from the UK, USA, Canada, Latin America and the Caribbean to experience the destination first-hand.

CEO of the Saint Lucia Tourism Authority (SLTA), Louis Lewis, challenged international travel partners to look beyond the familiar and explore the broader opportunities within the destination. “Saint Lucia International Showcase is about moving beyond simply showcasing the destination to creating tangible opportunities for growth. We have the destination, the people, the stories and the experiences; our responsibility now is to turn those assets into meaningful partnerships, new business and new reasons for travellers around the world to choose Saint Lucia.”

Showcase International comes as Saint Lucia continues to evolve its tourism offer with increasing emphasis on authentic, immersive and community-centred experiences. One new opening is Below Saint Lucia, an underwater sculpture park.

The Community Tourism Agency played a key role in the showcase, facilitating opportunities for delegates to experience the diverse offerings available within communities across the island. Over the course of showcase, attendees took part in business meetings, destination experiences, CSR initiatives and cultural engagements designed to deepen their understanding of Saint Lucia and identify new opportunities for partnership. UK tour operators included popular brands such as Best at Travel, BA Holidays, Kuoni and ITC.

The showcase also highlighted the continued performance and development of Saint Lucia’s tourism sector, as the government works to strengthen the destination’s competitiveness. Arrivals were up 6% to July (UK market up 4%). British Airways’ daily non-stop Gatwick–Saint Lucia service, adding 51,000 seats, launches on 25 October.