“Let it snow,” Saint Lucia tourism execs exclaimed while visiting Toronto this week, as the city (and much of the eastern part of the country) continued to dig out from far too much of the white stuff. And to be clear, Saint Lucia Tourism Authority CEO Louis Lewis smiled, there is no snow on his Caribbean island. “Absolutely none!”
Even though Lewis (note: it’s Loo-ee Lewis), and the tourist board’s head of marketing Dexter Percil, arrived for an annual visit during the worst week of the Canadian winter, Lewis agreed it was a great week to be promoting all things Saint Lucia in the Great White North.
On the agenda were meetings and a cocktail party with the travel trade, media, and diaspora; a “take over” of the Toronto Raptors game on Friday night; and exhibiting at the Outdoor Adventure Show on the weekend.
Lewis told Travel Industry Today (over a suitably steaming cup of coffee at the Royal York hotel), that the theme of this year’s mission is helping educate about all there is to do on the island – beyond its wealth of amazing accommodation options.
“Don’t just come for the resorts,” the CEO urged, “there’s so much more to Saint Lucia. We want people to get more out of their vacation.”
And while that generally includes authentic and experiential pursuits such as soft adventure, culinary, culture & heritage, wellness, and birding, the island also has countless specific activities to suit the special interests of visitors that Lewis says can’t be found anywhere else – such as kayaking to a sea moss farm, or doing a local rum shop crawl where visitors can try one-of-a-kind vintages and perhaps even play chess or checkers with locals.
There are also two flower festivals, a drive-in volcano, chocolate experiences, and many other unique expressions of the island’s creole heritage, not least Carnival (July 17-23, 2025).
And birders will even find six species that are native only to the island: the St. Lucia Parrot, St. Lucia Peewee, St. Lucia Warbler, St. Lucia Oriole, St. Lucia Black Finch, and, with luck, the (critically endangered) Semper’s Warbler.
Jazz fest
Of course, always top of mind is the Saint Lucia Jazz & Arts Festival, which returns in the third year of its revitalized format from April 30 to May 11. This year, the island’s 1A/1B event (along with Carnival) will feature the likes of Grammy award-winning pianist John Legend; ‘70s pop, soul, and funk icons Earth, Wind & Fire; and dancehall and reggae superstars Beenie Man and Bounty Killer.
The programming spans different genres of music across six nights and is set to attract thousands of visitors from around the world, including Canadians. The iconic and historic Pigeon Island National Park will provide a waterside backdrop for the open-air performances, with the Ramp at Rodney Bay hosting Pure Jazz.
Canada campaign
Saint Lucia’s renowned Pitons; photo – Daniel HjalmarssonLewis says approximately 36,000 Canadians visit Saint Lucia annually, just below the pre-pandemic peak of 40,000 in 2019. And with a 20% increase in rooms in the pipeline in the next couple of years, it’s a number the tourist board is eager to increase.
With this in mind, the tourist board is taking the ambitious step of taking charge of an NBA game in Toronto tonight (Friday) to present a Caribbean Heritage Night, where Saint Lucia will be prominently featured throughout Scotiabank Arena with in-bowl LED displays, concourse signage, and presenting partner acknowledgment.
Two Saint Lucian Soca artists, Motto and Ricky T, will perform during the halftime show, bringing island sounds to the crowd, and featuring the Dennery Segment, a music style that originated in Saint Lucia and has become popular across the Caribbean and at carnivals worldwide.
Further, a four-week out-of-home (OOH) advertising campaign will also showcase the island on East and West Galleria signage at the stadium and on the Bremner Video Board in Maple Leaf Square.
“Strategic partnerships like this are more than just brand visibility, they are a bold step in positioning Saint Lucia beyond traditional tourism promotions. Aligning with the Toronto Raptors for Caribbean Heritage Night allows us to showcase our rich culture, music, and global influence,” says Lewis.
He adds, “This collaboration deepens our connection with the Caribbean diaspora in Canada and introduces new audiences to the rhythm and vibrancy of Saint Lucia in an immersive and unforgettable way.”
At the game, fans will have the chance to win a luxury getaway to Saint Lucia while participating in a “Beach Ball Bonanza,” where the lucky person holding the ball when the music stops will win a five-night all-inclusive stay at Windjammer Landing Resort & Residences, plus two complimentary flights to Saint Lucia, courtesy of Air Canada.
The giveaways continue with an exclusive two-week contest on the Raptors app, where fans can win another grand prize trip: a five-night all-inclusive stay at The Body Holiday, with two round-trip flights to Saint Lucia, also courtesy of Air Canada.
Heritage night at the game will also celebrates Saint Lucia’s 46th Independence tomorrow (Feb. 22), which will similarly be marked at landmarks across Canada, including the CN Tower, Niagara Falls, and Brampton Clock through illuminations in the colours of the Saint Lucian flag, highlighting the strong connection between the two countries.
Dexter Percil says getting to Saint Lucia from Canada couldn’t be easier with direct nonstop flights on Air Canada and WestJet, the former, he notes serving the route this winter with bigger aircraft.
In the meantime, the gentlemen say, let it snow – just not in Saint Lucia.
If this article was shared with you by a friend or colleague, you may enjoy receiving your own copy of Travel Industry Today with the latest travel news and reviews each weekday morning. It’s absolutely free – just CLICK HERE.