Is it just me, or does everyone know someone who has traveled to Saint Lucia recently?
The island in the East Caribbean stands out for its towering mountains, the Pitons; its lush interiors leading to dramatic waterfalls; and its postcard-worthy beaches surrounded by idyllic bays and luxury resorts. With direct flights from key cities in the U.S., Canada and U.K., incentive groups are increasingly taking notice.
According to Richard Moss, global sales director for Saint Lucia Tourism Authority, Saint Lucia is becoming a top choice for incentive groups with a variety of budgets and wants due to its easy access, varied offerings and ability to make their time on the island feel exclusive and special.
“What we’re seeing in the last six to 12 months is that we have been attracting a lot of small- and medium-size groups and that’s basically reflective of our inventory,” he said. “We have a lot more boutique properties that host incentive groups.”
Moss also noted that the destination is investing in its hotel inventory as its popularity grows and is set to welcome just over 2,000 new rooms by the end of 2025. This includes the A’ILA development at Mount Pimard, Rodney Bay, which is backed by a $1.3 billion investment—one of the largest in Saint Lucia’s tourism history. Phase One opens August 2025 with 139 rooms, including 65 operated by TheLifeCo, introducing the first Caribbean holistic wellness hotel. Upon full completion, the development will feature approximately 1,300 rooms including A’ILA Palm (family-friendly resort), A’ILA Cove (adults-only enclave), Blue Zone Avenue (sustainable lifestyle and retail hub) and Zenith Art & Conference Center, a 2,000-capacity venue that will strengthen the island’s meeting space offerings.
[Related: How Group Travel to the Caribbean Is Evolving]
Amid growing popularity, Caribbean islands often have to weigh the benefits of tourism with the potential environmental and social drawbacks. Fortunately, in Saint Lucia, Moss is seeing an increased interest from incentive groups in volunteering and a renewed commitment to corporate social responsibility practices.
“For example, we recently hosted a medical group for an incentive trip. They ensured that they had time out to go and paint in the community. We’re seeing groups become more immersed in communities and heritage—they want to leave something positive behind,” he said. “That really goes toward sustainability as well, because a lot of groups want to engage in some form of voluntourism, in keeping with their corporate social responsibility ethos.”
Unforgettable experiences, other-worldly terrains, a commitment to preserving local culture and embracing groups that want to leave a positive impact? This is what the future of incentive travel is all about, and it’s easy to find in Saint Lucia.
Where to Stay in Saint Lucia
High-end incentive groups will love Sugar Beach, A Viceroy Resort, nestled between the Pitons and on 100 acres of tropical rainforest with stunning views of the Caribbean Sea. Accommodations include beachfront bungalows, mountain cottages and private suites, and more than 5,000 square feet of meeting space is perfect for award banquets.
Where to Eat in Saint Lucia
Sample local bites at stalls throughout Castries Market, where you’ll find plates like the island’s national dish, green fig and saltfish (green bananas with seasoned salted cod), which has been a cornerstone of Saint Lucian cuisine for over 200 years. Its roots date back to the mid-19th century, when bananas were abundant and salted cod was imported as an affordable protein source.
Fun Activities in Saint Lucia
Outdoor adventure activities such as hiking, ziplining and snorkeling are popular mainstays. For a unique view of Saint Lucia, take a mural tour with DMCs Barefoot Holidays or Serenity Tours with local artist Naja Simeon where groups can learn about the stories behind the murals and the scenes depicted, and then end the excursion with a mural painting session of their own!
Read more meeting and event news in the Caribbean.
Taking Off is a column from the desk of Senior Content Director and resident destinations expert, Danielle LeBreck, which uncovers the destinations you haven't thought of for meetings or events, from under-the-radar locales to new neighborhoods you should know about. Read more Taking Off columns here.
