Olympic gold medalist Julien Alfred named Tourism Ambassador of Saint Lucia

The Saint Lucia Tourism Authority (SLTA) has named athlete and Olympic gold medalist Julien Alfred as the island's official Tourism Ambassador.

This new partnership is aimed at elevating the island’s global presence and inspire travellers from around the world, reads a press release. The appointment was commemorated in a ceremony held on September 26, attended by distinguished guests and dignitaries.

As a Saint Lucian native, Alfred won a gold medal in the Women’s 100 meters and silver in the 200 meters at the 2024 Paris Olympics.

Alfred, in her role as the island’s Tourism Ambassador, will be integral to global promotional efforts, engaging in media outreach, marketing campaigns, and special events.

She will also collaborate on social media campaigns to showcase the island’s rich culture, natural beauty, and diverse attractions.

A key aspect of this partnership is the co-branding of the iconic Saint Lucia logo on Julien’s PUMA competition and warm-up kits, further enhancing the island’s visibility on the global stage.

"With her influence, we aim to attract visitors seeking not just a destination but an inspiring experience that resonates deeply," said Tourism Minister Hon. Dr. Ernest Hilaire. "Together, we will create a lasting impact on our tourism sector and inspire the world to discover the beauty of Saint Lucia."

In a statement, Alfred expressed her gratitude, saying: "I am truly lost for words and grateful for the opportunity. I can't tell which is the bigger achievement right now – winning the Olympic gold or being an ambassador to my beloved country. However, rest assured that Saint Lucia will always be my first choice wherever I roam."

In recognition of Alfred's achievements, the Government of Saint Lucia has awarded her XCD one million dollars, a 10,720 square-foot plot of land of her choosing, and announced renaming the Millennium Highway to the Julien Alfred Highway.

Additionally, a monument will be constructed in her honour, and she will be featured on an official postage stamp as well as a commemorative exercise book with her photos.

“This collaboration sets the stage for a new chapter of innovative initiatives, reinforcing Saint Lucia’s position as a premier travel destination and establishing Julien Alfred as a symbol of the island’s global appeal and cultural pride,” said the SLTA. 

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