TORONTO — The Saint Lucia Tourism Authority has appointed Lorine Charles-St. Jules as its new CEO, effective immediately.

Bringing with her more than two decades of tourism and leadership experience, Charles-St. Jules will be responsible for the overall management of the organization, including overseeing the development of marketing and destination services and general administration.

She most recently served as USA Account Manager for the Anguilla Tourist Board, and also previously served as CEO of global marketing agency PEAEYE7 Marketing International for five years where she handled business development and luxury resort marketing throughout the Caribbean, the United States and Canada.

Her new role as CEO brings Charles-St. Jules back to Saint Lucia, where she held various executive positions at the Saint Lucia Tourist Board for nine years, including a position as Director of Marketing and Tourism Planning Officer for the Saint Lucia Ministry of Tourism for two years.

“I consider it a distinct honour and privilege to be able to contribute my professional experiences, resources and networks, in joining the esteemed leadership team at the Saint Lucia Tourism Authority,” said Charles-St. Jules. “I aim to leverage the valuable expertise, insights and connections attained through my various private and public sector roles in our key tourism source markets to benefit Saint Lucia as a tourism destination and a nation.”

Thaddeus M. Antoine, Chairman of the Board of the Saint Lucia Tourism Authority, added: “It is with great pleasure that we welcome Mrs. Charles-St. Jules to the organization, and we are in no doubt that her track record as a tourism professional will lead brand Saint Lucia along a sustained growth trajectory.”

Charles-St. Jules takes over the reins from outgoing CEO Beverly Nicholson-Doty, who held the role for the past two and a half years.