[dropcap]S[/dropcap]aint Lucia is expanding its tourism market reach and visibility by forging partnerships with leading US travel industry partners. In 2017 Saint Lucia set a record in tourism arrivals and tourism growth surpassing all previous years. According to the Caribbean Tourism Organization, the destination is currently pacing ahead of its past year’s performance.
Building upon this momentum, the Saint Lucia Tourism Authority has embarked upon strategic partnerships with Virtuoso Travel Network, Cruise Planners, Costco Travel and Cruise 360 to create greater awareness of the destination and grow sales.
Speaking on the partnerships, the SLTA Chairperson Agnes Francis stated, “As we grow, the importance of creating an inclusive tourism product that maintains a balance between the economy, society and the environment remains at the forefront of our efforts. With the changing landscapes in modern tourism, we must act swiftly and decisively to ensure healthy and sustainable development for Saint Lucia Tourism.”
Through its partnership with Virtuoso Travel Network, the Saint Lucia Tourism Authority will have access to marketing channels that effectively target affluent consumers with a high propensity to travel. The Virtuoso
partnership also grants the SLTA access to a sales force of skilled and influential travel advisors who will assist in driving sales to the destination. Through the marketing partnership, Saint Lucia will also receive strategic placement of high impact advertising in Virtuoso publications and email marketing. These initiatives will serve to grow the destination sales network and maintain a high level of engagement with top luxury advisors.
The collaboration provides the SLTA with a great opportunity to increase the overall visibility of the destination and its products. Cruise Planners is an American Express Travel Representative, with the largest home-based travel agent franchise network in the industry. The network includes more than 1,800 franchisee-owned travel agencies who independently book vacation and travel experiences for their customers. The marketing and training programme developed in conjunction with the Saint Lucia Tourism Authority (SLTA) includes webinars, newsletters, email blasts, new franchise owner orientation and Cruise Planners conventions.
Saint Lucia has also forged a partnership with Costco Connection magazine. This partnership gives Saint Lucia access to Costco Travel’s database of over 17 million members. During the month of April, Costco Connection magazine will feature a Saint Lucia special by the CBS News Travel editor Peter Greenburg. The marketing coop will also include a destination email blast on April 11 and full-page advertising in the largest Costco Travel markets for Saint Lucia, namely Los Angeles and the North East region in June.
Additionally this year, the Saint Lucia Tourism Authority is a Cruise 360 sponsor. The symposium is the leading conference for cruise travel agents in North America. The SLTA will be conducting a dedicated destination workshop on April 19, entitled ‘Saint Lucia, The Ultimate Travel Inspiration’. Cruise 360 runs from April 17 to 23. The event provides travel professionals, cruise line representatives, ports and destinations, industry suppliers and Cruise Lines International Association (CLIA) preferred partners with a truly panoramic view of the cruise industry.
