CASTRIES, Saint Lucia — More than 100 travel buyers, tourism professionals and media representatives from around the world are currently in Saint Lucia for the inaugural Saint Lucia Showcase International, getting a closer look at the island’s tourism product and the communities behind it.

The showcase, which officially opened Thursday at Royalton Saint Lucia, has brought together delegates from the United States, Canada, the United Kingdom, Europe, Latin America and the Caribbean.

Held under the theme “Welcome to Our World… Welcome to Our Communities,” the event is giving international tourism partners the opportunity to experience Saint Lucia firsthand, meet local businesses and explore experiences beyond the island’s traditional attractions and accommodation.

For the Saint Lucia Tourism Authority, it also marks a new approach to engaging international travel partners.

Rather than holding separate destination showcases in individual markets, the initiative brings buyers and other industry partners to Saint Lucia to experience what the destination has to offer.

Saint Lucia Tourism Authority CEO Louis Lewis said the aim is to turn those experiences into new business opportunities for the island.

“Saint Lucia International Showcase is about moving beyond simply showcasing the destination to creating tangible opportunities for growth,” Lewis said. “We have the destination, the people, the stories and the experiences; our responsibility now is to turn those assets into meaningful partnerships, new business and new reasons for travellers around the world to choose Saint Lucia.”

Community tourism is among the areas receiving attention during the showcase, with delegates visiting businesses and attractions across the island.

The programme includes Llewellyn Xavier’s Art Gallery tour in the north, ATV and eco-friendly e-biking adventures, community-led farm-to-table and sea moss experiences in the south, as well as emerging culinary and cultural offerings in Dennery, Praslin, Canaries and Laborie.

Delegates are also being introduced to newer attractions, including Below Saint Lucia, an underwater sculpture park.

Dahlia Guard, CEO of the Community Tourism Agency, said the focus on local businesses is intended to ensure tourism creates opportunities beyond the sector’s traditional players.

“Community tourism is about turning the unique assets, skills and stories of our communities into sustainable economic opportunities,” Guard said. “By connecting local entrepreneurs and businesses to the tourism value chain, we are ensuring that more of the benefits of tourism reach our communities and support livelihoods.”

The showcase is also being used to strengthen Saint Lucia’s presence in emerging markets, particularly Latin America and Guyana, while maintaining relationships with established markets across North America, the United Kingdom, Europe and the wider Caribbean.

Tourism Minister Dr Ernest Hilaire said the government’s focus is on ensuring the sector’s performance translates into wider benefits for the country.

“Saint Lucia is performing strongly, and our responsibility is to ensure that Her performance continues to translate into greater opportunities for our people,” Hilaire told delegates.

Hilaire said government is investing in infrastructure, airlift, product development, marketing and experiences to strengthen Saint Lucia’s position in the international tourism market.

“We are focused not only on attracting increased visitor numbers, but on ensuring that Saint Lucia remains competitive, relevant and compelling in a changing global tourism market,” he said. “Her performance today gives us confidence, but our work is to ensure that Her best years are still ahead.”

The ongoing showcase includes business meetings, destination experiences, community visits and cultural engagements, giving international buyers and travel professionals an opportunity to see and experience the products they could ultimately promote to visitors.