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The St Lucia and United States flag flown together as JetBlue lands in Saint Lucia.
This week I am in one of my favourite Caribbean destinations, the simply beautiful island of Saint Lucia—the beneficiary of the new JetBlue service which started on Monday, October 26, 2009 and will operate thrice weekly on Sundays, Mondays and Thursdays.
The new 2,000 mile commute is significant both for Saint Lucians and visitors to the country as airfares have plummeted because of competition on the route, with JetBlue and American Airlines now going toe to toe in the Eastern Caribbean. Earlier in the month, JetBlue also commenced daily service between JFK and Barbados.
On Monday, JetBlue announced a special Saint Lucia airfare as low as US $129 each way, bringing the island within closer reach of Caribbean-Americans in the Diaspora as well as the millions of residents in the Tri-State, some of whom have had to fork up a pretty penny to experience the wonders of this French influenced country—from the majestic Pitons (a UNESCO World Heritage Site) to new and renovated hotels which are offering many bargains this Fall and Winter.
Having curtailed my Caribbean travels significantly this year due in part to a taxing work schedule at home, I got into the Caribbean swing last week when Martinique—which shares the French Creole language with Saint Lucia—sponsored a “French Tuesdays” evening of Creole culture at Nikki Beach in midtown Manhattan.
It was so refreshing to see tourism and government officials from Martinique and Saint Lucia co-mingling, dining and dancing the night away to cadence rhythms—and of course, consuming some thirst quenching refreshments which contributed to a spirited evening for everyone.
Muriel Wiltord of the Martinique Promotion Bureau (left) and Lorine St Jules of the Saint Lucia Tourist Board at French Tuesdays in New York City.
What I saw there was the potential power of the unified Caribbean experience. While on board my debut JetBlue flight, I sat next to a honeymoon couple who were heading to the world acclaimed Jade Mountain in Soufrière, ranked number one in the Caribbean and number three in the world according to Travel + Leisure’s prestigious annual World’s Best Awards survey, the results of which were released this summer.
Their choices? Bora Bora in French Polynesia or a four-and-a-half hour ride from New York to the Eastern Caribbean to experience a heavenly paradise. Not only was their Caribbean honeymoon going to be more affordable, but it was the convenience that mattered most. JFK to Saint Lucia non-stop, what more could an eager and expectant honeymoon couple ask for?
So who exactly are Barbados and Saint Lucia’s competitors? Martinique? Jamaica? Bahamas? Give up? Ah ha . . . somebody said it: none of the above. They are the destinations that form part of the rest of the world. Yes, even as remote as French Polynesia.
With the Caribbean reaping a meager three percent of the world’s tourism arrivals—if so much—we’d better believe it.
We talk a great talk about Caribbean integration and cooperation, but we don’t back it up with resources and action. Just a whole lot of committees which are good at keeping the minutes, but great at losing the hours.
To the credit of our regional tourism executives, getting all 30-odd Caribbean countries on the same marketing page is a Herculean task which can sometimes be downright unpleasant. However, given this reality perhaps we should focus more on the promotion of sub-groupings within the region and a multi-destination experience within the sub-groups.
With the cooperation of LIAT, WINAIR, other commuter carriers and ferry services, Dominica, Martinique, Guadeloupe and Saint Lucia for example could join hands to promote the Creole Caribbean Connection. Puerto Rico and the Dominican Republic their baseball history and Latin links. Barbados and Tobago could lock arms to promote their British heritage and tell the world why flying fish flock to their shores; and Aruba, Bonaire and Curaçao could communicate why the ABC islands are a must see for the discerning traveler who wants to see a Netherlands version of Never-Never land.
Anguilla, St Barts, St Martin and St Maarten have long enjoyed a successful partnership of joint marketing. Why can’t the rest of the islands find common denominators that will help grow the tourism pie?
We can make it if we try . . . just a little harder.
RSS
we better try because Belize will begin their promo soon and believe me now we have competition………….
