The Saint Lucia Tourism Authority (SLTA) is launching a bespoke marketing program to specifically support the 400-plus smaller lodging properties in Saint Lucia. Called the Collection de Pépites, it showcases a broad range of unique places, including local B&Bs, boutiques, inns and luxury villas. The name originates in the island’s French heritage and means a collection of small pieces or nuggets of gold. The aim is to guide travellers through the options of staying in a property of 35 rooms or fewer, that may not be as well-known as the island’s hotels and resorts. Collection de Pépites has a dedicated listings page on the Saint Lucia website where travellers can go to for detailed information on the types of accommodation and search by their specific criteria such as location, family-friendly or price. Visitors can choose their accommodation and click through to book directly on the providers’ site. For commissionable properties, agents can book with the properties directly. SLTA will also assist properties to set up new links with agents in each market. Lorine Charles-St. Jules, CEO of SLTA said “We are really excited to bring together this collection of wonderful property gems for people to discover. We know from visitor feedback that there is a real demand for these distinct properties,” All participating properties have been accredited by the SLTA. Ongoing reviews and checks will take place to ensure quality control and safety management. President of the Vacation Rental Association, Thomas Leonce said, “We look forward to sharing the many compelling attributes of Collection de Pépites with vacationers both regionally and internationally." Initial property listings include: Caille Blanc Villa & Hotel, Jungle Escape Eco Lodge and Rabot Estate by Hotel Chocolat. 

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  The Saint Lucia Tourism Authority (SLTA) has released its latest stay-over results, revealing March 2022 as the highest arrivals month since the restart of the industry from the Covid-19 Pandemic.   Stay-over visitors for March 2022 were recorded at 32,110, (up 21% on the forecasted figure), with a total of 80,811 arrivals year to date (from January to March), marking a strong start to the year.   This echoes the latest report from the United Nations World Tourism Organisation (UNWTO)* which confirmed the Caribbean region as leading the world in the recovery of stopover arrivals. The region’s recovery rate sits at 61.5% comparing 2022 to 2019. This is almost double the total global rate of 32.9%.   Saint Lucia is highlighted as one of the best performing destinations for 2022 so far, and is the only country in the Eastern Caribbean in the top five.   The US accounts for 56.2% of total stay-over arrivals year to date in Saint Lucia  – approximately 45,400 visitors.  The UK is the island’s second largest market with 30.3% of total stay-over arrivals at almost 24,500, the highest share recorded for this market, even pre-Pandemic.   The Canadian market continues to show steady growth when compared to the same period for 2020 and 2021. The first quarter of 2022 reflects 6% of total visitor arrivals to the destination following the Covid-19 pandemic. Visitors from the Caribbean and the rest of the world account for 7% of overall arrivals.   With tourism arrivals increasing, SLTA CEO Lorine Charles-St. Jules said: “To keep the momentum going, the Saint Lucia Tourism Authority is running a targeted marketing campaign for the summer months. The revitalization of Lucian Carnival is one of our priority events this year and we will continue to promote our strong niche offerings such as romance, diving, accommodations and adventure with some exciting plans for the rest of the year.”   The Tourism Authority continues to engage in productive relationships with trade partners alongside careful management of Covid protocols. Consistent collaboration between the private and public tourism sectors will continue to bear fruit for the industry.   Tourism Minister Hon. Dr. Ernest Hilaire said, “The numbers are really encouraging and a testament to the people who work tirelessly in the tourism industry in Saint Lucia. Our aim is to ensure that the growth trajectory is sustainable and benefits our people through employment and income generation as well as providing the best experience for our visitors.”   Saint Lucia has recently eased its entry requirements. Fully vaccinated visitors and returning nationals no longer need any pre-entry COVID-19 testing whilst the online registration process has been removed for all.

  If Saint Lucia’s boundless natural beauty, palm-fringed beaches and abundant rainforest wasn’t enough to attract even your most well-travelled clients, her rich culinary traditions are sure to feed their souls, too.   From exquisite local rums and fresh juices to traditional pepper pot and bouyan dishes, they’ll savour a palette of flavours that reflect an eclectic mix of African, Indian, Caribbean and European cuisine. Spicy, warming, and comforting. Let Saint Lucia take them on a sensational taste adventure.   A taste of island life they’ll never forget   Let her enchant and entice with mesmerising views across the horizon at one of her cliff-side restaurants. Let her welcome and delight with a plethora of locally grown fruit and vegetables, and fresh fish caught the same day. Let her treat and surprise with the island’s signature meal of green figs and salt fish. Let her whisk them away on a food tour, where they’ll dine with locals, get to know their way of life, and even try their hand at cooking like a Saint Lucian. Let her raise a toast with a tipple of the island’s locally produced rum, Chairman’s Reserve. And let her leave them wanting more.

