Ilona Kauremszky
Submerged 35 feet below the sea, come December – tourists arriving to Saint Lucia who normally come to be wowed by the Pitons, beautiful beaches, and luxury resorts, are set to exhale literally in their dive suits.
Dubbed “Below Saint Lucia,” only earlier this month, government officials alongside a marine and conservation team watched as an art installation of Herculean proportions was released to the sea floor off the west coast in Anse La Verdue where onlookers watched with bated breath.
These bigger-than-life concrete composite figurines, each weighing an estimated four tonnes, chronicle the island nation’s history, starting with Indigenous peoples, including the world’s first underwater hammock and much more.
But on this splashy debut day, a surprising discovery emerged—a dolphin was darting past the watery visages. It was as if Mother Nature’s reaction, judging by the dolphin swim encounter, was belching out an approval of animal proportions.
Renderings and video of the Caribbean’s newest sculptural park, “Below Saint Lucia,” were unveiled as part of several key announcements made by the Ministry of Tourism at 2026 North American Showcase, the country’s inaugural trade show held in Saint Lucia.
“We want you to explore the new sculptural park,” said Minister for Tourism Dr. Ernest Hilaire addressing a press conference after the opening of the Saint Lucia Showcase International, which took place at the Royalton Saint Lucia from September 17-20.
Unlike its other trade shows, the government of Saint Lucia has expanded into community tourism, with the launch of a new government initiative: a community tourism agency.
“And in this showcase, we have focused on the community tourism initiatives that have been established as a means of driving increased island expenditure, making Saint Lucia more attractive and delivering to our visitors and potential travellers world class experiences that are not available anywhere else on the planet,” remarked Saint Lucia Tourism Authority (SLTA) CEO Louis Lewis during the press briefing, outlining SLTA’s strategy for the Showcase.
SLTA reports increased growth with additional rooms added to its portfolio, resulting in six percent increase in overall tourism arrivals year-to-date through July 2026; cruise arrivals are up 15 percent.
The Ministry of Tourism outlined its tourism strategy was to advance into new markets, particularly the Latin American market starting with travel trade exposure, and eventually sales.
Hosted media from the country’s key target markets (United States, United Kingdom, Europe, Canada, Latin America and the Caribbean), and tour operators comprised of over 100 delegates in attendance.
In a nutshell, Saint Lucia is ready to move beyond its Pitons, beaches, luxury resorts and romance. Attendees heard that there’s much more as delegates toured new resorts, learned about the newest products, and mingled with local communities. Tourism is Saint Lucia’s largest industry and source of revenue.
Canada is considered Saint Lucia’s fourth-largest source market. Over the past six months, the Ministry reports that there has been a notable Canadian arrivals increase of 20.3 percent. Saint Lucia officials say shifting Canadian travel patterns have contributed to the increase.
When Travel Courier asked the Minister whether the spike can be attributed without addressing the elephant in the room, Dr. Hilaire replied, “Yes. We made some strategic decisions where we realized the sentiments in the Canadian market where Canadians are moving to other destinations.”
“We have the type of product Canadians are seeking,” he added, describing sustainability, community, and local unique experiences, making travel this winter for Canadians more meaningful and desirable. “We treasure the environment of our surroundings and we engage in sustainable practices,” he added, sharing that the big challenge in the Canadian market is getting more connectivity.
“All our market research is showing us that there is a huge demand for Saint Lucia from Canada,” he noted. In Canada, the Ministry has noted a 35 percent increase in seat sales from Air Canada.
Air Canada Vacations and WestJet were not represented among the hosted delegates, however, Dr. Hilaire and SLTA CEO Louis Lewis alongside other officials from the St. Lucia Tourism Authority recently spent a week in Canada on a trade sales mission, meeting with industry partners.
Saint Lucia has entered a new era of tourism development, focusing on quality, sustainability, inclusion and economic participation. “We want to build a tourism model in which Saint Lucians can participate more in the value chain of the industry and for that community reserve has become a very important strategy,” noted the Minister in his opening address.
