Published on
August 27, 2025
Castries, Saint Lucia – August 26, 2025 – To further broaden its international footprint and elevate its worldwide tourism standing, the Saint Lucia Tourism Authority (SLTA) has secured key alliances with leading stakeholders in the French and German-speaking markets. These partnerships will amplify the island’s visibility in pivotal European spheres and stimulate increased visitor arrivals to the Caribbean getaway.
New French Representation by GroupExpression
As part of its revamped marketing strategy, the SLTA has appointed GroupExpression to represent the island in France. The Paris-based firm is known for its extensive experience in the travel and lifestyle sectors and has been serving clients for over a decade. Under the leadership of Stéphanie Picon and Virginie Le Norgant, GroupExpression brings together a dynamic team of 25 experts specializing in marketing, media relations, digital communication, and sales.
GroupExpression’s extensive industry knowledge and its role as a founding member of the Travel Lifestyle Network which connects over 20 independent agencies worldwide position the agency well to promote Saint Lucia in the French market. The firm’s dedicated team, led by Laure Le Cornec, will focus on elevating the island’s profile, emphasizing its natural beauty, culture, and unique experiences.
Fame Creative Lab to Represent Saint Lucia in German-speaking Markets
In the DACH (Germany, Austria, Switzerland) region, Saint Lucia will be represented by Fame Creative Lab, a boutique PR and communications agency based in Frankfurt. Led by Managing Partners Karin Luize de Carvalho and Isabell Böck, Fame Creative Lab brings creative expertise and an extensive international network to the table. The agency specializes in tourism and lifestyle marketing and boasts a strong background in Caribbean tourism promotion. Karin Luize de Carvalho’s role as Vice-President of the Caribbean Tourism Promotion Association (AGK) further strengthens Fame Creative Lab’s position to advance Saint Lucia’s presence in the German-speaking markets.
The agency expressed excitement about working with the SLTA and stated its commitment to amplifying the island’s visibility. Fame Creative Lab’s goal is to showcase Saint Lucia’s captivating nature, cultural heritage, and authenticity, ensuring that the island shines brightly in the competitive tourism market.
Strategic Vision for Global Reach
According to Louis EA Lewis, CEO of the Saint Lucia Tourism Authority, these new partnerships in France and the German-speaking markets are an integral part of the SLTA’s broader strategic vision to increase global tourism. He emphasized that both GroupExpression and Fame Creative Lab bring unmatched expertise, established industry relationships, and a history of promoting destinations with authenticity and impact.
The SLTA’s mission, Lewis remarked, is to emphasize Saint Lucia’s cultural richness, pristine landscapes, and authentic experiences. He added, Saint Lucia’s story resonates deeply with travellers seeking meaningful and sustainable travel experiences. Through our new representation, we are confident that Saint Lucia will continue to inspire and captivate new audiences globally.
Acknowledging Past Contributions
The SLTA also expressed its heartfelt gratitude to its previous representation agencies in the French and German markets. The Authority recognized their efforts in raising awareness of the island, forging valuable trade and media partnerships, and solidifying Saint Lucia’s reputation as one of the premier destinations in the Caribbean. Their past contributions were integral to positioning Saint Lucia as a leading choice for travelers seeking a blend of adventure, luxury, and natural beauty.
Final Thoughts
As the Saint Lucia Tourism Authority pushes forward with its refreshed global marketing strategy, the strengthened presence in the French and German markets is expected to result in increased visibility, greater tourism engagement, and a renewed focus on the island’s sustainable travel offerings. With expert agencies like GroupExpression and Fame Creative Lab at the helm, Saint Lucia is poised to attract more visitors, enhancing its status as a world-class destination for nature lovers, adventure seekers, and culture enthusiasts alike.
