CASTRIES, Saint Lucia — More than 100 travel buyers, media representatives and tourism industry partners from around the world will gather in Saint Lucia this month for the inaugural Saint Lucia Showcase International.

The September 16–20 event will bring together representatives from the United States, Canada, the United Kingdom, Europe, Latin America and the Caribbean as the island looks to strengthen existing tourism markets while developing new ones.

A particular focus will be placed on Latin America, which the Saint Lucia Tourism Authority (SLTA) has identified as a growth opportunity. 

The Showcase forms part of wider engagement with the region ahead of the inaugural CTO Latin America Market Summit, scheduled to take place in Saint Lucia next May.

Rather than organising separate showcases for individual markets, the SLTA is using the five-day event to bring international trade partners to the destination and give them the opportunity to experience its tourism offerings directly.

That includes newer experiences that go beyond the traditional sun, sea and accommodation model, such as Below Saint Lucia, an underwater sculpture park, along with community-led farm-to-table and sea moss experiences.

Visitors can also explore ATV and eco-friendly e-biking adventures and emerging culinary and cultural offerings in communities including Dennery, Praslin, Canaries and Laborie.

The event is being held under the theme “Welcome to Our World… Welcome to Our Communities,” reflecting the greater emphasis being placed on connecting visitors with local communities, culture, food and the natural environment.

Tourism Minister Dr Ernest Hilaire said the initiative is intended to create greater economic value for Saint Lucia while opening opportunities in markets such as Europe and Latin America.

“This is central to our vision for a more diversified, inclusive and sustainable tourism industry, and to ensuring that the benefits of tourism reach more Saint Lucians,” he said.

The Showcase will officially open on September 17, followed by business-to-business appointments with UK and European partners.

Meetings with representatives from Canada, the United States, Latin America and the Caribbean will take place on September 18.

The programme will also give participants the opportunity to visit tourism sites and engage directly with local communities and industry stakeholders.