Dexter Percil has been named head of marketing at the Saint Lucia Tourism Authority, effective Feb. 5, 2024.
With two decades in sales and marketing across commercial entities, Percil brings a wealth of strategic thinking, innovation, and people-centric leadership to his new role.
Equipped with a bachelor’s degree in business administration from the University of Ottawa, in addition to a Diploma in Business Management from the University of the West Indies (UWI), Percil's career includes executing successful marketing campaigns and significantly boosting sales revenue at Blue Waters St. Lucia, and Peter & Company Distribution.
The Head of Marketing plays a crucial role in promoting and enhancing the image of the destination. This includes developing and monitoring the authority's strategic plan, advising the CEO on industry changes, and contributing to the annual marketing plan.
Responsibilities also encompass the development of marketing intelligence through collaboration with research personnel, conducting industry analysis, and sharing insights with stakeholders.
“It is with great pleasure that we welcome Mr. Percil to the organization, and we are in no doubt that his track record as a sales and marketing expert will contribute significantly to the promotion and growth of Saint Lucia as a premier tourism destination," said Chairman of the Board of the Saint Lucia Tourism Authority Thaddeus M. Antoine.
Commenting on his new role, Percil said: "I am truly privileged to contribute my professional experiences, resources, and networks to the esteemed leadership team at the Saint Lucia Tourism Authority. I aim to utilize the valuable expertise, insights, and connections I've acquired through various roles in key tourism source markets to enhance Saint Lucia's status. This appointment adds a layer of fulfillment as it provides me with an avenue to continue contributing on a national level. I am focused on achieving the organization’s strategic plan, aimed at increasing market share, and boosting visitor spend for maximum return on investment.”