Saint Lucia targets Canadian market growth through tourism mission

Saint Lucia has concluded a one-week trade sales mission in Canada aimed at strengthening tourism partnerships and expanding its presence in the Canadian market. The mission included engagements with airline and travel partners, such as Sunwing and Air Canada Vacations, to discuss airlift, winter travel demand, and co-operative marketing.

Minister of Tourism Dr. Ernest Hilaire noted that the Canadian market has seen significant growth, increasing by 20 per cent between January and July. To support this demand, both Air Canada and WestJet have increased flight frequencies to the island.

The tourism strategy is shifting toward community-based tourism, sustainability, and cultural heritage to meet the preferences of Canadian travelers seeking meaningful experiences. The mission also included diaspora engagement in Toronto and meetings with travel trade media to highlight new investment opportunities and local tourism offerings.