Interview with the Honourable Ernest Hilaire, Minister for Tourism, Investment, Creative Industries, Culture and Information, St. Lucia

15 Jan Interview with the Honourable Ernest Hilaire, Minister for Tourism, Investment, Creative Industries, Culture and Information, St. Lucia

Saint Lucia has achieved record-breaking numbers of tourist arrivals, enhanced its infrastructure and diversified its offerings. The U.S. continues to be one of its major markets, driven by strong demand supported by increased flights and connectivity. Could you share the story of how your country has successfully built this momentum, particularly over the past few years?

St. Lucia is blessed with incredible natural beauty, from our stunning beaches to lush valleys, waterfalls, rivers and hiking trails. No other Caribbean destination offers such a perfect balance of nature and adventure. Whether you are a sun-seeker enjoying our beaches, an adventure enthusiast hiking and birdwatching or looking for immersive community tourism experiences, St. Lucia has it all. For 14 years, we have been recognized as the world’s leading honeymoon destination and in romance tourism, we remain number one in the region. Our rich culture, culinary offerings and diverse attractions make St. Lucia unmatched in the Caribbean. Coming out of COVID in 2021, we made a strategic decision to reposition St. Lucia for long-term sustainability. Despite the challenges, we saw an opportunity to build a resilient, inclusive and sustainable tourism industry. This shift, combined with a new government in July 2021, has led to positive results and has reoriented our tourism sector for future growth.

Looking at the bigger picture, what are the main challenges Saint Lucia faces today that could have a negative impact on its progress? How can the U.S., and states like Florida, collaborate with Saint Lucia to address these challenges effectively?

We aim to build a tourism industry focused on resilience and sustainability, especially in the face of climate change. Hurricanes are becoming more unpredictable and the weather system overall is less reliable. Like Florida, we face similar challenges. It’s crucial that we design properties, accommodations, and attractions with resilience in mind—ensuring they can withstand climate threats and recover quickly if needed. Sustainability also plays a key role. We are incorporating clean energy and sustainable practices to help the industry overcome modern challenges. The new tourism industry must prioritize both resilience and sustainability, drawing inspiration from U.S. examples. Ultimately, we want an industry that can quickly bounce back from disruptions and reclaim its strength.

When the tourism sector thrives, it brings widespread benefits to the economy and people. How significant has tourism been in boosting Saint Lucia’s investment inflows or attracting capital for specific projects? Could you share some examples? Based on this experience, what are the government’s investment targets for the coming years and which areas are a priority?

The third pillar of our vision is building an inclusive tourism industry, where more people can participate and own a stake. Sustainability for us goes beyond economics; it includes cultural, social and economic dimensions. A successful tourism industry requires locals to embrace tourism as part of their daily lives—beaches they visit, sites they enjoy and communities they belong to. We aim to shift from resort-based to community-based experiences, offering visitors an authentic, immersive encounter with our Creole culture. Our goal is for visitors to feel welcomed as if they are part of our community, experiencing St. Lucia as we live it. In the past three years, Saint Lucia has established a Community Tourism Agency and passed the Community Tourism Act, which provides significant government support for locals looking to invest in tourism, including grants and loans. Since then, nearly 25 projects have been launched, focusing on community-based experiences like ATV tours and artisan tours, where visitors can explore traditional crafts such as pottery, basket weaving and chair-making. We also invest heavily in training to ensure local communities benefit from tourism. While immersive and authentic experiences may sound cliché, they are key to St. Lucia’s appeal. Beyond our natural beauty—mountains, beaches and the volcano—we offer a unique cultural narrative shaped by 14 wars between the French and the English, French and English influences in our names, gastronomy and music, and African traditions in our dance and drumming.

This powerful cultural blend is an important part of what we promote, alongside significant growth in resort development. St. Lucia is set to add nearly 2,000 new hotel rooms over the next two and a half years, with major developments underway, including a Marriott at Point Seraphine, a Dreams by Hyatt at Cas en Bas and Secrets St. Lucia opening soon. We are also seeing growth in villa properties, with luxury villas becoming increasingly popular post-COVID. Guests want the exclusivity of a five-star experience without large crowds, often opting for villas with pools, private chefs and personalized services. To promote this, we have created the “Collection De Pepites,” a curated collection of luxury villa properties. This growing sector is becoming the second-largest area of investment in the country. These villas not only meet the demand for luxury stays, but also serve as vacation homes for overseas owners, contributing to St. Lucia’s expanding hospitality sector. St. Lucia is experiencing record low unemployment, high investment and record-breaking tourism arrivals in 2024, with 825,000 cruise ship passengers and a record number of stay-over visitors. Our community tourism initiatives are thriving, thanks to a policy focused on inclusivity and local participation. We have exciting projects underway, including an underwater sculpture park featuring 400 sculptures that tell St. Lucia’s history, culture and traditions—designed for snorkelers, divers and those who want both experiences. St. Lucia is also renowned for its high-quality cocoa and sea moss. Our chocolate experiences, such as at Cacao Sainte Lucie and Hotel Chocolat, are popular, and we are now adding a sea moss experience where visitors can learn about its farming, uses and health benefits.

