Saint Lucia Tourism Authority Names New CEO

Lorine Charles-St. Jules has been named Chief Executive Officer (CEO) of the Saint Lucia Tourism Authority (SLTA). Charles-St. Jules took on her new role on Feb. 1.

She has over two decades of tourism and leadership experience, most recently as USA Account Manager for the Anguilla Tourist Board.

She has been CEO of global marketing agency PEAEYE7 Marketing International for five years, handling business development and luxury resort marketing throughout the Caribbean, the U.S. and Canada.

The CEO position brings Mrs. Charles-St. Jules back to her roots in Saint Lucia, where she previously held various executive positions at Saint Lucia Tourist Board for nine years including Director of Marketing, and Tourism Planning Officer for the Saint Lucia Ministry of Tourism for two years.

Thaddeus M. Antoine, Chairman of the Board of the Saint Lucia Tourism Authority, said: “It is with great pleasure that we welcome Mrs. Charles-St. Jules to the organization and we are in no doubt that her track record as a tourism professional will lead brand Saint Lucia along a sustained growth trajectory. Her diverse experience in tourism marketing, sales and strategy will contribute greatly to our mission,”

Commenting on her appointment, Charles-St. Jules said: “I consider it a distinct honor and a privilege to have been afforded the opportunity to contribute my professional experiences, resources and networks, in joining the esteemed leadership team at the Saint Lucia Tourism Authority. I aim to leverage the valuable expertise, insights and connections attained through my various private and public sector roles in our key tourism source markets, for the benefit of Saint Lucia as a tourism destination and a nation. This appointment brings me an added layer of personal fulfillment as it provides an avenue for me to give back to in a significant way to my homeland through our lifeblood industry of tourism.”

In bidding farewell to outgoing CEO, Beverly Nicholson-Doty, the SLTA Chairman said: “We thank Mrs. Nicholson-Doty for her stellar leadership and passion for development demonstrated over the past two and a half years. She led our brand through the most challenging time of the pandemic, of which Saint Lucia was recognized for eight major accolades in various niches. The fruit of her tenure is valued greatly, and now that she has chosen to move on, we wish her the very best in her future endeavours.”

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Posted in Appointments, COVID-19, Destinations, Tourism Organizations