Williams talks about her new role, reconnecting with travel partners and what to see and do in Saint Lucia
First off, congratulations on the new gig. What are your goals for this position?
Thank you so much! It’s an honour representing a destination that has so much to offer. My main priority is reconnecting Saint Lucia with all our travel partners, old and new. We are back in market and ready to welcome even more Canadians to the country.
Tell us a little bit about yourself and how long you’ve been in the travel industry?
I’ve been part of the travel industry since 2015, with a few intentional detours along the way that ultimately strengthened my perspective and skill set. Growing up in the Caribbean gave me a lived understanding of the region that goes far beyond resorts and beaches, and that insight continues to shape how I show up in this industry. After spending time in luxury fashion retail management, home show sales, and the professional haircare space, I’ve returned to travel with a stronger foundation in client experience, strategic selling, and brand storytelling.
Did you always know you wanted to be in travel or did you almost pursue another career?
I didn’t always know in a traditional sense, but looking back, travel was always a natural fit for me. My first career after completing my degree was in financial technology, and I quickly realized I thrive most in industries I’m genuinely passionate about. Not long after, travel found me, and it’s been the most perfect fit ever since.
Growing up in the Caribbean, I was surrounded by what makes the region so special, but from a lived perspective that goes far beyond what’s typically marketed. While I did explore other paths in luxury retail and professional haircare, which strengthened my skills in client experience, branding, and relationship-building, I always felt pulled back to travel. Now, being back in this industry allows me to combine that personal connection with a more strategic, well-rounded approach, and it truly feels like where I’m meant to be.
How can travel advisors learn more about Saint Lucia?
The Saint Lucia Tourism Authority (SLTA) has recently revamped its travel agent specialist program “Saint Lucia Expert” or SLEx and is open to travel agents in Canada. SLEx is an innovative online educational and loyalty programme designed to engage travel agents and serves as a source for all resources that will enable them to sell destination Saint Lucia. Additionally, SLEx is mobile friendly with customizable features to equip today’s digitally savvy travel professional with the cutting-edge tools they need for destination marketing and sales.
Travel agents can participate by enrolling in the Saint Lucia Expert program, which is available online at http://edu.recommend.com/saintlucia. As an additional incentive, the top recording travel agents and their agencies will be awarded monthly prizes in the sums of US$250 cash for the agent and US$250 marketing credit for the agency, which would go towards Saint Lucia business development.
SLEx awards agents marketing credits based on room nights within the following tiers:
- Gold – 50 – 149 room nights
- Platinum – 150 – 299 room nights
- Diamond – 300+ room nights
Every year, the SLTA honours its best-selling travel advisors at the Global Piton Awards which is measured in room nights booked through SLEx. Benefits from becoming a SLEx agent include three continuing education credits from The Travel Institute or the Association of Canadian Travel Agencies (ACTA). The SLTA encourages travel professionals to LEARN, EARN and GROW with SLEx!
What should someone not leave Saint Lucia without seeing, doing or tasting?
Hands down one of Saint Lucia’s most recognizable natural attractions are the Pitons — two dramatic volcanic spires rising from the sea, reaching heights of over 750 metres. Known as Gros Piton and Petit Piton, these iconic peaks are home to a unique ecosystem both on land and beneath the water. Recognized as a UNESCO World Heritage Site, the Pitons are one of (if not the most) photographed spots on the island.
The Friday Night Gros Islet Street Party is a weekly tradition, where Friday night fish fries come alive once the sun goes down. Locals and visitors gather for live bands, dancing, and the infectious rhythms of calypso and soca, while food stalls serve up fresh-off-the-grill bites and barbecue.
Then you must experience the Sulphur Springs Volcano and Mud Baths — the world’s only drive through volcano. The mud baths at Sulphur Springs attract people from all over the world because it detoxifies the body and helps heal sun burns, eczema, arthritis, sore joints, and more.
The best time to visit Saint Lucia is during the Saint Lucia Jazz & Arts Festival and Saint Lucia Carnival. This year the Saint Lucia Jazz & Arts Festival takes place from April 30 – May 10. Now in its 34th year, this cultural event celebrates art and music with a stacked lineup of local and international talent. The festival takes place against the stunning waterside backdrop of Pigeon Island National Park. This open-air festival promises an unforgettable celebration of music, culture, and artistic expression.
