Speaking to tour operators and suppliers at the Saint Lucia Showcase yesterday, Jean-Marc Flambert, director of marketing UK & Europe at SLTB said its promotion would adopt the phrase ‘Elevated Experiences’ for the next two years with separate UK and US versions. It is due to be launched in January with some collateral to be issued sooner.
The brand refresh announcement came as Flambert said the tourist board would make more visits to partners and focus on several areas for its tourism promotion in the UK markets. These included its jazz festival, romance, sports, family, culture, nature & adventure, niche, sailing, luxury and health and wellness, with a package for the latter launched recently.
Louis Lewis, director of tourism for Saint Lucia added that product will be developed on the island, particularly as construction constraints have been relaxed.
“We have seen a 7.5% growth in arrivals but this has been undermined in relation to our capacity, as average spend is down,” he explained. “There will be an emphasis on product development to ensure the experience is the same as the marketing expectation.”