Speaking at a gathering of travel agents, tour operators, and tourism stakeholders, Lewis revealed record-breaking statistics and outlined a bold strategy for continued success.
“2024, which could not have happened without your assistance, has been our best year so far. It’s a new milestone,” Lewis proudly announced.
Saint Lucia recorded over 435,000 stay-over arrivals in 2024, marking a 14% increase over the previous year. The island also welcomed an additional 108,000 cruise passengers, bringing cruise arrivals to a figure nearly 60% of the island’s population. Notably, 73% of cruise visitors disembarked and engaged in on-island activities, a high participation rate that directly benefits local businesses.
Lewis credited the tourism sector’s success to the hard work of industry partners, 35 of whom were formally recognised at the event for their contributions.
Looking ahead, the SLTA is turning its focus to sustainability, digital innovation, and improved accessibility. Lewis said the Authority plans to strengthen Saint Lucia’s appeal by protecting the island’s natural and cultural assets while integrating artificial intelligence (AI) to enhance global marketing efforts.
“When I say artificial intelligence, I don’t mean artificial experiences. We’re going to present authentic representations of Saint Lucian life, culture, and adventure.”
Additionally, the Authority is investing in ELEC (Electronic Location and Entry Convenience) systems to streamline visitor access and improve the overall travel experience.
With 2024 setting a new benchmark for the island’s tourism industry, Lewis acknowledged the pressure to surpass those gains in 2025 and beyond. However, he expressed confidence that Saint Lucia’s stakeholders are up to the task.
“We just want to see this trend continue…and we cannot go without recognising your efforts in taking us to the point that we are at.”
Saint Lucia’s tourism trajectory remains firmly upward, as the SLTA aims to build a globally competitive, sustainably anchored, and digitally enabled tourism destination.