Saint Lucia steps out in style at TIFF as Canadian arrivals surge

STORY BY SULTAN SANDUR 

Saint Lucia is using Toronto cultural partnerships to build Canadian visibility.

During the opening days of the Toronto International Film Festival (TIFF), the island destination put itself in front of Toronto’s fashion and culture crowd as the official travel sponsor of Toronto Life magazine’s revived Best Dressed event.

Held at the prestigious University Club of Toronto, the evening featured a high-energy and stylish crowd that aligned with the demographic the destination is trying to reach.

“The main reason is it’s our exact target demographic. It’s the millennials, it’s the boomers, it’s just the right demographic for us,” said Andrew Ricketts of Total Public Relations, which represents the Saint Lucia Tourism Authority in Canada.

This is the second time Saint Lucia has been the official travel sponsor.

“The first time we did it last year, we were the official travel sponsor of their Garden Party. It was such a positive event and was so successful that they came back to us the following year,” Ricketts told PAX.

At the Best Dressed event, the Saint Lucia Piton Lounge, named after the island’s iconic Gros and Petit Pitons, brought a taste of the destination to Toronto with Carnival models, island-inspired decor, Saint Lucian rum cocktails and a photo experience.

For one night, a corner of the University Club felt a little less Toronto and a little more tropical.

Canadian visitors increase 20.3%

Canada continues to be a growing market for Saint Lucia.

The destination reported 2,067 Canadian visitors in July 2026, an increase of 4.3 per cent compared with July 2025. Year-to-date visitors reached 23,908, an increase of 20.3 per cent over last year.

Saint Lucia attributed the July numbers partly to Carnival-related demand and improved connectivity through direct service from Toronto with Air Canada and WestJet.

More airlift from Toronto this winter

This winter, there will be more ways for Canadians to get to the island.

Air Canada and WestJet are each operating one weekly Toronto-Saint Lucia flight in September and October. In November, Air Canada will increase to four weekly flights and WestJet to three.

From December 2026 to March 2027, Air Canada is expected to operate five flights weekly and WestJet four, bringing the total to nine flights per week.

“Having the airlines support us and seeing the need for adding more flights and frequency to Saint Lucia has been brilliant,” Ricketts said.

Beyond honeymoons: what’s new in Saint Lucia

Saint Lucia is the only country in the world named after a woman and has been named the World’s Leading Honeymoon Destination 17 times by the World Travel Awards.

But there’s more to the island than romance. New offerings provide advisors with more ways to sell the destination beyond its established romance and luxury markets.

“Sustainable travel is increasing, [so is] wellness travel,” Ricketts said. “A lot of people are in search of products like that.”

One of Saint Lucia’s newest attractions is taking the island’s story underwater.

“It’s going to be five galleries and over 200 statues. Saint Lucia is now the second destination in the Caribbean to offer an underwater sculpture park and it pays homage to the history of Saint Lucia,” Ricketts said.

There are also several hotel updates. Canadian-owned Windjammer Landing Resort & Residences has joined Leading Hotels of the World following a three-year, US$40-million renovation.

A’ILA’s Mount Pimard development includes the recently completed BlueZone Residences and TheLifeCo, which focuses on wellness, fitness, nutrition and holistic experiences.

Sapphire Sands Villas by Bay Gardens Resorts has added a new luxury beachfront villa option on Reduit Beach in Rodney Bay, featuring ocean views, private terraces, butler service and wellness facilities.

READ MORE: Bay Gardens completes first phase of US$13M upgrade program

Saint Lucia’s cultural events offer another opportunity for advisors selling experience focussed travel, with Creole Heritage Month and Jounen Kwéyòl this October, the Saint Lucia Jazz & Arts Festival from April 30 to May 10, 2027, and Lucian Carnival from July 1 to 20, 2027.

Advisor training & incentives

For Canadian travel advisors looking to learn more about selling the destination, Saint Lucia offers its SLEx training program.

“This is where advisors can learn everything about Saint Lucia,” Ricketts said. “The more that they sell Saint Lucia, the greater the benefits that they receive.”

Benefits can include FAM opportunities, certificates and special travel rates. Saint Lucia also recognizes its top-selling advisors through the annual Global Piton Awards.

Saint Lucia will continue raising awareness in the Canadian market from Sept. 20 to 27 with a week of tourism, trade, media, investment and export activities in Toronto, bringing together tourism stakeholders, Canadian travel professionals, media and other partners.

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