Delegates got to explore the new luxury Sapphire Sands Villas, and A’ila Resorts and TheLifeCo St. Lucia, the Caribbean’s first wellness-concept retreat from the well-known Turkish company. The US $1.3 billion development of A’ila Resorts is at Mount Pimard Rodney Bay, Gros Islet where delegates toured the new LifeCo Wellness Centre and Resort, sampled some onsite treatment sessions like the ‘Braintap,’ a headset that induces meditation and deep breathing to optimize peak brain performance. And later, a light Turkish-inspired lunch buffet was on offer by the sandy white beach.
Saint Lucia has an ongoing Hewanorra International Airport (HIA) Redevelopment Project to support five passenger boarding bridges as part of a massive modernization program.
Uncontrolled tourism expansion was addressed by the Minister who maintained his country’s tourism strategy is to ensure all Saint Lucians have exposure to the island’s beaches.
Two years ago, his government passed a new tourism development act outlining two significant inclusions: invite developers and tour operators to achieve a ‘sustainable tourism operator certificate’ status, which in turn offers, greater government support.
The second focuses on principles where prospective hotels demonstrate to the government how its sustainable practices will be used; i.e. rainwater harvesting, energy sources, recycling, social responsibility etc…
Dreams Resort scheduled to open in the second quarter in 2027 is situated in the Vieux Fort/Canelles, an area known for turtle nesting in the southeastern part of the island. According to Dr. Ernest Hilaire the resort chain will develop a turtle nesting program involving guests, promoting it and supporting it. About the future proposal, he said, “Visitors will be able to at night from a safe distance see the turtles come out and lay their eggs, so the entire conservation practice will be turned into a touristic experience.”
Sargassum seaweed, that brutal brown macroalgae affecting coastlines across the Caribbean, is another detractor, which will be closely monitored and will be studied on how to recycle and use it. “Sargassum seaweed is a massive problem,” he noted.
Three-years-in-the-making, comes the country’s most ambitious tourism undertaking to date–it’s the chance to view what some insiders are calling “Saint Lucia’s newest Pitons.”
Called “Below Saint Lucia,” the corridor consisting of three underwater parks, uses sculptures representing pivotal historic figures who shaped the country’s past and present, mounting each statue to the seabed with specially designed moorings shaped as St. Lucia’s Pitons. “This is the closest we have come,” said Timothy Ferdinand, Tourism Officer for the Ministry, about the 45-minute dive experience for a group size up to 20 divers at a time.
The country’s largest public investment set to be estimated in US multi-millions is a 3 prong project: dive park, snorkel park and conservation park, celebrating history, culture and heritage designed for divers to take a plunge 35 feet below the sea. The first phase opening this winter explores the island’s history from Indigenous to European settlers to slaves to modern day Saint Lucia. Divers will have five submerged galleries to witness Saint Lucia’s history, such as a shipwreck and a bell symbolizing the slave trade.
Designed to encourage marine habitat growth, the new underwater environment provides an ecosystem designed to provide habitat for marine life and encourage coral and ecosystem growth. The government estimates over 300 fish species plus turtles and dolphins will be part of the marine encounters waiting for guests who register for this new activity.
Also, guests can help clean the sculptures and will be provided instruction.
Robert Szulc, a Polish diver, was declared officially as the island’s ‘first’ tourist diver to experience the new sculptural park, a declaration announced at the Awards night held at Sandals Grande St. Lucian. Divers can see coral rejuvenation and sea life grow in this marine environment developed by science, artists and local workers.
Community Tourism Network/Travel with Conscience
Powered through Expedia Group, community tourism has its own e-commerce platform: Ctasaintlucia.org (currently not live) to reach travel advisors, tour operators, visitors to discover and engage. Watch for wider travel support, including access to flight options.
It’s a Saint Lucia of recreation and adventure, agriculture and intimate accommodation, arts, wellness, and spirituality – a Saint Lucia shared by the people who know her best. “At the heart of this work are three words: opportunity, ownership and ours,” Dahlia Guard, CEO of the Saint Lucia Community Tourism Agency explained how Saint Lucians transform their knowledge and creativity and tradition into sustainable livelihoods.
