From Ottawa to the Raptors game, St. Lucia tourism brings warm vibes to Canada

The Saint Lucia Tourism Authority (SLTA) sure picked a good week to visit Ontario to promote its tropical beaches, lush rainforests, exciting festivals, idyllic resorts and majestic Pitons mountains.

While temperatures across the province plunged to sub-zero levels, tourism officials took every opportunity to remind Canadians that Saint Lucia, an island in the Caribbean Sea, part of the Windward Islands in the Lesser Antilles, stays consistently warm throughout the year.

“I’d like to extend an 82 degrees Fahrenheit [27 degrees Celsius] warm welcome to you,” said the SLTA’s CEO Louis Lewis, addressing dignitaries, organizations, hotel and tourism partners and media at a cocktail party at Toronto’s Jazz Bistro last Thursday night (Feb. 20), held to celebrate Saint Lucia’s 46 Years of Independence. “In case you don’t know, that’s the temperature of our home. And in case you want to feel the difference, you can go outside.”

Outside, where Toronto’s air, that night, had dipped to at least -15°C (with the wind chill). Ouch. Yup, Saint Lucia was sounding like a good idea. 

But the tourism authority’s reasons for visiting Canada last week extended far beyond promoting Saint Lucia’s sun-kissed Eastern Caribbean climate.

The beautiful island, famous for its rich Creole culture, which blends African, French, and British influences, has reworked its tourism strategy to place authentic Saint Lucian culture at the forefront of its global marketing efforts.

This approach includes having digitized promotional items widely available, and revamped social media that prioritizes storytelling, showcasing local culinary traditions and festivals.

“We’re showing how we celebrate the discipline of the British, the passion and romance of the French, the strength and harmony of Africa, which is always at the forefront, and the flare and taste of Asia, which is part of our heritage as well,” said Mr. Lewis. “We see all of these things as attractors to Saint Lucia.”

“Tourism is the lifeblood of the country and we take it very serious.”

Here, there and everywhere

How serious? The SLTA’s jam-packed schedule last week spoke volumes. At least in Ontario, where it seemed like Saint Lucia was here, there and everywhere.

The team started in Canada’s capital last Saturday (Feb. 15) to host the 46th St. Lucia Independence Gala at the Ottawa Conference and Events Centre.

Then it was off to Toronto for appointments with media and airlines – Air Canada and WestJet, in particular, which offer direct links to Saint Lucia.

The focus of those chats with the airlines, said the SLTA, was about increasing flight frequency to meet rising demand, enhancing connectivity from key Canadian cities, and developing promotions to attract more travellers.

Opportunities for joint marketing campaigns, travel trade engagement, and consumer outreach were also explored.

Then, that cocktail party, where other VIPs were spotted on the scene, included the Consulate General of Saint Lucia in Toronto Henry Mangal, Thaddeus M. Antoine, chairman of the SLTA, Dexter Percil, the SLTA’s head of marketing, and local media personalities.

Saint Lucia heats up Raptors game

It all bubbled up to Friday (Feb. 21), which was “Caribbean night” at Scotiabank Arena, where the Toronto Raptors battled against the Miami Heat (losing in overtime, but we won’t get into that).

The real winner at the basketball game was Saint Lucia, which had a full-on takeover of the arena, projecting its flag colours, its “Let Her Inspire You” slogan, and its famous Pitons on the venue’s jumbotrons, from above the court to outside, to “Jurassic Park” in Maple Leaf Square.

Someone in the arena also won a five-night all-inclusive stay for two at Windjammer Landing Resort & Residences in Saint Lucia, with flights courtesy of Air Canada.

This serene property, by the way, is a hillside villa and beach resort (with Canadian ties), tucked away in Labrelotte Bay in northwest Saint Lucia. 

But the stars of the court, arguably, were Saint Lucian soca artists Ricky T. and Motto, who lit up the halftime show with live “Dennery Segment” beats and rhythms.

This is a genre of music, originating from Dennery, a parish in East Saint Lucia, that blends traditional Caribbean music with modern electronic music.

Ricky T. and Motto’s signature soca sound, which also appeared on TV’s CP24 earlier that morning, has “exploded all over the Caribbean, at all the carnivals,” said Andrew Ricketts, CEO of Total Public Relations Inc., Saint Lucia’s PR representative Canada, speaking to PAX in a suite that Saint Lucia secured for the game that night.

