Wednesday, June 4, 2025
Saint Lucia is gearing up to make a significant impact at Caribbean Week 2025, taking place from June 1st to 5th under the auspices of the Caribbean Tourism Organization (CTO). This year’s event marks an important platform for the island nation to assert its growing presence as a vibrant cultural hub and an emerging economic force within the Caribbean and beyond.
Guided by the visionary leadership of Honourable Dr. Ernest Hilaire, Minister of Tourism, Investment, Creative Industries, Culture and Information, the Saint Lucia delegation is set to elevate the island’s global profile through strategic partnerships, innovative marketing, and cultural diplomacy.
Accompanying Minister Hilaire are key figures including Louis Lewis, CEO of the Saint Lucia Tourism Authority (SLTA), and Dexter Percil, Director of Global Marketing, along with dedicated members of the PR and Marketing teams. Together, they are focused on leveraging Caribbean Week as a springboard for expanding Saint Lucia’s international visibility and reinforcing the island’s reputation as a leading destination for culture-driven tourism and creative industry growth.
Strengthening Global Partnerships: The New York Yankees Collaboration
One of the cornerstone highlights of Saint Lucia’s participation in Caribbean Week 2025 is the continuation of its strategic partnership with the New York Yankees baseball franchise. This marks the second consecutive year that Saint Lucia will engage in a dynamic branding campaign at the iconic Yankee Stadium, a venue with global reach and tremendous visibility.
On June 3rd, during the Yankees’ game against the Cleveland Guardians at Yankee Stadium in the Bronx, Saint Lucia’s branding will be prominently displayed both in the stadium and through various broadcast platforms, including TBS, YES Network, and CLEG. The game, scheduled to start at 7:05 PM Eastern Time (ET), provides an invaluable marketing opportunity to reach tens of thousands of fans on-site as well as millions of viewers worldwide.
Through a mix of digital and static branding, Saint Lucia’s vibrant culture, tourism attractions, and economic potential will be spotlighted, reinforcing the island’s image as a premier Caribbean destination. This initiative aligns with government policies to deepen Saint Lucia’s global ties and amplify its cultural diplomacy efforts.
Celebrating Saint Lucia’s Rich Cultural Heritage
The island’s cultural showcase at Caribbean Week 2025 will be headlined by renowned Saint Lucian Dennery Segment and Soca artists Lashley “Motto” Winter and Teddyson John. These celebrated musicians will perform on June 5th, delivering a vibrant cultural experience that captures the spirit and soul of Saint Lucia.
Following the showcase, the artists will also headline a Saint Lucia Diaspora event on June 6th, further connecting the island’s culture with its global diaspora community. Their performances go beyond entertainment—they serve as cultural ambassadorship, embodying Saint Lucia’s rich heritage and contemporary creative vitality.
The presence of such iconic artists at Caribbean Week reflects the island’s commitment to nurturing its creative sector as an integral component of economic development and international cultural diplomacy.
Driving Economic Growth Through the Orange Economy
Saint Lucia’s approach to economic development increasingly centers on the “Orange Economy,” a term that encompasses the creative industries such as music, arts, cultural heritage, and entertainment. Louis Lewis, CEO of the SLTA, highlighted the significant role of the creative economy in boosting tourism and generating employment opportunities.
Lewis underscored the success of the recent Saint Lucia Jazz & Arts Festival, which saw a 30% increase in attendance, as a clear indication of the growing influence and monetization of the island’s creative sector. This increase demonstrates how cultural capital can be effectively harnessed to fuel sustainable tourism growth and diversify the economy.
During Caribbean Week, Louis Lewis and artist Motto will engage in a panel discussion exploring Saint Lucia’s innovative strategies for integrating the Orange Economy into broader economic and tourism development plans. This discourse aims to inspire collaboration, investment, and policy frameworks that support creative industries as key drivers of inclusive economic growth.
Government Commitment to Sustainable and Inclusive Growth
Honourable Dr. Ernest Hilaire emphasized that Saint Lucia’s participation at Caribbean Week is not merely promotional but deeply strategic. “Saint Lucia’s presence at Caribbean Week is guided by a deliberate government policy agenda to deepen our global ties, promote cultural diplomacy, and position our creative and tourism sectors as drivers of sustainable, inclusive growth,” he stated.
Dr. Hilaire’s vision reflects the government’s commitment to balancing economic development with cultural preservation and environmental sustainability. This approach aligns with regional and international objectives, such as those promoted by the Caribbean Tourism Organization and supported by frameworks from Saint Lucia’s Ministry of Tourism and related governmental bodies.
The Ministry of Tourism’s official website details ongoing initiatives to enhance tourism competitiveness, promote cultural industries, and ensure that growth benefits all sectors of society, from local artisans to international investors.
Enhancing Regional Collaboration and International Visibility
Caribbean Week 2025 presents a unique opportunity for Saint Lucia to deepen regional partnerships within the Caribbean Community (CARICOM) and beyond. Through its active participation, the island is fostering cooperation on tourism innovation, cultural exchanges, and investment promotion.
Saint Lucia’s engagement at this event supports the CTO’s broader mission to strengthen the Caribbean’s voice in the global tourism marketplace and encourage sustainable development. By amplifying Saint Lucia’s story, the island enhances its appeal to diverse markets while reinforcing regional unity.
The strategic timing of Caribbean Week, combined with Saint Lucia’s multifaceted participation—from high-profile sporting events to cultural showcases and policy dialogues—illustrates the island’s comprehensive approach to positioning itself as a culturally rich and economically dynamic destination.
