TORONTO — The board of directors of the Saint Lucia Tourism Authority (SLTA) has named Louis Lewis as CEO.

Lewis previously served as CEO and Director of Tourism at the Saint Lucia Tourist Board for a nine-year period before its rebranding to SLTA in 2017.

In his earlier roles, Lewis strengthened the organization’s brand, increased airlift, and boosted demand for Saint Lucia, while also giving the Saint Lucia Jazz & Arts Festival a higher profile with travellers.

Most recently he was with Tobago Tourism Agency Limited, where he was CEO for five years.

Now Lewis will oversee all aspects of the SLTA, which has been the destination’s lead marketing agency since 2017. His leadership aims to position Saint Lucia as the preferred choice for high-net-worth travellers, eco-tourism enthusiasts, and adventure seekers while promoting the island in both traditional and emerging markets.

“I am honored to lead the esteemed Saint Lucia Tourism Authority. This position allows me to return to my roots, and I am eager to bring my professional experience, resources, and networks to a dynamic team,” said Lewis.

He added that his focus is on deepening STLA’s connection to the tourism trade, enhancing Saint Lucia’s appeal as a destination and enriching the visitor experience.

“This appointment offers me a deep sense of personal fulfillment, as it enables me to give back to my homeland through the vital industry of tourism. Together, we can turn challenges into opportunities and continue to elevate Saint Lucia’s standing as a premier global destination,” he said.

SLTA Chairman Thaddeus M. Antoine said his team is excited to welcome Lewis back to the helm. “His extensive experience and proven track record make him the ideal leader for our next phase of tourism development. We are confident in his ability to navigate the challenges and opportunities that lie ahead,” said Antoine.

Antoine also expressed gratitude to SLTA’s former CEO, Lorine Charles-St. Jules, for her contributions. Under her leadership, the SLTA successfully navigated a challenging recovery period during the pandemic, securing 13 major awards for the destination. She revamped the diaspora marketing strategy with the Lucian Links Program and enhanced the island’s marketing by integrating more cultural elements.