Ricketts said Saint Lucia’s strategy in Canada, this year, will involve a lot of “out-of-box thinking,” including a possible collaboration the Toronto International Film Festival (TIFF).

Saint Lucia’s takeover at Scotiabank Arena will run at four more Raptors games, Ricketts said.

Additionally, a two-week contest on the Raptors app offers another grand prize trip to The Body Holiday, an all-inclusive wellness resort in Saint Lucia, including round-trip flights.

At one point, former Raptors player Jamaal Magloire, who currently serves as a basketball development consultant and community ambassador for the team, swung by the suite to say hi.

“We gotta bring the Raptors to Saint Lucia for training camp,” Magloire remarked as he signed autographs and took selfies with guests.

But it didn’t stop there. Keeping the spirit of Saint Lucia’s 46 years of independent alive, two landmarks – the Brampton Click Tower and Niagara Falls – were illuminated in the colours of the Saint Lucia flag (blue, white, black and yellow) on Feb. 21 and 22 (the actual day), respectively. A flag-raising ceremony also took place in Toronto at City Hall.

The tour concluded with Saint Lucia appearing at Toronto’s Outdoor Adventure Travel Show over the weekend.

Island buzz

Speaking with PAX over the phone last week, the SLTA’s Louis Lewis explained how Saint Lucia – besides being a go-to destination for warm weather – has many attractive qualities that appeal to a wide range of visitors, from romantic resorts that make the island a popular honeymoon destination to its stunning geography, which opens opportunities for soft adventure.

“From the waterfalls, to our drive-in volcano [in Soufrière] to our street parties to the hospitality of the people, you can’t get a better vacation,” said Lewis, who rejoined the SLTA as CEO last October. He previously served as CEO and Director of Tourism from 2008 to 2017. After that, he spent five years as CEO for Tobago Tourism Agency Limited.

Lewis said Saint Lucia welcomes roughly 36,000 Canadians annually, which is slightly lower than 2019’s pre-COVID levels. But hopes are high to restore (and exceed) past arrival numbers.

There’s a calendar of events, generating lots of buzz – notably, the return of the 2025 Saint Lucia Jazz & Arts Festival from April 30 to May 11. This year’s headliner? John Legend, who’ll perform alongside other artists, including Sizzla, Patrice Roberts, Etienne Charles, country singer Gretchen Wilson, Summer Walker Beenie Man and more. Earth, Wind and Fire are also set to perform.

“It’s more than music,” Lewis said of the event. “It’s a vibe, staged by communities around the island, where they celebrate the natural heritage and local culture of the island.”

Later in the year, in October, it’s Creole Heritage Month, which celebrates the island’s French Creole Heritage through events that showcase music, dance, cuisine, art and other cultural expressions.

“We’re focusing on what visitors can do on the island, as opposed to places to stay – even through our [accommodations] are fantastic,” Lewis said.

One unique offering is an island-wide program called the Kabawé Krawl (Kabawé means “Rum Shop”). This invites visitors to enjoy a trail of bars, experience the island’s hospitality and maybe even swap stories with locals along the way.

There's also a newer experience the SLTA is promoting: kayaking excursions along the east coast of Saint Lucia, where tourists can visit sea moss farms, which produce natural and sustainable products of all kinds.

With this, there’s an effort to prevent overtourism – even if more hotels are in the pipeline within the next 24 months, including a new Secrets St. Lucia Resort & Spa.

“We’re introducing a range of products to ensure we increase numbers, but also ensure places aren’t crowded and that people are spread out across the island,” Lewis said.

The SLTA’s focus for 2025 is sustainability, and securing local partnerships (such as with the island’s Cultural Development Foundation) “to showcase more of what is Saint Lucian,” Lewis said.

“It’s about living in harmony with nature, reducing our carbon footprint, and bringing passengers an exceptional experience that cannot be replaced anywhere else,” he said.

Amid growing calls in Canada to avoid the United States as a potential trade war looms, Lewis believes Saint Lucia will benefit as Canadians reconsider their vacation options.

“We are anticipating an increase in Canadians arrivals, and we welcome them,” Lewis said, commenting on the current political climate.

Travel advisors can become authorities in Saint Lucia, and earn rewards, by joining The Saint Lucia Travel Agent Expert (SLEx) Program. (Click here for details).

The tourism authority also honours its top producers at its annual “Global Piton Awards,” which are set for June 15-19, 2025. Additionally, the island's Showcase for The Americas will take place July 27-31, 2025.

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