Saint Lucia is rugged, refined and ready to boost its MICE capabilities

# tags: Meetings Industry , Destinations

Mentioning “Saint Lucia” evokes enchanting imagery of palm-fringed, powdery white-sandy beaches nestled against a backdrop of tropical foliage and expansive azure skies.

For those fortunate enough to set foot on this Caribbean Island, the reality is exactly that, and plenty more besides, courtesy of a diverse and unique landscape.

Delving into and beyond the picture-postcard coastline, lies a plethora of experiences, which is rich in nature, history, culture, wellness, and thrilling adventures, all of which is positioning the island as a burgeoning hub for the MICE industry, both in the Caribbean and far beyond.

This environment continues to catch the attention of global meeting, incentive and event planners, particularly those seeking to impress discerning clients in search of that elusive ‘X-factor’ to reward, spark inspiration, and celebrate. To continue this positive momentum, Saint Lucia Tourism Authority recently invited a selection of senior MICE planners from the UK/ EU to see and experience the island, its resorts and some of its main incentives first-hand.

An island of distinction

In the arrivals hall of Hewanorra International Airport, a billboard celebrating Julien Alfred's historic 100m sprint victory at the 2024 Paris Olympics hinted at Saint Lucia’stapestry of achievements and legacies; for an island of just 238 square miles with a mere 180,000 residents, it hosts a celebrated annual Jazz Festival and Carnival, boasts two Nobel Laureates, Sir Arthur Lewis and Sir Derek Walcott, giving it an extraordinary distinction of producing more Nobel winners per capita than any other nation.

The island also celebrates its cricketing heritage with a stadium named after Daren Sammy, the first Saint Lucian cricketer to play for and captain the West Indies. Add to this the beguiling charm of an UNESCO World Heritage site – ‘The Pitons Mountains’ – and it builds an interwoven picture of a destination that is as accomplished as it is beautiful. Plenty of fertile breeding ground for creative, innovative and leading decision-makers to tap into.

A canvas for inspired meetings and incentives

For incentive planners aiming to impress clients from the get-go, there are multiple transport options from the airport to the resort, either by helicopter or motor yacht, straight to the resort. Our driver traversed the island’s winding roads from south to north, cutting through the lush tropical vegetation and mountainous terrain, shaped by the Islands' volcanic origins in the Lesser Antilles.

Saint Lucia showcased to us a variety of resort brands eager to expand their MICE markets. Our group stayed at two exceptional resorts and visited several others. Initially, I presumed these all-inclusive resorts might feel similar, but we soon discovered each has its distinct charm that can appeal to diverse MICE clients.

Exploring the island's western coastline clearly sparked inspiration amongst our group. Options included renting Windjammer Landing’s 4-bedroom presidential villa, delivering exclusivity with outstanding views or hosting an evening at the champagne lounge beside StolenTime Resort’s alfresco restaurant on Malabar Beach. While many resorts cater to small upscale groups, Royalton St. Lucia stands out with a Convention Centre housing a ballroom for 700, making it perfect for larger events or sports teams.

Another unique collection of venues is at the Landings Resort & Spa, where we spent our first night. This 5-star resort, near the historical ‘Pigeon Hill’, offers captivating spots for events amidst the island’s colonial ruins or upon manicured lawns moments from Landings waterfront bistro. We enjoyed spacious, luxurious apartments with balconies and Jacuzzis overlooking the resort’s private marina.

For the following four nights, the newly opened Secrets St. Lucia Resort & Spa, located near Rodney Bay and Castries was to be our base. This luxurious adults-only resort features 355 rooms, suites and a ‘Preferred Club’ with special amenities, including a dedicated check-in and private lounge. The suites have broad balconies offering picturesque views, leading the eye along the arching beach to their a-la-carte ‘Morgan’s Pier’ restaurant, perfect for group dining, whilst drinking-in the mellowing sunset vistas; just one example of several high-end eateries.

Moments from the entrance to the Secrets resort and a ‘Creole food-making experience’ awaited us. Organised by Barefoot Holidays, the Greenwood Terrace Heritage Experience, offered us a guided walk through the ‘kitchen garden’ of this elegant former home. Using local ingredients, we created a three-course Saint Lucian menu under the guidance of a master chef.

"Secrets St. Lucia has great rooms, a stunning beach great access for Rodney Bay and the Gros Islet Friday Night party; also, one of the best for groups is the Windjammer Landings Resort which has a wonderful vibe, lovely location, newly refurbished rooms which is a plus - though some clients might find the hillside villas a little more demanding" said Angela Shuttleworth, First Event.

Creating a lasting impression

In Saint Lucia, a few extraordinary resorts, like Jade Mountain and Sugar Beach Resort by Viceroy, stand-out for those who seek luxury without limits. Locals frequently mention these paradises, celebrating their close connection to the UNESCO World Heritage site of the Petit and Gros Pitons.

“My clients look for privacy and something ‘super special’. These types of resorts are rare, unique and offer personal services to the very highest quality, this is what I search for” commented Marek Wojciechowski, ATP Activity.

