The Saint Lucia Tourism Authority (SLTA) has launched a campaign encouraging holidaymakers to visit this summer.
The Summer Saint Lucia Style campaign aims to dispel the notion that the island is purely a winter-sun destination and promote the activities and attractions tourists can access in the summer months.
Throughout the campaign, which runs to September 30, the SLTA aims to contact millions of consumers through social media and digital marketing platforms to entice them to visit.
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The SLTA has partnered with several UK tour operators, including Kuoni and Audley Travel, to create discounted packages for tourists visiting Saint Lucia in the summer.
Lorine Charles St-Jules, SLTA chief executive, said: “The Caribbean might be seen as a winter sun destination for some, but demand is growing for year-round visits to Saint Lucia.
“We wanted to make sure that travellers were aware just how special a summer holiday can be and that there are some enticing deals to be had.
“We have the perfect setting for summer with our stunning scenery, adventurous experiences and unique accommodation.”
To encourage agents to book Saint Lucia summer holidays, the authority is offering one agent a place on a fam trip to the island. To enter, agents must make a booking to Saint Lucia by September 30 and log it on the SLTA website.
Last month, the SLTA launched the Collection de Pépites marketing programme to support the 400-plus smaller accommodation properties in the destination.