The Government of Saint Lucia is updating its international arrival protocols, creating a simplified experience for travellers. Starting on Saturday, March 5, 2022 fully vaccinated travellers and in-transit passengers aged 5 and over must have a negative rapid Covid-19 antigen test or a Rapid Covid-19 PCR test taken one day prior to entering Saint Lucia. Travellers may also provide a negative RT-PCR Covid-19 test taken up to five days prior to arrival. All unvaccinated travellers must present a negative RT-PCR Covid-19 test, taken up to five days prior to entering Saint Lucia. All travellers must register their information and upload test results online prior to travel on www.stlucia.org/covid-19. On completion, they will receive an automatic ‘ready to go’ email. The previous two-step approval process is no longer required for boarding. “These major changes are good news for visitors and returning nationals as it means a simplified process, greater access to testing and a significant reduction in cost. We have been listening to our travel community in the U.S., UK, Caribbean and around the world,” said Chief Executive Officer of the Saint Lucia Tourism Authority, Lorine Charles-St. Jules. Rapid antigen tests must be administered by a healthcare provider. Self-administered tests and saliva tests are not accepted. UK NHS tests are not valid for travel. Unvaccinated visitors can continue to stay at Covid-certified properties. Returning nationals who are unvaccinated are required to quarantine for a seven-day period. As of January 2022, 90% of tourist arrivals to Saint Lucia are fully vaccinated.

Saint Lucia Tourism Authority (SLTA) has appointed Lorine Charles-St. Jules to the position of CEO. With more than two decades of tourism and leadership experience, Charles-St. Jules has significant experience in the hospitality sector and most recently served as USA Account Manager for the Anguilla Tourist Board. She has been CEO of global marketing agency PEAEYE7 Marketing International for five years, handling business development and luxury resort marketing throughout the Caribbean, the U.S. and Canada. "It is with great pleasure that we welcome Mrs. Charles-St. Jules to the organisation and we are in no doubt that her track record as a tourism professional will lead brand Saint Lucia along a sustained growth trajectory," said Thaddeus M. Antoine, Chairman of the Board of the Saint Lucia Tourism Authority. She has deep expertise in setting and executing business strategy across many areas of the tourism industry, including marketing destinations, developing sales programming for luxury resorts and global travel trade management. The CEO position brings her back to Saint Lucia, where she previously held various executive positions at the Saint Lucia Tourist Board for nine years including Director of Marketing, and Tourism Planning Officer for the Saint Lucia Ministry of Tourism for two years. The CEO position is responsible for overall management of the SLTA, including oversight of the development of the Authority's marketing and destination services, and general administration.

Saint Lucia all-inclusive resort, Coconut Bay Beach Resort & Spa, and the couples-only luxury all-suite resort Serenity at Coconut Bay, are offering up to 65% discount on 2022 travel, plus quarantine travel insurance. Agents who book their clients for a minimum stay of seven nights at Coconut Bay Beach Resort & Spa can earn up to £10 Booking Bonus per night and one free night for every seven-night booking in an Oceanview or higher room category. Seven-night bookings at Serenity at Coconut Bay will gain rewards of up to £105. Coconut Bay Beach Resort & Spa spans over 85 acres with nine restaurants, seven bars, an oceanfront spa and access to a mile-long stretch of beach. Day activities and nightly entertainment are also included as part of the resort's Premium All-Inclusive offering. Serenity at Coconut Bay is an exclusive couples' resort boasting 36 expansive Plunge Pool Suites fusing sleek modern design with traditional Caribbean features. All suites have private plunge pools and decks with outdoor showers, hammocks-for-two and a dedicated area for in-suite spa treatments. Guests can expect personalised service by the resort's butlers, gourmet dining as well as private dining on the beach or in suite at any time. Serenity guests also enjoy the facilities at sister property Coconut Bay Beach Resort & Spa and vice versa. Agents' bookings must be registered on Cbayrewards.co.uk for Coconut Bay Beach Resort & Spa and Serenityrewards.co.uk for Serenity at Coconut Bay with agents' rewards provided via prepaid card. Both Coconut Bay Beach Resort and Serenity at Coconut Bay can be booked through tour operators including Caribtours, Gold Medal, Signature Long Haul and If Only. Serenity at Coconut Bay is also featured by Kuoni.

