[CASTRIES, Saint Lucia] – The Board of Directors of the Saint Lucia Tourism Authority has appointed Ms. Lorine Charles-St. Jules as Chief Executive Officer (CEO), from February 1, 2022.
With over two decades of tourism and leadership experience, Ms. Charles-St. Jules has achieved significant success in the hospitality industry. Most recently, he held the position of US Account Manager for the Anguilla Tourism Board. She was CEO of global marketing agency PEAEYE7 Marketing International for five years. St. Jules has handled business development and marketing for luxury resorts in the Caribbean, United States and Canada.
Mrs Charles-St. Jules has deep expertise in defining and executing business strategies across many facets of the tourism industry. Including destination marketing, development of sales programs for luxury resorts and global travel business management. An award-winning strategic thinker, she is an accomplished sales leader, research consultant for the Organization of American States. Also, lecturer and adjunct lecturer at Monroe College in New York and the University of New Haven, Connecticut.
Back to its roots
The position of CEO brings Ms. Charles-St. Jules returns to his roots in St. LUCIAwhere she previously held various management positions with the Saint Lucia Tourism Board for nine years, including Marketing Manager and Head of Tourism Planning for the Saint Lucia Department of Tourism for two years.
“It is with great pleasure that we welcome Ms. Charles-St. Jules to the organization and we have no doubt that her track record as a tourism professional will lead the Saint Lucia brand on a path of sustained growth. His diverse experience in tourism marketing, sales and strategy will greatly contribute to our mission,” said Mr. Thaddeus M. Antoine, Chairman of the Board of the Saint Lucia Tourism Authority.
“I consider it an honor and a privilege to have had the opportunity to contribute my professional experiences, my resources and my networks, by joining the esteemed management team of the Sainte-Marie Tourism Authority. Lucy. My goal is to leverage the valuable expertise, knowledge and relationships gained through my various roles in the private and public sectors in our primary tourism source markets, for the benefit of Saint Lucia as a tourism destination and nation. . This appointment brings me an extra layer of personal fulfillment as it gives me the opportunity to continue to give back in a meaningful way to my homeland through our vital tourism industry,” shared Ms. Charles-St. Jules.
Farewell to the outgoing CEO
In bidding farewell to outgoing CEO, Beverly Nicholson-Doty, the SLTA President remarked: “We thank Ms. Nicholson-Doty for her outstanding leadership and demonstrated passion for development over the past two and a half years. She led our brand through the toughest time of the pandemic. Even better, Saint Lucia has been recognized for eight major accolades in various niches. The fruit of her tenure is much appreciated, and now that she has chosen to move on, we wish her the best in her future endeavours.
Mrs Charles-St. Jules graduated from the University of Strathclyde in Scotland, with a Masters in International Tourism Development and Sustainability. She also holds a Graduate Certificate in Digital Marketing from Cornell University and a Bachelor of Science in Management and Tourism from the University of the West Indies.
The CEO will be responsible for the overall management of the Saint Lucia Tourism Authority, including overseeing the development of the Authority’s marketing and destination services, and general administration. Enacted in August 2017 and serving as a statutory branch of the government of Saint Lucia, some of the primary functions of the Saint Lucia Tourism Authority are to operate as the destination’s primary marketing agency through targeted campaigns internationally to showcase Saint Lucia globally, positioning Saint Lucia in traditional markets as well as emerging markets and new growth opportunities.