NEW YORK -- St. Lucia, known for its eye-popping Pitons, secluded
beaches and "Simply Beautiful" slogan, plans to redirect its
promotional emphasis toward its people, heritage and history.
Look for "far fewer beach shots but more images of daily life,
such as farmers roasting breadfruit in the villages, a family at a
cricket match or tourists enjoying the jazz festival," said Philip
Pierre, minister of tourism as well as commerce, investment and
consumer affairs.
"We have sun, sand and sea plus a rich mix of cultures, history,
events, attractions, sports and spas," Pierre said. "We know the
significance of putting St. Lucia in the context of the Caribbean
for visitors."
Although tourism "always takes a plunge during war," Pierre
said, St. Lucia aims to return this year's arrival figures to 2000
levels, which he called the island's "best year."
From October through December 2002, St. Lucia registered
double-digit increases from the New York area -- momentum that
carried over into the first quarter of this year.
However, shorter booking periods -- four to six weeks prior to
departure -- make it difficult for tourism officials to plan and
predict performance, according to Pierre.
Tourism accounts for more than 28% of St. Lucia's gross national
product, "so we must not allow tourists to be intimidated by world
events."
St. Lucia's postponement plan offers penalty-free itinerary
changes if visitors cancel or postpone their travel plans.
New developments include the launch of a St. Lucia Specialist
Program for travel agents later this year and the debut of an
interpretation center showcasing the island's history at La Place
Carenage near the cruise docks.