Hooo rararara and the beat goes on , let’s hope this honeymoon last, and engraved in the contract Mr Chasnet negotiated with Jet Blue is of durable commitment and longevity to St Lucia and does not include a ( bail out clause) if they should hit some financial turbulence. As much as the region, is at the mercy of these airlines to provide constant airlift for tourism and other economic stimulation to there local economies; far too many times we are willing to sell our “SOULS” short just to keep them coming with no agreement of commitment and are often left with that all too familiar Pay to Stay Bag hanging over the ” POOR” taxpayers heads. I am quite sure, the ” POOR” taxpayers would not include Mr Chasnet.
Thank you!!!!!
St. Lucia, be thankful for what you have, don’t rest on your laurels, because , guess what, other destinations are competing Fiercely for our tiny, tiny slice of the pie.
Good article. Maybe more people understand tourism now.
From what I know (I stand subject to correction), the islands of the OECS have jointly promoted these islands in the past, which is an excellent idea. They have engaged in this joint marketing initiative at trade shows in some parts of Europe , excluding the UK.
As to our competitors in the tourism industry, I think that our direct, and most aggressive competitor would have to be Mexico. Yes, Polynesia presents some competition, but Mexico is right there “in our back yard”. Offering the same sea, sun and sand experience at oftentimes cheaper prices, Mexico is a force to be reckoned with. Mexico also has a very strong and well known cultural heritage, which makes it the destination of choice for those having to choose between a Mexican or Caribbean vacation.
I know that this is wishful thinking, but I wish with all my heart that that cheap JetBlue flight was from mainland Europe to St Lucia.Those of us living in parts of Europe other than the UK, France, Germany etc, have to endure ridiculously high airline fares. Not only that, but we also in most cases have to overnight in London on trips to St Lucia. So it is extremely costly for us to get to St Lucia.
Those of you living in the US, with those really affordable JetBlue fares, I envy you !
I envy you Americans cause we only have those greedy Airlines flying from England and it cost an arm and a leg to fly over to see our love ones, especially if you have a family of 5, I just wish that Ryan-air would fly to St Lucia., It will cost me £2,267.00 next year to go home to see my family isn’t that ridiculous, I have to take the kids off school in other to travel in June, just because its cheaper so they say. So i really envy you guys.
Real Strong Radio have nothing but love for JetBlue for brining Fpreign based Lucians ,Home base Lucians and Visitors closer together.
Most of you or should i say all of you have missed the Blue…Let me make a prediction that Jet Blue will soon give up that route if they continue to sell jacked up fares..Have any of you guys checked JB fares for December…NY to UVF $1300+ Taxes…Hey!! American is cheaper..Trust me i did my home work..I live in Atlanta and plan on travelling home for the season..Jet Blue suck big frigging time..Yes..ya’ll going on about nothing..Unless these Airlines realise that the key to success in maintaining longevity to the Islands is cheaper airfares then they are doomed to collapse..Imagine JetBlue is $1300 + Taxes from NY..In as much as they believe that Lucians and other folk are eager to hit St.Lucia they must understand that in the current ecconomic situation ,if they want to fill those seats three times a week then they must drop the fares and set their financial minds on quantity ..They have to come up with a financial module base on full occupancy..to survive and they will if those fares are reasonable..All of these airlines are crooks..Don’t get me twisted ..I know that they are in business for a profit..But a bird in the hand is…Ah!! There we go…:) I sometimes feel that they are basing thier fares on how desperate they inaugural flight turn out and then they say ah!!! It would seem we have a market ..”raise the fare” You wonder who makes those decisions..Yes fuel prices are high..and yes on a three plus hour trip all we get is bird food..They need to do much better in the fare department if they want to forecast a healthy business relationship flying to the Caribbean.Drop the darn fares..
yes come to the uk jetblue so i can come to st.lucia for home coming thanks pls. bless
Thanks Jet Blue