Saint Lucia targets Canadian growth with expanded airlift & winter campaign

STORY BY SABRINA PIRILLO

Saint Lucia is stepping up its focus on the Canadian market as strong visitor growth, increased airlift and a new winter marketing campaign point to rising demand for the Caribbean destination.

The Saint Lucia Tourism Authority (SLTA) recorded a 20 per cent increase in Canadian arrivals from January through July, prompting the destination to deepen its engagement with Canadian airlines, travel partners and consumers.

Both Air Canada and WestJet will increase their weekly service to Saint Lucia, with WestJet adding three flights per week and Air Canada adding four, through April 2027.

Increased airlift was a key focus of the SLTA’s meetings with airline partners in Toronto this week.

The tourism authority looks to further expand its presence in the Canadian market, including through additional discussions with carriers such as Porter Airlines and Air Transat.

The SLTA also hosted an intimate luncheon with media at Queens Harbour restaurant on September 22 to discuss the destinations latest developments in the Canadian market.

“We are witnessing a strong demand from Canada,” said the Honourable Dr. Ernest Hilaire, Saint Lucia’s Minister of Tourism. “We’ve always had the Canadian market but have decided to make the Canadian market a priority for us.”

The Canadian push comes as the destination prepares to launch its winter campaign.

"Canadians are looking for new destinations to vacation. It’s the best time for us to do it,” said Minister Hilaire.

Canada growth outpaces overall gains

The expanded airlifts between Air Canada and WestJet also creates new opportunities for the destination to stimulate demand outside traditional peak travel periods.

“More frequencies require more options and midweek engagement and the flexibility of having something work well with the market,” said Louis Lewis, chief executive officer.

“The average Canadian stay in Saint Lucia is approximately 10.5 days, with Canadian visitors more likely to participate in excursions and experiences in local communities.”

SLTA saw a stay-over arrival increase of approximately three per cent this year, while cruise arrivals have increased by about nine per cent. Yacht arrivals have risen by approximately 40 per cent.

A more purpose-driven Canadian traveller

The new winter campaign will connect with Canadian travellers through Saint Lucia’s history, heritage, and cultural identity, inspiring them to experience the island as discerning travellers who seek to travel with purpose and engage with local communities.

According to Tourism Minister Hilaire, Saint Lucia’s commitment to inclusiveness, sustainability, and community tourism aligns perfectly with the core values of the Canadian market.

The strategy is also rooted in the economic importance of tourism, which serves as the country and largest economic driver through both its direct contribution to GDP and its broader structural linkages.

Major investments on the island

Saint Lucia has seen some significant tourism development, with new hotels and resorts

expected to expand the destination’s accommodation inventory over the coming years.

Among the developments highlighted is TheLifeCo, a wellness-focused development that opened its first phase on April 1.

The development includes a 200-room hotel associated with the project by years end, with plans calling for wider development to eventually reach approximately 1,200 rooms by 2028.

On the island’s east coast, a new Dreams property is slated to open next year, adding approximately another 200 rooms and located 20 minutes from Hewanorra International Airport.

Meanwhile, Secrets Saint Lucia recently completed a full renovation and is marking its first anniversary following the redevelopment.

Locally-owned Bay Gardens Resorts has also expanded its portfolio with the opening of its fifth hotel last weekend, Sapphire Sands, on Reduit Beach, further strengthening the island’s locally-owned accommodation sector.

Additional developments in the pipeline include the opening of high-end property, Cas en Bas Beach Resort, where Saint Lucien Olympic champion Julien Alfred will serve as a Hotel Ambassador, a Courtyard by Marriott currently under construction, another Royalton property and a Grand Hyatt, alongside other projects at various stages of development.

Community tourism at the core

Community tourism and engagement also remain central to the destination’s strategy.

Coming fresh off the inaugural Saint Lucia Showcase International 2026, held at the Royalton under the theme “Welcome to Our World… Welcome to Our Communities,” the event brought together nearly 100 global travel buyers, media representatives and tour operators from the UK, Europe, the Americas and the Caribbean.

Saint Lucia is also leveraging its sporting profile to strengthen its international presence.

The destination has renewed its focus on collaboration with the Toronto Raptors and on hosting regional sporting events as part of a broader strategy to use sport as a vehicle for tourism and international engagement.

MAIN IMAGE: From left: Dexter Percil, director of global marketing SLTA; Giselle Williams, marketing manager SLTA in Canada; Louis Lewis, CEO, SLTA; Shirlyn Elliodore, marketing & communications manager; Hon. Dr. Ernest Hilaire, Deputy Prime Minister and Minister for Tourism, Investment, Commerce, Culture and Heritage; Octavian Charles, CEO, Invest Saint Lucia; Geraine Georges, PR Manager SLTA; Andrew Ricketts, dead of PR, Canada; Camille Michel, Investment Relations Manager. 

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