Saint Lucia ignites the Canadian market with a high-energy tourism blitz

BY SIMONE J. SMITH

The Saint Lucia Tourism Authority (SLTA) made waves in Canada with a dynamic, weeklong media and sales mission from February 17^th-23^rd, 2025. Designed to captivate the travel industry, the mission delivered high-impact engagements, strategic airline discussions, and an electrifying showcase of Saint Lucia’s vibrant culture—culminating in a major sponsorship at the Toronto Raptors’ Caribbean Heritage Night.

The week kicked off with an action-packed media day, where top-tier travel journalists and influencers met with SLTA’s CEO for exclusive destination updates and insights. These meetings reinforced Saint Lucia’s commitment to the Canadian market, ensuring its: breathtaking landscapes, world-class resorts, and rich cultural experiences remain top of mind for travelers.

Strategic airline discussions with Air Canada and WestJet opened doors to exciting possibilities, including expanded flight routes, increased frequency from key Canadian hubs, and targeted marketing collaborations to drive visitation. Talks also explored opportunities to connect Saint Lucia with the French-speaking market, tapping into a fresh wave of potential visitors.

Adding to the excitement, SLTA hosted an exclusive cocktail reception for travel partners celebrating Saint Lucia’s growing presence in Canada. The team made a bold statement at the Outdoor Adventure Travel Show, where adventure-seekers discovered why Saint Lucia is a premier destination for exploration, from the iconic Pitons to its lush rainforests and pristine beaches.

One of the mission’s biggest highlights? The Toronto Raptors’ Caribbean Heritage Night. As a proud sponsor, Saint Lucia took center stage at this highly anticipated event, bringing the island’s infectious energy to basketball fans and travel enthusiasts alike. This strategic partnership amplified Saint Lucia’s brand presence, reinforcing its appeal as the ultimate Caribbean escape.

“The Canadian market remains essential to Saint Lucia’s tourism industry, driving visitor arrivals and economic growth. Investments in partnerships, targeted marketing, and enhanced airlift with carriers like Air Canada and WestJet continue to improve our accessibility. We are committed to strengthening ties with the Canadian travel trade and ensuring Saint Lucia remains a top destination for Canadian travelers year-round,” said Louis Lewis, CEO of the Saint Lucia Tourism Authority.

“We value the contributions of the Saint Lucian community in Canada and look forward to welcoming nationals and Canadian visitors to experience our unique culture, diversity, and heritage.”

To mark Saint Lucia’s 46^th Independence on February 22^nd, 2025, a flag-raising ceremony took place in Toronto at City Hall, in addition to Canadian landmarks such as Niagara Falls, and the Brampton Clock illuminated in the colors of the Saint Lucian flag. A cocktail reception (which I unfortunately could not go to) took place at Jazz Bistro on February 20^th, 2025, in partnership with the Consulate General of Saint Lucia in Toronto, to celebrate the occasion and announce the 2025 Saint Lucia Jazz & Arts Festival lineup. The VIP reception welcomed media, travel agents, and members of the diaspora.

“Celebrating Saint Lucia’s 46^th Independence is a proud moment for our nation, and we are pleased to see our flag shine across Canada. The flag-raising ceremony and lighting of iconic landmarks symbolize the strong ties between Saint Lucia and Canada and our deep connection with the Saint Lucian diaspora. We value the contributions of the Saint Lucian community in Canada and look forward to welcoming nationals and Canadian visitors to experience our unique culture, diversity, and heritage,” remarked Dexter Percil, Head of Marketing – Saint Lucia Tourism Authority.

As the presenting sponsor of the Toronto Raptors’ Caribbean Heritage Night on February 21^st, 2025, Saint Lucia was featured with in-bowl LED displays, concourse signage, and a special halftime performance by Motto and Ricky T. A lucky audience member won a five-night all-inclusive stay for two at Windjammer Landing Resort & Residences in Saint Lucia, with flights courtesy of Air Canada.

“Sponsoring the Toronto Raptors Caribbean Heritage Night was an incredible opportunity to showcase Saint Lucia globally, engage with Canadian audiences, and highlight our rich culture. From in-game branding to the halftime performance and grand prize giveaways, this campaign reinforces our commitment to the Canadian market. We look forward to welcoming more Canadian visitors to experience everything Saint Lucia has to offer,” said Thaddeus M. Antoine, Chairman of the Saint Lucia Tourism Authority.

There you have it, folks! The Saint Lucia Tourism Authority didn’t just dip their toes into the Canadian market; they cannonballed in with a week of pure sunshine and island vibes! Get ready, travel enthusiasts, because the message is loud and clear: Saint Lucia is coming, and it’s bringing the heat!