World Tourism Day 2026 Message by SLHTA President Erwin Louisy

On this World Tourism Day, I extend heartfelt appreciation to our tourism professionals across Saint Lucia, whose commitment carries our industry forward. From those who interact with visitors daily to those working behind the scenes, their collective efforts help keep our industry strong and successful.

This year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” invites us to look at how technology is changing the way we work, connect with visitors and deliver experiences. As UN Tourism has emphasised, technology and artificial intelligence must serve people first, with innovation supported by education, skills development and responsible adoption. For an industry built on people and personal connections, embracing these changes will require us to find the right balance between innovation and the warmth of Saint Lucian hospitality.

Across the Caribbean, we are seeing practical steps being taken to help the industry navigate this changing landscape. The Caribbean Hotel and Tourism Association’s Artificial Intelligence Transformation Guide for Caribbean Tourism, now in its third edition, reflects an ongoing commitment to helping businesses integrate AI responsibly while preparing and empowering their people for the changes ahead. Preparing for change also means strengthening the skills and practices that help our businesses adapt, which remains an important part of the SLHTA’s ongoing training and development efforts. In October, the SLHTA will host a webinar in collaboration with DeVry University focused on project management, exploring practical tools and best practices to improve planning, communication and execution while reducing operational stress.

There is much to be encouraged by as we look at the direction of our industry. Just recently, Saint Lucia was named the No. 1 Island on Expedia’s 2026 Hot List, and the Saint Lucia Jazz & Arts Festival was named Music Festival of the Year at the 2026 Caribbean Music Awards. We’re equally excited about what’s ahead, including the island’s new underwater sculpture park, one of several projects adding fresh energy to Saint Lucia’s tourism offering.

As the leading private-sector tourism agency in Saint Lucia, the SLHTA remains committed to doing its part in advancing tourism and national development. Through the Tourism Enhancement Fund, we will also continue to invest in initiatives that extend the benefits of tourism into communities and ensure that more people can share in the opportunities created by the sector.

As we look ahead, let us continue working together to embrace new opportunities and shape a tourism industry that continues to benefit Saint Lucia and its people.

Happy World Tourism Day!

Erwin Louisy
SLHTA President