A highlight of our trip was the exhilarating journey to Anse Chastanet Beach and Sugar Bay. No itinerary is complete without a venture onto the island's cobalt waters. Our coastal adventure began on a deep-sea fishing yacht, which allowed us to dive into the clear waters for a glimpse of vibrant marine life.

Transitioning to a speedboat, we zipped across the waves, taking in the island’s dramatic cliffs and palm-fringed beaches. The playful splash of flying fish captured our attention, but the true marvel awaited just beyond the headlands – the Pitons – this duo of mountains were rising majestically as we inched ever closer.

Encapsulating Saint Lucia’s nature in every sense are the “Pitons”. These grand volcanic edifices appear to thrust-up from the sea and look like they have been painted into the landscape, such is their classic pyramidal-form. In fact, many an artist has captured their beauty on canvas and they feature on the national flag.

Unless you are in a helicopter or boat, the best way to enjoy the complete sweep of the Pitons Mountains is from Jade Mountain Resort, perched on a cliff-face floating above the dense vegetation and Anse Chastanet’s 600-acre beachfront estate. It is as bespoke, unique and architecturally innovative as one could wish for, making every guest feel VVIP. Multi-coloured glass art leads the eye to the ends of the brickwork, softening the graduated terraces, within which live just 29 suites, incorporating infinity pools and partially open to the elements making the most of that ‘UNESCO’ view. As does their Jade Mountain Club, where the finest Caribbean cuisine is served; the upper level may well be the ultimate cocktail reception venue on the island.

Much different but no less impressive is Sugar Beach Resort by Viceroy, another privately owned and visionary destination, which has preserved yet transformed the former 18th century Jalousie sugar plantation into a haven of sublime luxury. The main estate building is full of beautiful restaurants and art work, some only to be found in international galleries. Here, there is plenty of space for events; think woven-wicker seats running along verandas, which let guests spill-out from several fine dining areas. Across its 100-acres of rainforest and pristine beachfront are bungalows, mountain cottages and private villas all protected and sitting between the ‘Pitons’ volcanic rock formations. The rainforest spa is a sanctuary of tree houses and water pools. It is a place where the global ‘A’ list come to relax or indeed buy-out, so there is plenty of scope for ‘meetings and events’ for the C-suite leaders of multinationals.

Incentives intertwined with nature

What truly defines Saint Lucia is the fusion of beachfront luxury resorts and the island’s stunning natural landscape, setting it apart from many other destinations.

The fishing village of Soufrière, once the Island’s French capital on the south-western coast, served as our gateway to natural wonders like the Pitons, sulphur springs, beautiful waterfalls, botanical gardens, dive sites, cocoa plantations, and nature trails with a zipline experience through the canopy of the rainforest, all creating compelling active-adventure incentives.

We explored the Rabot Estate, home to Hotel Chocolat, a sustainable luxury property surrounded by a 140-acre cocoa farm. Here, we enjoyed a fascinating "Tree-to-Bar" experience, which involved picking cacao pods, grinding nibs, and crafting our very own chocolate bars, surrounded by lush rainforest trails.

Just a short drive away, the ‘Qualibou Volcano’ beckoned with its steaming, bubbling sulphur mud pools. Though classified as dormant since its last eruption in 1766, the volcano's geothermal activity continues to be monitored, adding an exhilarating thrill as we bathed in the warm, sulphur-rich waters.

Even the mighty Pitons can be summitted, with the ‘Petit Piton’ awaiting the more advanced hiker and climber, whilst ‘Gros Piton’ will be a challenge most can accomplish. The reward is quite simple, it is the kudos you have conquered Saint Lucia's volcanic spires, the island’s only UNESCO world heritage.

The future

The consensus amongst our group of event planners was how authentically warm Saint Lucians are, how the Islands idyllic beaches and resorts, rainforests and Pitons Mountains can combine to deliver high-end, smaller group luxury incentives, a sector Saint Lucia is and should continue to fully focus their energies on.

As experts in their field, the group also felt that the topography was not conducive for larger groups and the current incentive portfolio still has scope for refinement, but that said the Island must always be in the mix as a contending destination for their stable of clients.

David Reay-Scott, Blue Ice Event Management added: “Having successfully placed business in Sugar Beach, Jade Mountain, Ladera and other top resorts, I recognize that the Island has everything to meet the needs of my corporate and UHNW clients. However, with rapid industry changes, there's always room for improvement, especially with infrastructure and innovation to stay one-step ahead of the game”.

Representatives of the Saint Lucia Tourist Authority did mention that this transformation is already underway, with a round-the-island trail and trek being devised and ambitious developments like A’ila Resorts’ $1.3 billion project in Rodney Bay, featuring the ‘Zenith Art & Conference Centre’ capable of accommodating up to 2,000 guests and set to open in 2027.

When one considers the size of Saint Lucia, we can only agree with Dexter Percil, Head of Marketing - Saint Lucia Tourist Authority: “This island continues to punch above its weight”!

For more information go to: https://www.stlucia.org/en_UK/meetings-incentives

Photos: Ramy Salameh and Saint Lucia Tourist Authority