𝐂𝐞𝐥𝐞𝐛𝐫𝐚𝐭𝐢𝐧𝐠 𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐬𝐭𝐚𝐥𝐰𝐚𝐫𝐭𝐬: 𝐄𝐬𝐦𝐞𝐫𝐚𝐥𝐝𝐚 ‘𝐄𝐬𝐦𝐚𝐲’ 𝐅𝐥𝐞𝐭𝐜𝐡𝐞𝐫

During its 60th Anniversary Annual General Meeting on February 28th, 2024, the SLHTA recognized tourism pioneer Esmeralda ‘Esmay’ Fletcher.

Fletcher and her husband James Fletcher Sr, started Fletcher’s Garage as a taxi service and car rental company in the early 1960s. The company evolved from Fletcher’s Garage into Fletcher’s Touring Company, a full-fledged charter bus company, which began with a left-hand-drive ten-seater bus, and grew to approximately 18 buses, with the addition of several Nissan Civilian and Toyota Coaster 25-seater buses.

From the 1970s to the 1990s, Fletcher’s Touring Company was the premier and largest charter bus company on the island providing transportation services to all the major cruise ships, through Cox & Company, Minvielle & Chastanet, now Foster & Ince, Carib Touring , St. Lucia Reps and Barefoot Holidays. She provided transportation for the Holiday Inn Hotel, and for the early major Tour Operators like Elkin Holidays, Wardair and Suntours. It was also the bus and taxi service of choice for local weddings, funerals and tours. While her husband managed the drivers and the fleet of buses, until his passing in 1986, Esmay cultivated client relationships, marketed the company and handled the transportation logistics and finances of the business. When her husband passed in December 1986, she took over the management of the drivers and the fleet of buses.

She led by example. In the 1960s and 1970s, she accompanied her buses to Hewanorra Airport and for hotel pick-ups to ensure that everything ran smoothly. She was meticulous, punctual, dependable, and courteous. Qualities that she instilled in all her drivers.

Her day began at 3AM. Utilizing only a notebook and pen, she worked out the number of buses required by the various operators, ships and hotels. She ensured equity for the bus owners that she sub-contracted. Many of the present transportation service providers owe their start to her as she supported, encouraged, advised and passed on business to them.

Throughout the many years of operation, her team of drivers were courteous and meticulous. Fletcher’s Touring made a significant contribution to the growth and development of the industry that we celebrate today.

The company scaled down its operations after 2005, but Mrs. Esmay Fletcher continued to manage all aspects of Fletcher’s Touring Company until her illness in July of 2022.

Mrs. Fletcher passed on 8 March 2023 at the age of 94 years.

Her grandson Mervin Ermay received the award on her behalf.