SAINT LUCIA MAKES AN AGGRESSIVE PUSH IN CANADA WITH WEEKLONG MEDIA AND SALES MISSION

SAINT LUCIA MAKES AN AGGRESSIVE PUSH IN CANADA WITH WEEKLONG MEDIA AND SALES MISSION

The Saint Lucia Tourism Authority made a strong push in the Canadian market with an intensive weeklong media and sales mission from February 17–23, 2025. 

The visit included high-impact media engagements with key travel trade, strategic discussions with airlines, a cocktail reception for travel partners, sponsorship of the Toronto Raptors Caribbean Heritage Night, and participation in the Outdoor Adventure Travel Show.

The mission began with a full day of media appointments to reintroduce the CEO to the market and share destination updates. Meetings were held with key travel trade to strengthen relationships and highlight Saint Lucia’s focus on the Canadian market.

Strategic discussions took place with Air Canada and WestJet to review flight schedules, explore new routes for the French market, and plan co-op marketing initiatives for 2025/26. These discussions focused on increasing flight frequency to meet rising demand, enhancing connectivity from key Canadian cities, and developing targeted promotions to attract more visitors. Additionally, opportunities for joint marketing campaigns, travel agent engagement, and consumer outreach were explored to ensure sustained growth in arrivals from Canada.

"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 travellers year-round," said Louis Lewis, CEO of the Saint Lucia Tourism Authority.

To mark Saint Lucia’s 46th Independence on February 22, 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 took place at Jazz Bistro on February 20, 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 46th 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.

Saint Lucia was the presenting sponsor of the Toronto Raptors' Caribbean Heritage Night on February 21. The game featured Saint Lucia 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.

Before the game, CP24 Breakfast Television aired an interview about Saint Lucia’s halftime show performance. Host Lisa Morales spoke with Thaddeus Antoine, Chairman of the Saint Lucia Tourism Authority, and Saint Lucian Soca artists Ricky T and Motto. Together, they invited viewers to the game and showcased the island as an ideal sun destination for Canadians.

The Toronto Raptors campaign will continue for four weeks with out-of-home advertising at the stadium and on the Bremner Video Board in Maple Leaf Square. A two-week contest on the Raptors app offers another grand prize trip to The Body Holiday, including round-trip flights.

"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.

The mission concluded with Saint Lucia’s participation in the Outdoor Adventure Travel Show in Toronto, targeting adventure travellers following the island’s recognition as the Caribbean’s Leading Adventure Tourism Destination for the third consecutive year by the World Travel Awards.

The delegation included Louis Lewis, CEO of the Saint Lucia Tourism Authority; Thaddeus Antoine, Chairman of the Saint Lucia Tourism Authority; Dexter Percil, Head of Marketing; and Ernie George, Sales Manager.

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About Saint Lucia: Saint Lucia, the only country in the world named after a woman, is renowned for its stunning natural beauty and vibrant culture. Situated in the Eastern Caribbean Sea, the island is famed for its lush rainforests, pristine beaches, and the iconic Pitons – a UNESCO World Heritage Site. Visitors can explore the island's rich history and popular festivals, such as the Gros Islet Friday Night Street Party, Saint Lucia Jazz & Arts Festival, Lucian Carnival, and Creole Heritage Month. Signature activities include the highly Instagrammed mud baths at Sulphur Springs Park and heritage chocolate making. The island is recognized as the World's Leading Honeymoon Destination and the Caribbean's Leading Adventure Tourism Destination, and Olympic gold medalist Julien Alfred proudly serves as a Tourism Ambassador. Learn more at www.stlucia.org and follow us on Instagram and Facebook.