iReport recently caught up with the newly appointed Chief Executive Officer of the Saint Lucia Tourism Authority (SLTA), Louis Lewis, to discuss his immediate priorities and the key initiatives he plans to implement over the next six months. This comes shortly after the SLTA announced his appointment on October 2, 2024.
Focus on Enhancing Visitor Experiences
Mr. Lewis, who previously held senior leadership roles within both the SLTA and the Tobago Tourism Agency, emphasized the importance of enhancing visitor experiences while promoting sustainable tourism practices. In a statement provided by the SLTA’s Public Relations Manager, Geraine Georges, he outlined several major initiatives aimed at furthering the development of Saint Lucia’s tourism sector.
“We’ll be launching targeted marketing campaigns to attract diverse visitor demographics, emphasizing our unique cultural and natural offerings,” Lewis said. This initiative aims to draw attention to the island’s distinct character and beauty, ensuring the tourism sector continues to thrive both culturally and economically.
Commitment to Sustainability
Additionally, sustainability will be a key focus, with the introduction of programs aimed at reducing the environmental impact of tourism. “We’ll introduce programs aimed at reducing the environmental impact of tourism, including partnerships with local businesses focused on eco-friendly practices,” Lewis added, signaling his commitment to protecting Saint Lucia’s natural resources.
Strengthening Community Engagement
To strengthen connections with local communities, Lewis plans to launch community engagement initiatives through the Community Tourism Agency. These programs will showcase local artisans, cuisine, and traditions, ensuring that the benefits of tourism are shared equitably.
Global Promotion with Julien Alfred
Lastly, Lewis highlighted a new ambassadorial role for Olympic Champion Julien Alfred, stating, “Julien will participate in promotional events for Saint Lucia in key markets globally, alongside conducting media engagements, advertorial initiatives to promote the island and its marketing campaigns.” During a press briefing on September 30, Tourism Minister Dr. Ernest Hilaire referenced this new role, noting, “The program with [Julien Alfred] starts in November.” He added that the SLTA will have a special program in London during the first week of November, with further details to be announced.
Vision for Inclusive Growth
These initiatives reflect Lewis’ broader vision of positioning Saint Lucia as a leading global destination, focusing on sustainability, community engagement, and inclusive growth. iReport will continue to monitor these developments as Lewis leads the SLTA into its next phase of tourism advancement.
Photo: Saint Lucia Tourism Authority (SLTA)