And lastly, Saint Lucia Carnival takes place from July 1 to July 22. Rooted in Saint Lucia’s rich Caribbean and Creole heritage, Carnival is one of the island’s most vibrant celebrations filled with music, dance, parades, and spectacular costumes.
What’s something that many people may not know about you?
One thing people may not know about me is that I didn’t start out in travel at all. My first role was in financial technology, which taught me early on that I do my best work in industries I’m genuinely passionate about. I’m also naturally very curious, especially when it comes to people, their stories, and what drives connection. That curiosity, combined with my love for both creativity and strategy, really shapes how I approach my work. I enjoy not just building relationships and experiences, but also thinking through the details behind the scenes to bring them to life in a way that feels effortless and meaningful.
Do you believe in the role of the travel agent?
1000%. They are the backbone and gatekeepers of travel. Travel advisors play such a critical role in shaping how people experience a destination, not just where they go, but how they connect with it. In a world where information is everywhere, their expertise, personalization, and ability to truly understand a client’s needs are what elevate a trip from good to unforgettable.
From my perspective, they’re also key partners in how destinations are brought to life. When advisors feel confident and informed, they sell with authenticity and passion, and that directly impacts the traveller’s experience. That’s why I’m so passionate about supporting them, whether through training, innovative experiences, or giving them the tools and insights they need to succeed. They’re not just part of the industry, they help drive it forward.
What advice would you give to travel advisors today?
Stay curious and never stop learning. The most successful travel advisors are the ones who go beyond the surface and truly understand the destinations they’re selling, especially the culture, people, and experiences that make each place unique.
I’d also say don’t underestimate the power of your personal brand. Travellers are looking for connection and trust, so showing up authentically, whether that’s through social media, storytelling, or how you communicate with clients, can really set you apart.
And finally, lean into relationships. The partnerships you build within the industry are just as important as the ones you build with your clients. When you stay connected, ask questions, and take advantage of opportunities to learn directly from destinations and partners, it not only strengthens your confidence but ultimately creates better, more meaningful experiences for the people you’re booking travel for.
Are you team window or aisle? Carry-on or checked bag?
Window seat me, every time. After all, I have to help the pilot fly the plane — just kidding of course. Team cram-everything-in-a-carry-on. I just want to get to where I’m going without all the baggage.
If you had to sing karaoke tonight, which song would you pick?
Anything Bad Bunny! He’s my latest obsession.
What do you do for fun when you’re not working?
When I’m not working I love to work some more. I have a couple passion projects outside of travel that keep me fulfilled. Apart from work I do enjoy taking ballet classes, experiencing new and good old faithful restaurants and getting lost in a great (audio)book.
Do you have anything else you’d like to share that we haven’t touched on yet?
Saint Lucia holds the title of Leading Honeymoon Destination 16 times in a row by the World Travel Awards; it’s an island where the greatest love stories unfold. We also have amazing dive sites, eco adventures, birding and an amazing wellness product.
Speaking of wellness – TheLifeCo St. Lucia is set to open April 2026, within the new A’ila Resort in Rodney Bay, to dates, this is largest development in Saint Lucia’s history with a US$1.3 billion investment. TheLifeCo will be the Caribbean’s first physician-led longevity and wellness resort. It focuses on tailored longevity programs, including detox, stress recovery, and metabolic reset, featuring 100-key luxury wellness.
Lastly, Windjammer Landing Resort & Residences, a Canadian-owned luxury resort, has just finished a $40 million investment, and the results are incredible. We’re talking 5-star quality infrastructure, guest experience, culinary offers, and service standards.
As Saint Lucia’s only property recognized by The Leading Hotels of the World, Windjammer Landing just expanded its luxury portfolio with the debut of La Belle Hélène, an ultra-exclusive ten-bedroom villa set between the island’s legendary Gros and Petit Pitons. Windjammer Landing becomes the only resort brand in Saint Lucia to offer luxury villa access spanning from the northwest coast to the iconic southwestern region.