Jeanne Duprey, Clinical Psychologist, paints mural in rec room
One morning, media and travel professionals met children at a local transition home to help plant vegetable garden seedlings while learning first-hand that this home plays a valuable role in fostering a safe space for abused children, providing learning skills, teaching routine, and offering guidance with a professional psychologist.
Donations of school supplies and artistic materials are accepted. For donations contact Tamara Amow Salth; [email protected] (1758-484-7702) For voluntourism inquiries, contact Marie St. Paul, 1758 724 7245 New Beginnings Transit Home St. Lucia.
Out and about in Castries
Located in the northwest coast, the capital city offers history and local flavours.
Participate in a walking tour with City Walkers guide, Joel Samuel and stop off at Constitution Park where the statue of the country’s first Prime Minister, Sir John Compton is on full display. The constitution in his hand, Saint Lucia claimed independence from Britain in 1979. Walk a few more blocks and at another park see the busts of 2 Nobel Laureates: Sir Derek Walcott and Sir Arthur Lewis. Ironically, both grew up on the same street, and remarkably were born on the exact same day (January 23rd; Sir Arthur in 1915 and Sir Derek in 1930). Today, their busts also are part of the dive complex, Below Saint Lucia.
The Castries Market is where local encounters happen at every stall. Kenneth the coconut farmer was eager to show off his wares and machete-toting precision. Nicole the head stylist was showcasing dreadlock specialties inside her shop. Pricilla unleashed what could be the world record breaking size of a jack fruit.
For island flavours, head to the family-owned Coal Pot around since 1948 where Michelle Ribot and her son welcome diners to sit back, and indulge in coastal delicacies from freshly caught lobster to snapper and other seafood delicacies.
Situated in a quiet lagoon known as Vigie Marina amid sail boats, the rustic atmosphere of bamboo, stone with a tin covered roof gives guests a fabulous venue to while away the hours. Seashell wind chimes stream melodic sounds in the breeze. Be sure to see the ancient cannon facing the water. A showpiece, Michelle shares how her parents hauled in the cannon one year after a hurricane exposed it. “I used to swim by it,” she laughs.
Secrets Celebrates one Year
Delegates staying at the adults-only all-inclusive Secrets St. Lucia Resort and Spas, which is part of the Hyatt Inclusive Collection, joined the resort’s first year anniversary gala celebrations. Opening remarks were made by the parent company’s president Jeff Mullen (CEO of Mullen Real Estate Group), senior hotel executives, and government officials who participated in the official ribbon cutting ceremony.
The new 355-rooms and suites property (previously St. James Club Morgan Bay), it was announced, has been awarded the AAA Four Diamond Award.
Guests enjoyed entertainment from a local music band, a fashion show showcasing local designers and artists as talent cat-walked on a stage suspended over the main pool. Food stations were curated with plenty of menu items showcasing the flavours of the island. The evening concluded in a blazing fireworks show.
At Sandals Grande St. Lucian resort, Saint Lucia has ranked number one on Expedia’s 2026 Island Hot List, and was named “Best for Romantic Escapes.”
Reps from Expedia Group awarded the Minister and his team with the coveted award.
Earlier in the evening, Dr. Hilaire announced to guests clad in white at the special white party how Saint Lucia is preparing a nomination of the Flower Festivals: La Rose and Marguerite for UNESCO’s Representative List of the Intangible Cultural Heritage designation.
For example, La Rose is a parody play of dance, music and song with traditions dating back more than 250 years that was shaped by the island’s history, including slavery.
Saint Lucia ranked number one on Expedia’s 2026 Island Hot List, and was named “Best for Romantic Escapes.” Pictured are Expedia Group’s Miguelina Cespedes, Senior Business Development Manager and Nuno Sales da Ponte, Director of Market Management and SLTA team collecting the award
