At this year’s World Travel Market London, the Saint Lucia Tourism Authority (SLTA) is placing fresh emphasis on one of its most celebrated cultural offerings – the Saint Lucia Jazz & Arts Festival.
The global travel event, held November 4-6, provides a timely platform for the SLTA to engage partners and preview the 2026 edition of the festival, scheduled for April 30 to May 10.
“Building on last year’s focus on community tourism, the 2025 feature is the world-renowned Saint Lucia Jazz & Arts Festival,” says SLTA Public Relations Manager Geraine Georges.
She notes that the agency is hosting a preview event in London, bringing together over 40 media representatives, influencers, trade partners, diaspora members, and festival enthusiasts.
The showcase will offer a glimpse into the festival’s evolution, artistic diversity, and its role in reinforcing Saint Lucia’s cultural brand.
“This year we have brought special attention to our Jazz & Arts Festival, which will be exposed to the UK travelling public on Thursday… to highlight the festival as this unique travel opportunity for Saint Lucia,” says SLTA CEO Louis Lewis.
The delegation, led by SLTA Chairman Thaddeus M. Antoine, includes Board Director Thomas Leonce, CEO Louis Lewis, Director of Global Marketing Dexter Percil, Director for UK & Europe Patricia Charlery-Leon, Tourism Ambassador and World Champion sprinter Julien Alfred, and Geraine Georges.
Accommodation partners such as The Landings Resort and Spa, Harmony Marina Suites, Windjammer Landing, and Barefoot Holidays are also present, alongside performers Ronald Boo Hinkson and Christa.
Lewis says Saint Lucia is trending strongly among travel partners.
“That mirrors the sort of performance that we are doing with our load factors from the airline being strong as well as the occupancy ratios at our hotels being strong as well,” he says.
He emphasises the importance of building partnerships to keep Saint Lucia top of mind. “We continue to capitalise on [the festival] as a platform not just for driving visitors to Saint Lucia, but also some of the intrinsic benefits, such as giving our artisans an international platform to perform and that has done tremendously for deepening the benefits for tourism.”
While previous editions of WTM have featured lineup announcements, this year’s approach is more thematic. The SLTA will highlight the festival’s cultural depth, community jazz initiatives and artisan participation.
