Mélange Travel & Lifestyle Magazine October 2019 | Page 18

What is the St. Lucia’s
tourism brand? The Saint
Lucia Tourism Authority (SLTA)
is the main entity responsible
for marketing the Island’s
tourism product.
Interview
with Beverly Nicholson-Doty
CEO, St. Lucia Tourism Authority
Photo Credit: St. Lucia Tourism Authority
Saint Lucia’s brand focuses on
the Island’s alluring beauty,
romantic appeal, its culture,
verdant landscapes, its people
and their inspiring love for the
island.
What are your unique
selling points? Saint Lucia
appeals to all types of travellers.
Our tourism product is so
diverse, the island is home
to some of the Caribbean’s
most stunning scenery from
unspoiled rainforests to
beautiful beaches and, of
course, the iconic and majestic
Pitons - Twin Peaks.
Romance – weddings &
honeymoons continues to be
The brand ethos is built on
our strongest market. Saint
the inspiring nature of the
Lucia is an island where the
destination, which has given
greatest love stories unfold, we
birth to two Nobel Laureates,
recently won the title of “The
world renowned painters,
World’s Leading Honeymoon
musicians sculptures, chefs, and Destination”. The island has
has inspired people the world
won this prestigious award
over.
ten times, with the most
recent honour in 2018. No
Saint Lucia is the only
other destination has won the
Caribbean island named
coveted title as many times as
after a female, known as
Saint Lucia. Romance is simply a
the Helen of the West, the
matter of course in Saint Lucia,
rebranding emphasizes
many come here to her golden
her beauty. Capturing the
shores to tie the knot.
inspiring qualities of the Island,
destination tag line is now,
As the wellness sector
Saint Lucia, “LET HER INSPIRE continues to grow, Saint Lucia
YOU”.
saw this evolution early. In
November, Saint Lucia has
dedicated the entire month to
feature Health and Wellness
activities and attractions.
Properties like the Body Holiday
cater specifically to wellness
travellers seeking seclusion in a
serene environment. Stonefield
Villa Resort also restructured
its product offering to focus
on the health and wellness
market. This November, the
resort will be hosting their first
wellness retreat with Canadian
Fitness Expert, Jana Webb, a
former cast member of the Real
Housewives of Toronto and
Reebok spokesperson.
What key elements of your
islands would you say is
most attractive to visitors?
Canadians are always seeking
new and exciting experiences,
there’s no shortage of things
to see and do in Saint Lucia.
Offering the Caribbean’s only
drive through volcano, the
Sulphur Springs Mud Baths
have healing restorative
minerals that rejuvenate the
skin. It is one of our most visited
attractions on the island.