Saint Lucia is ramping up its marketing efforts after seeing a 25% year-on-year increase in visitor numbers.
Last month, arrivals from the UK to the Caribbean island reached almost 6,000, which was back in line with the seasonal average.
“This sustained regain is a clear indication that our carefully managed Covid protocols, combined with well-targeted marketing, are seeing our visitors return and increase convincingly,” said Tourism Minister Dr Ernest Hilaire.
“It is not just about the numbers though. Feedback from our visitors tells us that when they come to Saint Lucia, they have a wonderful time and feel reassured with how we are managing the tourist experience during the pandemic.
“More visitors means that our visitor spend is recovering as well, which is helping our local communities get back to work in tourism and recover economically.”
The tourism authority said it is planning trade and consumer advertising for the turn of the year, to promote activities beyond the beach.
It will also continue to engage with the trade via incentives, training, hosting trade events and fam trips will return in 2022, it said. These will showcase Saint Lucia’s niches such as romance, luxury, diving and boutique properties, as well as its wider product,
British Airways resumed daily flights to Saint Lucia this month and, from 18 December, Virgin Atlantic returns with three flights a week from London Heathrow.
The tourism authority said the UK travel trade is reporting positive forward bookings for Saint Lucia for the rest of this year, particularly during the festive season during which many hotels are fully booked, and into 2022.