Saint Lucia has celebrated the return of Virgin Atlantic after an 18-month break. The first flight recently arrived at Hewanorra Airport and signalled the return of three weekly direct flights from London Heathrow The airline first started flying to Saint Lucia in 1999. "We want to thank Virgin Atlantic for their commitment to Saint Lucia and the region and look forward to welcoming new and returning passengers over the winter season," said Minister for Tourism, Hon. Dr. Ernest Hilaire. It takes direct flights from the UK up to 11 per week. This summer, new non-stop flights were introduced from the US, adding a service from Dallas and tripling direct services from the New York area. A weekly Sunday service via Air Canada restarted on 3 October, with added flights throughout the season. Investment in UK marketing steps up this winter with trade and consumer advertising planned for the end of December with a new winter campaign called 'Let Her In' beginning 26 December to mid-February. This includes TV, OOH, digital, trade and social media. SLTA is also working with 15 tour operators to provide offers to travellers from the main website. The Tourism Authority will also participate in airline partner campaigns. Arrivals continue to return at a strong pace with the UK market recording almost 7,000 visitors for November, surpassing 2019 figures.

The Saint Lucia Tourism Authority released its latest tourism data as it kicks off the winter season. Visitor arrivals continue to rise as it works successfully to restore tourism, with a 25% increase on 2020 year to date. A total of 20,393 stay-over arrivals was recorded in October 2021, up 61% on 2020. The US has seen double-digit growth this year resulting in an overall increase of 56% on the figures recorded year-to-date from 2020. July and August stayovers were the best yet - higher than in 2019, at 22,034 and 15,880 respectively. October was the UK's most successful month for 2021 so far with arrivals just under 6,000, back in line with the seasonal average. "This sustained regain is a clear indication that our carefully managed Covid protocols, combined with well-targeted marketing, are seeing our visitors return. Feedback from our visitors tells us that when they come to Saint Lucia, they feel reassured with how we are managing the tourist experience during the pandemic," said Tourism Minister Dr. Ernest Hilaire. Dr. Hilaire added, "We continue to strive towards a full recovery and coexisting with Covid, as we focus on sustainable tourism development." Investment in marketing steps up this winter with trade and consumer advertising planned for the turn of the year. SLTA continues to engage with the trade via incentives, training, hosting trade events and fam trips will return in 2022. The destination has strong airlift. This summer, new non-stop flights were introduced from the US, adding a service from Dallas and tripling direct services from the New York area. American Airlines, Delta, JetBlue and United Airlines all have nonstop flights from major US cities. A weekly Sunday service via Air Canada started again on October 3, with added flights throughout the season. From 1 November, British Airways returned to daily flights, while Virgin Atlantic returned with three flights a week from London Heathrow. The UK travel trade is reporting that forward bookings to Saint Lucia remain positive for the rest of 2021 and into 2022.

Saint Lucia has a new Minister for Tourism. Dr Ernest Hilaire was sworn into Saint Lucia's Cabinet of Ministers. As part of his immediate order of business, the Minister will convene meetings with the tourism sector to include the Ministry of Tourism, Saint Lucia Tourism Authority, and private sector organisations to get up to speed on the current plans. Dr Hilaire previously served as Saint Lucia High Commissioner to the UK from 2012-2016 and served in positions in the areas of sports, management, and international relations. He also served as the Chief Executive Officer of the West Indies Cricket Board. He also holds an Executive Diploma in Negotiations and Conflict Resolution from Notre Dame University.  

Saint Lucia has eased restrictions, allowing fully vaccinated travellers to enjoy more tourism activities. Vaccinated visitors can now book car rentals, dine at more local restaurants, and take part in more activities such as beach hopping. They now have increased access to all parts of Saint Lucia from the day of arrival without restrictions. Quarantine has also been removed for vaccinated returning nationals. "For both visitors and our local residents, our commitment to safely and responsibly coexisting with Covid remains strong," said Prime Minister Allen Chastanet. "While all visitors to Saint Lucia can currently experience a wonderful vacation as well as approved tours and attractions, fully vaccinated travellers are now invited to explore the entire destination at their leisure, while following our protocols." Travelers indicate that they are fully vaccinated when filling out the pre-arrival Travel Authorisation form, and upload proof of vaccination. Visitors must travel with their vaccination card or official documentation. Upon arrival in Saint Lucia, pre-registered fully vaccinated visitors will be expedited via a dedicated Health Screening line and will be provided with a non-electronic identification wristband for the duration of their stay. This wristband must be worn throughout the stay and removed when departing Saint Lucia. Non-vaccinated travellers will continue to be permitted to stay at up to two certified properties for the first 14 days. All arrivals must present a negative Covid-19 PCR test result taken no more than five days before arrival; submitted via the online Travel Registration form. Since reopening in July 2020, the country has welcomed about 80,000 international visitors.