Saint Lucia Tourism Authority Puts More Focus on Community with New/Old CEO

He’s described as the newly appointed CEO of the Saint Lucia Tourism Authority (SLTA), which is accurate in itself, but doesn’t give the true picture.

It’s the fourth time Louis Lewis has been with the organization over a 30-year span. The MBA-holding economist first joined the group – then known as the Saint Lucia Tourist Board — as Head of Research in 1994. He signed up again as Assistant Director of Tourism, Research and Administration in 1999.

In February 2008, he commenced a nine-year run as Director of Tourism – the longest anyone has ever held the post. Since then, he helped create and run the Tobago Tourism Agency Ltd., until, late in 2024, Lewis was again hired as Chief Executive Officer of the Saint Lucia Tourism Authority. 

“When you’re around as long as I have been, things come back around,” he told Travel Market Report Canada during a meeting at The Library Bar in Toronto’s Royal York Hotel. Lewis is in Toronto to attend a series of events in celebration of the island destination’s 46 years of independence.

It’s not that unusual for an economist to hold a senior tourism promotion role. After all, the industry is a huge part of the economies of many places, especially in the Caribbean. While tourism may only directly account for about 20% of Saint Lucia’s GDP, that number soars to 70-80% when it comes to the linkages that drive the island nation’s economy.

“We found out the relevance of tourism during COVID,” Lewis said, “when tourism stopped and everything else took a nosedive.”

Things are much better now, and Lewis and SLTA Head of Marketing Dexter Percil arrived in Toronto just after the second major snow storm in 10 days, an occurrence that always sends Canadians to the phones to call their travel advisor. “We have a nice, warm destination down the road,” he joked.

For his latest incarnation with the SLTA, Lewis is working on “steering the sector to promoting more on-island expenditures.” To do that, the group is focusing on the island’s “core attractors,” including diving, soft adventure, culture & heritage, cuisine, events and romance. The marketing “arrowhead” is a social media campaign designed to encourage those who love those things to add Saint Lucia to their consideration set.

The SLTA is partnering with a relatively new body called the Community Tourism Agency (CTA), which has a mission that reads “Creating value in what makes Saint Lucia unique.” Saint Lucia is already known for its warmth of welcome, exemplified by its Friday Fish Fry events, where locals and tourists gather to enjoy food, drinks, music and camaraderie.

The CTA is committed to advancing four key pillars of Saint Lucia’s tourism product: Adventure; Tours; Cuisine; and Accommodation. 

“As a collaborative partner for local entrepreneurs and communities, we understand that today’s travellers seek authentic, one-of-a-kind experiences. Whether it’s connecting with locals at bars, exploring nature trails, indulging in Saint Lucian cuisine, or experiencing intimate accommodations, we amplify investments in Adventure, Tours, Cuisine & Accommodation to enrich the overall visitor experience,” the CTA states.

“We’re putting the emphasis on what there is to do as opposed to where there is to stay,” Lewis told Travel Market Report Canada. “We’re bringing new products to the market, so that as our numbers of visitors grow, so does the amount each visitors spends on the island. And we’re focusing on businesses owned by locals that are ready to go to market.”

Lewis said research has found that about 30% of visitors stay in AirBnB style rental accommodations, make them likely participants in new experiences. Recent legislation makes licensing mandatory for such accommodations, which he says adds a quality and safety component.

Saint Lucia’s hotel product leans toward all-inclusive, with that segment making up 50-60% of total rooms. Lewis said that while the all-inclusive concept often comes under criticism in the Caribbean, he doesn’t see it as a bad thing.

“The all-inclusive companies have strong links to the rest of the economy, including farmers. They pay the most in insurance and the most in utilities. And many Canadians like the all-inclusive concept,” he said.

There’s plenty of investment interest in Saint Lucia, with brands including Secrets, Hyatt and Marriott all planning openings in the next two years, boosting the island’s room stock by 20%. Another new entrant – The Life Co – will be a mountainside health and wellness resort and spa, another boost to the island that has been home to pioneering wellness resort Body Holiday, which opened way back in 1988.

Lewis says the Canadian market is a strong performer, but could really benefit from improved lift, both from additional carriers and larger aircraft. With Saint Lucia positioned as a premium destination, the island would love to see Air Canada upgrade its service from Rouge to mainline.

“We aim to make our visitors even happier. Already, our research shows a more than 75% willingness to return, and a 90%+ willingness to recommend. We will keep our fingers on the pulse to make sure those numbers maintain and grow.”