Saint Lucia has been celebrating the success of the Caribbean’s first community tourism agency. Earlier this month, the destination held its annual Saint Lucia Showcase in the UK, with various hotel partners represented, and for the first time, Dahlia Guard, the chief executive of the Community Tourism Agency, was also present.
The island’s Community Tourism Agency was set up by the government around three years ago. Guard told TTG the agency’s first year had been about set-up and staffing, in its second year the focus had been on a PR campaign to motivate Saint Lucians about the opportunities the agency presented, and now in its third year, product development was in full swing.
Almost 300 Saint Lucian businesses have received some sort of support so far, with assistance ranging from the financial to the practical. Guard said: “A lot of our clients cry when they get to cut the ribbon [on their tourism business] because they never thought it was something they could achieve and the joy on their faces says it all.”
From Kayak on the Bay (which visits a sea moss farm) to Eastern Exotic ATV Tours, the agency has been helping Saint Lucians to develop their ideas into viable tourism businesses. When it comes to a parish like Choiseul with a long tradition of Indigenous crafting, the agency has helped the community provide an authentic visitor experience.
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“This is not about giving Saint Lucians jobs in the tourism sector,” Guard explained. “This is about bringing to life a government vision for a tourism industry that’s inclusive, one that is more sustainable because the economic and social benefits feed directly to the communities.”
“And when Saint Lucians have the opportunity to earn a living from their assets, they are more interested in protecting and preserving that industry and our beautiful island with all their might.”
“It also fits the prevailing trend,” she added, “that travellers want more immersive experiences and to connect with locals. And because we have this agency in place, providing structure and commitment, it shows we are serious about this.”
The financial support available is one-third government grant and two-thirds loan, with a relatively low interest rate, and grants have been paid to at least 20 businesses so far. Business owners are also entitled to duty free concessions and tax reliefs from the government, and the agency covers public liability insurance for all its clients.
“Why do I stress public liability?” said Guard. “It’s very important to the industry. It means if something were to happen, the business is covered. Many hotel concierges and cruise lines will not book excursions without this cover, and the cost can be exorbitant for a small business.”
Training is also a key part of the agency’s remit, with a six-week introduction to sustainable tourism available for all partners as well as more specialist training.
Currently, agents and their clients should contact these tourism businesses via their individual websites and social pages for more information and to book, but Guard said the plan is to launch an e-commerce platform for the Community Tourism Agency at World Travel Market in November.
“We will have a platform, which lists all our clients and all our experiences, and this will allow agents and consumers to choose from a range of different adventures for a Saint Lucia itinerary.”
