Why community tourism is the way forward for Saint Lucia
Dr Ernest Hilaire, minister for tourism and deputy prime minister for Saint Lucia, tells TTG why his government has made it a priority to ensure that locals feel the maximum benefits of sharing their island with tourists.
Saint Lucia’s government is throwing its weight behind a community tourism model, with a heavy emphasis on islanders participating in and owning more of the tourism industry.
Dr Ernest Hilaire, deputy prime minister and minister for tourism, investment, creative industries, culture and information, who visited the UK last week to attend the annual Saint Lucia Showcase trade event, said his government was providing significant support through loans and grants to Saint Lucians to create tourism experiences.
He explained the government was keen to support entrepreneurial activities such as developing access to waterfalls, showcasing traditional activities of basket weaving, jam and pepper sauce making, and building amphitheatres in communities where tourists could enjoy performances of dance, music and drumming.
“For us community tourism is a very powerful concept,” he said. “One that empowers our people to be able to earn more, and creates livelihoods, but also means they have a stake in it.”
One of his government’s first actions, when they came to power in 2021, was to replace the previous government’s "more segregated" concept of village tourism with this stakeholder-led strategy.
He added: “We believe the tourism industry should incorporate all aspects of Saint Lucian life. We are not supportive of the all-inclusive concept. We don’t believe visitors should be confined to a resort or hotel.”
Increased rewards
It was crucial that Saint Lucians shared in the prosperity of the tourism industry, he explained, because if they felt like they were on the margins on the industry, that could build cynicism, distrust and resentment, which did not augur well for its economic sustainability.
There was more to the strategy than simply discouraging islanders from leaving Saint Lucia for better financial incentives elsewhere – it was about better service levels, he said.
“It’s part of our nature to invite people to enjoy our island and to be hospitable. But as well as having reasonable salaries, workers need to know that their hotel or tourism business is taking an interest in them, their skills and training. If people feel resentment, it takes away the smiles and the sincerity. We believe our policies can help retain who we are, because our service levels are at their highest when our people see the tourism industry as something they can benefit from.”
Examples of community tourism initiatives include a Shop Local Guide that informs visitors where to find independent shops and vendors offering locally-made products, such as hand-made crafts, artwork, natural remedies and food products.
Island capital Castries also now has a Farmhers’ market, which takes place on the last Saturday of every month. The market is organised by Helen’s Daughters, a non-profit organisation that works at grassroots level providing training and mentorship to rural women farmers. The women come to the market to sell a wide range of crafts and organic goods such as sea moss gels and cocoa tea, made with cocoa sticks, milk and spices.
Respect for the environment
Another key policy of this current Saint Lucia government focuses on the environmental sustainability of the industry.
Dr Hilaire said: “We have beautiful beaches, mountains and rivers, hiking trails and lots of adventure options. We think the island should be enjoyed in its totality but in so doing there is a respect for the environment and the impact we have on the environment.”
A draft tourism bill is on the cusp of being made law, he explained, which will require hotel investors to take into account issues of environmental sustainability, such as clean energy, saving rainwater and waste management. Developers who adopt greener practices will get more concessions and incentives from the government than those who don’t.
He said: “Under the legislation we will be providing sustainable development certificates so developers can advertise that they adhere to the principles outlined by the government. For us that is fundamental and in the next couple of months this bill will become law."
One hotel under development that he declined to name had agreed a partnership with a local farmers’ cooperative for the supply of all its local produce, while another has developed a relationship with local fishermen, and guests were able to witness the chef choosing the fish every evening from the supply boat.
He concluded: “We take this seriously. It’s a positive sum game. If it’s not structured properly, for every dollar that comes in, most of it goes back out, but that’s not sustainable.
“We have to find a way that a significant part of that dollar actually circulates and empowers people to create better livelihoods for themselves. The whole country is the better for it, people are smiling, they have jobs, and the guests that come have better experiences, because they see that’s what matters to us.”
Dr Hilaire also reported that forward bookings were looking “strong” with total arrivals for the year ending July 2023 sitting at 90% when compared with 2019, which was a record year for Saint Lucia.
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