We are committed to enhancing local experiences and encouraging visitors to explore beyond the resorts and into the communities. We have a unique experience called the ‘Kabawe Krawl,’ inspired by the traditional West Indian rum shops or “Kabawes.” Similar to European pubs, these spots offer a place to relax, chat about politics or sports and enjoy local culture. We have incorporated these into our visitor experiences by upgrading some Kabawes, allowing visitors to sit with locals, enjoy drinks, listen to folk music and engage in games like dominoes or cards. It’s an authentic St. Lucian experience, complete with a traditional one-pot meal. This shift focuses on connecting tourists with our communities, moving away from resort-based experiences. The trend is shifting towards our strengths and we are now seizing the opportunity to showcase them. For instance, this year’s Carnival was the biggest we have ever had, with a strong turnout from the diaspora, especially from Florida. Given Florida’s blend of Spanish and West Indian influences, along with its tropical lifestyle, it’s no surprise that Carnival in St. Lucia attracts so many. What’s unique about our Carnival is that it’s more than just the costume parade—considered the best in the Caribbean. It also features parties, boat rides and events, creating a lively atmosphere where visitors can experience several activities in a single day. It’s truly a spectacular time to be in St. Lucia. St. Lucia hosts the Caribbean’s leading music festival, the Jazz Festival, which has been running for over 30 years. Recently, we added an arts component, offering spoken word sessions and art exhibitions alongside world-class music. Earlier this month, we reintroduced our popular beach festival, drawing thousands from nearby Martinique. This year’s event was a success and we expect it to grow next year. Additionally, the Gros Islet Friday Night Street Party is a must-do, a vibrant celebration of life that locals and visitors alike cherish.

For us, it’s all about celebrating life—through music, food and our welcoming spirit. When speaking to operators and agents, I often say we don’t teach people to smile or be nice—it’s part of our natural West Indian hospitality, our St. Lucian spirit. We believe it’s important to preserve this authenticity. To do so, we ensure that local communities benefit from tourism. If people see hotels being built and tourists on their beaches without sharing in the benefits, it breeds resentment. We want everyone to feel invested in the country’s development and see how they can benefit, staying true to who they are. This mindset is key to sustaining the industry.

Saint Lucia recently earned a top-five ranking in the CBI Index 2024, highlighting its attractiveness among investors seeking alternative citizenship. The Saint Lucia Citizenship by Investment Program has become an important tool for attracting new visitors and investors, beyond the traditional tourist seeking sun, sea or a cruise destination. How is the government enriching its promotional strategies to position Saint Lucia as a year-round destination, appealing not just for tourism but also for business and lifestyle opportunities?

Our Citizenship by Investment Program is called “Beyond the Passport.” We offer citizenship through investment, but we want more than a transactional relationship. Your investment helps reduce debt and supports infrastructure development, providing significant value to the country. However, we aim for a deeper connection. We want you to truly engage with St. Lucia—not just hold a passport. We encourage you to invest, own a home and participate in our festivals like jazz, cricket and Carnival. “Beyond the Passport” has strengthened St. Lucia’s image and positioned us as a destination where you can be part of the country’s development.

As a premier destination—not the closest to Miami—Saint Lucia is a place U.S. tourists, investors, and digital nomads should discover and appreciate now and in the future. Given that the U.S. is a key market for Saint Lucia, can you discuss the evolution and future prospects of this market, particularly focusing on Florida and Miami’s outbound trends?

Miami, and Florida more broadly, are key to us, especially through our strong ties with Fort Lauderdale. With daily flights from Miami, it serves as a major gateway for visitors, particularly for honeymoons and weddings. We also want to position St. Lucia as an extension of Florida for investment and business opportunities. Much of our trade, including goods sourcing, comes from Miami, making it a central hub for us. We also launch our Carnival in Miami each October. Our consul general in Miami works to strengthen these connections, as Florida remains vital to St. Lucia’s growth.

On a personal note, what specific goal or dream do you hope to achieve in the next few years that would make you feel happy and proud of your leadership?

Although my background wasn’t in tourism, becoming Minister of Tourism has allowed me to see how we can leverage this key industry, which is the largest contributor to our GDP, to transform our country and empower our people. Tourism can either benefit outside interests or be used to create wealth and fuel national development. By sourcing more from local suppliers, hotels are driving economic benefits. What would make me happiest is seeing more locals participate in and own the tourism industry, as it is our main economic driver. With no oil, gas or minerals, our true asset is our tourism—sun, beauty and beaches—and we should benefit the most from it. I dream of my people benefiting more from the natural resources they have, using them to create wealth for national development. While investors should prosper, it’s essential that we, as a people, also benefit. I’m excited about our new community experiences, which allow visitors to feel part of our landscape, making us a more international society. More professionals are moving here, enriching our country. As we grow, there is room for everyone and those contributing to that growth are welcome. We need to embrace new citizens, digital nomads and create a modern St. Lucia. Our achievements—two Nobel laureates, Olympic gold medalist Julien Alfred—show the potential we have. Our increasingly cosmopolitan mindset will lead to more growth and improve the lives of our people.

What is your final message to the readers of Miami Herald?

The Caribbean is the best place to do business, vacation or live, but if you have to choose one island, come to St. Lucia. Its uniqueness comes from a rich blend of French, African and English influences that shape our culture. You will hear French Creole, see French-inspired food and meet people of African descent, all set against a stunning landscape. St. Lucia, called the ‘Helen of the West’ by early explorers, offers exceptional beauty—mountains, rivers and beaches in perfect balance. As an investor, the Invest Saint Lucia Agency provides seamless support, making it easy to succeed in our welcoming, opportunity-rich environment.