With travel demand surging, airline load factors up, hotel occupancy strong, and international brand recognition rising, the island’s tourism momentum is not simply holding; it is accelerating.
Chief Executive Officer of the Saint Lucia Tourism Authority (SLTA), Louis Lewis, says the delegation has already seen remarkably strong interest from travel partners eager to expand business with Saint Lucia.
“We have received very positive feedback,” Lewis told the media at the event. “Saint Lucia is trending strongly, and that mirrors what we are seeing back home: strong airline load factors and strong hotel occupancy. This year, we are focused on building partnerships that keep Saint Lucia top-of-mind and continue to drive business to the destination.”
Lewis highlighted that the SLTA’s strategy over the past two years has been to refresh and diversify the product, ensuring the island remains competitive in a crowded global market. Last year’s focus on community tourism offered new experiences, placing local culture and village-based tourism products at the forefront.
This year, the spotlight has shifted to one of Saint Lucia’s most powerful cultural exports: the Saint Lucia Jazz & Arts Festival.
“We have themed our entire presentation around the Jazz and Arts Festival as a unique travel opportunity,” Lewis explained. “The feedback has been overwhelmingly positive. People recognize that the Festival is now part of our global brand identity.”
In a strategic move that reconnects with long-standing tourism marketing tradition, Saint Lucia will once again announce elements of its Jazz & Arts Festival lineup at the World Travel Market. Lewis says the return to this format has been deliberate and impactful.
“More than 10 years ago, it was tradition to reveal the lineup at WTM. We are going back to that,” he said. “It creates anticipation, strengthens market engagement, and positions the Festival as a key reason to travel.”
Lewis emphasized that the significance of the Jazz & Arts Festival extends far beyond visitor arrivals. The festival serves as a platform for Saint Lucian musicians, artisans, designers, and creative professionals to showcase their talent before global audiences.
“This does tremendous work in deepening the benefits of tourism,” he noted. “It supports cultural expression, empowers creatives, and spreads economic impact into wider communities.”
Saint Lucia’s presence at WTM this year has been characterized by high-energy engagement, strategic branding, and a clear message:
Saint Lucia is not just a destination, it is an experience, a rhythm, a cultural pulse that continues to captivate the world.
With global market interest rising and signature cultural tourism products driving demand, the island is positioning itself not only to maintain growth, but to lead.