Saint Lucia looks to Canada as tourism grows

Saint Lucia is strengthening its courtship of Canadian travellers as the Caribbean island records significant growth from the Canadian market and expands its focus on community-based tourism, culture and authentic local experiences.

Saint Lucia’s Minister of Tourism, Dr. Ernest Hilaire, was in Toronto on Tuesday, September 22, meeting with travel media as part of a Canadian visit that will also take him to Montreal.

Speaking with The Caribbean Camera, Hilaire said the visit has a clear purpose: to build on a Canadian market that has grown by 20 per cent between January and July 2026.

“We are witnessing significant growth in the Canadian market,” Hilaire said, adding that Saint Lucia is finding an increasingly strong connection between what the island offers and what Canadians are seeking when they travel.

Hilaire said both Air Canada and WestJet have increased flights to Saint Lucia, providing Canadians with more opportunities to visit the island.

While Saint Lucia has long been known for its beaches, resorts and Pitons, Hilaire said its tourism strategy extends beyond the Caribbean vacation.

He described Canadian travellers as visitors who often “travel with a purpose” and want experiences that have meaning. That, he believes, fits naturally with Saint Lucia’s emphasis on sustainability, inclusiveness, cultural heritage and community tourism.

There is also a strong linguistic and cultural connection. While English is Saint Lucia’s official language, French-based Kwéyòl is widely spoken, giving Saint Lucia a natural affinity with both English- and French-speaking Canadian visitors.

“We believe philosophically that Saint Lucians should participate more in the industry, but also own the industry,” Hilaire said.

Gros Islet remains one of the best-known examples, particularly for its popular Friday night street party and growing selection of locally operated guest houses and vacation accommodations. But Hilaire stressed that community tourism is expanding throughout Saint Lucia.

Visitors can experience the fish fry and outdoor activities in Anse La Raye, explore Canaries, discover attractions around Soufrière or stay in community accommodations in Laborie. Dennery has also seen growth in ATV excursions.

Hiking, cycling, birdwatching, kayaking and waterfall excursions are becoming important parts of the tourism offering. Some trails also introduce visitors to Saint Lucia’s history, including routes associated with resistance to slavery.

Travellers can visit local bakeries where Creole bread is prepared in traditional ovens and enjoy freshly baked bread and cheese while learning about cooking methods handed down through generations.

Saint Lucia is also developing underwater attractions. Hilaire said the island has established its first underwater sculpture park, designed to tell aspects of Saint Lucia’s history. Two additional projects are planned, with future installations focusing on the island’s culture and heritage.

Traditional flower festivals, including La Rose and La Marguerite, are part of Saint Lucia’s cultural identity, while Emancipation commemorations have grown into a major series of activities.

October brings Creole Heritage Month, when Saint Lucia celebrates the African, French, Indian and other influences that have shaped the island’s distinctive Creole identity.

Saint Lucia may offer the sunshine Canadians expect from a Caribbean vacation, but increasingly, the island wants visitors to venture beyond the resort, and discover the communities, people, food, history and culture that make Saint Lucia Saint Lucia.

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