Saint Lucia has launched a new marketing campaign to encourage travel to the “only country in the world named after a woman”.

The She is Saint Lucia…Let Her Inspire You campaign is part of promoting the Caribbean island nation during its phased reopening plan after Covid-19.

It has been spearheded by the Saint Lucia Tourism Authority, with the country’s Ministry of Tourism and government during phase one of the reopening, after borders were opened to international arrivals on June 4.

A 90-second video is targeting consumers will be reached through social media, digital marketing, and e-blasts and focusses on the country’s natural beauty.

It shows aerial visuals of the Piton mountains, ocean waves lapping on the shore and the country’s rainforest.

“As the world gradually reopens in the wake of Covid-19, travellers are beginning to seek holiday escapes,” said minister of tourism Dominic Fedee. “Our new tourism marketing campaign is an opportunity to highlight both our responsible reopening and the inspirational spirit of Saint Lucia, as we implement policy that allows us to coexist with Covid-19.

“Utilizing striking visuals and a message that illustrates how Saint Lucia can be a calm and relaxing harbour, ‘She is Saint Lucia…Let Her Inspire You’ gently reminds travellers that we offer the natural treasures and renowned culture that they seek.

“This is one stage of an overall plan to remind the world about our renowned beauty and the care Saint Lucia has taken in getting ready to carefully welcome visitors back with open arms. As we diligently work to jumpstart our hospitality industry and support our local citizens who depend on tourism for their livelihood, our efforts to build back our tourism industry will be ongoing.”