The Saint Lucia Tourism Authority (SLTA) has seized the spotlight at this year’s World Travel Market London, shining a renewed focus on its globally acclaimed Saint Lucia Jazz & Arts Festival. Held from November 4-6, the prestigious travel event served as an ideal platform for the SLTA to engage with industry partners and offer a sneak peek into the 2026 edition of the festival, slated for April 30 to May 10.
Geraine Georges, SLTA Public Relations Manager, emphasized the festival’s significance, stating, ‘Building on last year’s emphasis on community tourism, the 2025 highlight is our world-renowned Saint Lucia Jazz & Arts Festival.’ To amplify its reach, the SLTA hosted a preview event in London, attracting over 40 media representatives, influencers, trade partners, diaspora members, and festival enthusiasts.
The showcase aimed to spotlight the festival’s evolution, artistic diversity, and its pivotal role in bolstering Saint Lucia’s cultural identity. Louis Lewis, SLTA CEO, remarked, ‘This year, we’ve brought special attention to our Jazz & Arts Festival, exposing it to the UK traveling public as a unique travel opportunity for Saint Lucia.’
The SLTA delegation, led by Chairman Thaddeus M. Antoine, included key figures such as Board Director Thomas Leonce, Director of Global Marketing Dexter Percil, and Tourism Ambassador Julien Alfred, a World Champion sprinter. Accommodation partners like The Landings Resort and Spa and Harmony Marina Suites, alongside performers Ronald Boo Hinkson and Christa, also participated.
Lewis highlighted Saint Lucia’s growing appeal among travel partners, noting strong airline load factors and hotel occupancy rates. He underscored the festival’s dual role as a tourism driver and a platform for local artisans to gain international exposure. ‘We continue to capitalize on the festival not just to attract visitors but also to provide intrinsic benefits, such as offering our artisans a global stage,’ he added.
Unlike previous years, which focused on lineup announcements, this year’s approach was more thematic, emphasizing the festival’s cultural depth, community jazz initiatives, and artisan participation.