Saint Lucia is a nation that may be small, but its influence in the luxury tourism sector is well-established. The island’s accessible luxury and varied resort infrastructure which is developing at pace, is bringing it attention from global event planners, always on the look-out for that elusive ‘X-factor’.
The Saint Lucia Tourist Authority is tapping into this market by showcasing the Island’s all-inclusive credentials, alongside dramatic and volcanic landscapes, plus a plethora of cultural and active-adventure experiences to woo more MICE events to the island.
“Saint Lucia’s MICE strategy is primarily focused on incentive travel, offering high-value experiences designed to reward and inspire, while also providing well-equipped meeting facilities to support business requirements. The island combines luxury resorts and intimate venues with striking natural surroundings and once-in-a-lifetime experiences, including excursions to the world’s only drive-in volcano. By integrating nature, adventure, and CSR-aligned activities into programmes, Saint Lucia enables organisations to deliver experiences that are both impactful and memorable.” Stated Iana Fevriere-Jacobs, Sales & Marketing Manager, Saint Lucia Tourist Authority.
The timing could not be better, as Saint Lucia still reverberates from Julien Alfred’s historic victory in the 100m sprint at the 2024 Paris Olympics. The home town girl, has become the perfect Tourism Ambassador for the tourist Authority. Her global profile is not only shining a light on sports travel, but is being used to leverage global awareness of the island’s most famous events. This includes a world-class jazz festival, Carnival and Nobel Laureate Festival celebrating two of the Island’s Nobel Laureates, Sir Arthur Lewis and Sir Derek Walcott.
Add to this a cricketing legacy courtesy of former West Indies captain Daren Sammy, who has a stadium named after him and the UNESCO World Heritage-listed ‘Pitons Mountains’, and the Island's offering is as impressive as it is compelling, especially across a footprint of 238 square miles with 180,000 residents.
It is no wonder tourism officials are amplifying this momentum to new heights through brand campaigns and familiarisation trips for MICE planners from Europe and beyond. Allowing these trade professionals to properly understand the possibilities and to see new investments for themselves, could lead to the island becoming a MICE powerhouse in the Caribbean.
Investments such as the new five-star adults only ‘Secrets St. Lucia Resort & Spa’, with its 355 rooms, suites and a ‘Preferred Club’ with exclusive amenities, alongside ambitious developments like A’ila Resorts’ $1.3 billion project in Rodney Bay, featuring the ‘Zenith Art & Conference Centre’ capable of accommodating up to 2,000 guests and set to open in 2027, are certainly turning heads.
Add to this other property locations which balance luxury with authenticity, accessibility with exclusivity and relaxation with adventure and there is much to choose from. The island’s portfolio includes Hotel Chocolat and Cacao plantation where groups can experience their very own "Tree-to-chocolate-Bar" experience or Landings Resort & Spa, near the historical ‘Pigeon Hill’, offering captivating spots for events amidst the island’s colonial ruins.
For pure luxury without limits Sugar Beach by Viceroy and Jade Mountain are ideal for C-suite level clients and A-list celebrities ready to consider buying-out their very own slice of paradise.
Meghan Hockney, XSEM Agency stated: “All resorts offer many on-site amenities, including private/semi-private beaches, fitness classes, private dining venues, water sports, and luxury spa and wellness facilities. Overall, St Lucia is ideally suited to high-end incentive programmes for smaller groups and is a truly beautiful destination well worth considering.”
But what truly differentiates Saint Lucia is its merging of beautiful landscapes and adventure with these dynamic resorts which form the base from which to explore. Along the postcard-perfect coastlines and rainforest interior, the island reveals a rich tapestry of experiences that blend nature, culture, history and adventure.
No itinerary is complete without venturing onto, into and under the island's translucent waters. A coastal adventure can begin on a deep-sea fishing yacht, allowing guests to dive into the clear waters for a glimpse of vibrant marine life and on a speedboat zipping across the waves, taking in the island’s dramatic cliffs, Pitons Mountains and palm-fringed beaches.
“In a destination such as Saint Lucia, I would always include a boat tour with a snorkelling experience in any incentive itinerary” mentioned Katie Lewis, Freelance Events Planner.
Saint Lucia offers a captivating blend of natural wonders, including the iconic Pitons, bubbling sulphur springs, stunning waterfalls, lush botanical gardens, vibrant dive sites, historic cocoa plantations, and invigorating nature trails featuring zipline adventures through the rainforest canopy all presenting enticing active-adventure incentives or curating a rum cocktail-making workshop or a Creole cuisine masterclass.
In the south-western region, the Qualibou Volcano draws visitors with its steaming, bubbling sulphur mud pools. While it has been classified as dormant since its last eruption in 1766, ongoing geothermal activity adds an exhilarating aspect for those seeking relaxation in its warm, sulphur-rich waters.
For the more adventurous, summiting the majestic Pitons Mountains is a must. The ‘Petit Piton’ offers a challenge for advanced hikers and climbers, while ‘Gros Piton’ can be tackled by most, providing an attainable goal for many. The reward for this endeavour is not only the breathtaking views but also the achievement of conquering Saint Lucia's volcanic spires, recognized as the island’s only UNESCO World Heritage Site.
Event planners have already expressed excitement about the island’s potential for client groups they already received briefs from. The genuinely warm hospitality, combined with ambitious upcoming developments, solidifies Saint Lucia as a competitive choice for a diverse selection of luxury MICE events.
“Saint Lucia is an outstanding destination with an exceptional range of offerings, from world-class five-star resorts to exclusive group experiences. Highlights include private boat tours along the coastline with breathtaking views of the Pitons, as well as a wide variety of water sports” Hockney concluded.
