Page 130 - Powerlist 2020

POWERLIST SAINT LUCIA

T R A V E L S P E C I A L A TALE OF

TWO ISLANDS

aribbean-African trade relations witnessed an exciting a commitment to establish direct air travel links between
development in 2019, with the announcement that Africa and the Caribbean. The consensus appears to be that
CCARICOM, the intergovernmental organisation of it’s time for both sides to unite and engage with each other as
15 Caribbean states and territories, is set to deepen and members of a world family in a positive and constructive way.
formalise relationships with its African equivalent – the African So, as this union develops, the Powerlist turns the spotlight on
Union. This move will forge political, economic and social two popular Caribbean islands eager to broaden their tourism
cooperation between the governments and has already seen markets and welcome the African diaspora - firstly St Lucia.

Saint Lucia’s Minister Having established a diverse range
FROM THE of Tourism, Dominic of luxury accommodation, Saint
MOUTH Fedee, talks to Brenda Lucia is now focused on developing
OF THE Emmanus about future
MINISTER proofing tourism and local villages as part of your tourism
strategy. What is the ambition here?
how the African diaspora A majority of the islands have tourism
is part of the vision. enclaves and residential enclaves but
our ambition is to expose tourists to
What makes Saint Lucia such a unique more of our authentic culture. We
destination? need to take them deep, and get them
So many different things. When visitors entwined into what being a Saint Lucian
express why they chose the island as is all about. Our aim is to encourage
a high-end destination it generally visitors to live like a local so they can
boils down to the quality of service, new form of Soca Music which is hugely really appreciate how we live, eat, dance
the authenticity of the people and the popular among Caribbean people and and think. If we don’t evolve and create
fact that one small island can provide carnivals all over the world. It is a genre new initiatives, we become a bland
a wealth of experiences. How about a of music made famous by the Dennery destination. We want to make everyone
chocolate laboratory on the site of your Segment musicians and has made us a understand that tourism is everybody’s
hotel; a zipline that brings Champagne Soca destination in the Caribbean. business and the impact that it has on
to your table, or a mesmerising view of job creation and the economy. We want
the iconic Pitons thanks to the absence With dialogue in process between to encourage more Saint Lucians to get
of a fourth wall in your hotel suite. These African and Caribbean nations what involved in the tourism industry.
touches are just part of the story for are your feelings on attracting visitors
those seeking romance or adventure. from the diaspora?
The Caribbean has overlooked this ISLAND FACTS
In 2017, you launched the ambitious market over the years but we are Saint Lucia is the only country in the
Summer Festival building on the increasingly having conversations world named after a woman
island’s popular Carnival and annual about diaspora travel and its potential; The island changed hands between
Jazz Festival. How significant is arts and as tourism practitioners recognise the French and British 14 times
and culture as a seduction tool? its significance, they are turning their It has one of the world’s few
It is essential. The Summer Festival attention in this direction. drive-in volcanoes – the only one in
stimulates economic development by We have interests in common in the Caribbean
increasing tourism over a longer period how we want the rules of the world Famous fans include Oprah Winfrey
of time now that we have added a Blues to be shaped in terms of trade and and Gwyneth Paltrow
and Roots and Soul Festival to it. We international politics. One of the world’s best known
also have our Creole Heritage Month Our rhythm, our music, our taste – chocolatiers, Hotel Chocolat, has its
when we really get to celebrate our everything that we are has originated plantation on the island
history with its unique language, and from Africa and then shaped by our It is celebrating its 40th anniversary
the food and music that informs it. Caribbean existence. This is a hugely of independence this year
We are on a high, having invented a promising long-term prospect.

130 Powerlist 2020