The Saint Lucia Tourism Authority (SLTA) has won Most Innovative Tourism Campaign at the Global Tourism Forum in Brussels, with the award presented on November 9 to Chief Executive Officer Louis Lewis and Director of Global Marketing Dexter Percil.

The award recognises Come to Your Senses, the Authority’s integrated marketing campaign showcasing Saint Lucia’s natural beauty, culture, romance, adventure and wellness experiences in addition to the traditional sun, sea and sand.

Drawing on the island’s distinctive sensory experiences, from the iconic Pitons and cascading waterfalls to its Creole cuisine, lush tropical landscapes and volcanic mud baths, Come to Your Senses uses immersive storytelling and prominent digital placements across all major social media platforms to establish an emotional connection with prospective visitors. The campaign leverages the latest digital technologies, including the strategic use of Artificial Intelligence (AI), to enhance content development, audience targeting, engagement and overall campaign reach. Launched in 2025, the campaign has evolved through successive seasonal iterations, incorporating both digital and static advertising formats to maintain visibility, inspire travel consideration and position Saint Lucia as a destination offering experiences for every personality and interest.

Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Hon. Dr. Ernest Hilaire, remarked; “International recognition of this nature reinforces the importance of continued investment in how we market and position Saint Lucia globally. Our tourism industry has much to offer, and achievements such as this demonstrate our ability to compete, innovate and capture the attention of travellers worldwide. We remain committed to strengthening the sector, expanding opportunities for our tourism stakeholders and ensuring that the benefits of tourism continue to reach our people and communities.”

Adding to the regional significance of this achievement, Saint Lucia and Guyana were the only two Caribbean destinations represented among the Caribbean Tourism Organization (CTO) member countries. Guyana also earned recognition, taking home the Best Emerging Market award.

Chief Executive Officer of the Saint Lucia Tourism Authority, Louis Lewis added; “This recognition is a testament to the strategic direction and vision of the Saint Lucia Tourism Authority, and our commitment to fulfilling our mandate of building Saint Lucia as a leading global tourism brand. It affirms that our efforts to innovate, strengthen our international positioning and tell the Saint Lucia story in compelling ways are delivering results. We are proud of what the team has accomplished and remain focused on advancing our vision for the destination.”

The initiative has contributed to significant growth across key source markets, reinforcing the value of experience-led destination marketing. The latest iteration broadens this reach further, with market-ready messaging and creative assets for international audiences, including the United States, Canada, the United Kingdom, France, Germany, Latin America and Asia, among other regions. This approach allows the Authority to maintain a unified global campaign while engaging diverse audiences with relevant experiences.

Dexter Percil, Director of Global Marketing, highlighted the thinking behind the campaign and its evolution, stating; “The beauty of Come to Your Senses is that it brings to life the many ways people can experience Saint Lucia. From romance and adventure to wellness, culture and cuisine, our destination offers something for every personality and interest. We aim to showcase the richness of our tourism product, inspiring visitors to discover experiences that resonate with them while reinforcing Saint Lucia’s appeal as a year-round destination. There is tremendous excitement within the team to see this creative approach to destination marketing recognised on the international stage.”

The Global Tourism Forum recognises excellence and innovation across the global tourism industry through its awards programme. This latest accolade contributes to Saint Lucia’s 43 international awards and recognition in recent weeks, spanning travel, romance, wellness, adventure, accommodation, MICE offerings, and festivals and culture, highlighting the diversity of the island’s tourism offering.

Explore the Winter 2026 Come to Your Senses campaign:

https://stlucia.org/en/visit-saint-lucia/come-to-your-senses/