Tributes have been pouring in for the late CEO of Saint Lucia Tourism Authority (SLTA), Lorine Charles-St Jules, who passed away on 14 November 2024.
Minister of Tourism, Investment, Creative Industries, Culture & Information, Hon Dr Ernest Hilaire said: “Lorine Charles-St Jules was a beacon of dedication and vision for Saint Lucia’s tourism industry. Her legacy will forever be part of the foundation upon which the future of Saint Lucia’s tourism is built.”
SLTA chair Thaddeus M Antoine paid tribute to how Lorine “worked tirelessly to bring Saint Lucia’s rich culture and heritage to the world stage. Her successor as SLTA CEO, Louis Lewis, wrote: “Lorine’s leadership was both a privilege to witness and a joy to experience” and praised “her ability to navigate complex challenges with grace and determination”.
Her achievements have been recognised and her legacy assured well beyond the shores of Saint Lucia. The Caribbean Tourism Organization, on whose board Lorine served, called her “our dear colleague and indefatigable champion of Caribbean tourism”, recalling that it was CTO’s distinct honour to shine a spotlight on her earlier this year during Women’s History Month”.
Lorine graduated from the University of Strathclyde in Scotland with a master’s degree in International Tourism Development and Sustainability and also gained qualifications from the University of the West Indies and Cornell University in the USA.
She went on to hold various executive positions at Saint Lucia Tourist Board for nine years including director of marketing, and tourism planning officer at the Saint Lucia Ministry of Tourism for two years. That was followed by a period as the USA account manager for the Anguilla Tourist Board and five years as CEO of global marketing agency PEAEYE7 Marketing International, where she handled business development and luxury resort marketing in the Caribbean and North America.
Returning to her island, she took up the reigns at the SLTA on 1 February 2022. She immediately threw herself into reviving a traumatised tourism sector after the huge challenges of the COVID-19 lockdowns and the consequent collapse of tourist arrivals. Her dedication and vision won her massive respect within the country and, more widely, the Caribbean tourism industry.
The SLTA’s moving tribute stated: “Her strategic foresight not only ensured recovery but propelled the destination to new heights, securing 13 major awards that solidified Saint Lucia’s global appeal.”
She also spearheaded the reintroduction of the Saint Lucia Jazz & Arts Festival and revamping the diaspora marketing strategy, including the international launch of Lucian Carnival and the Lucian Links Program.
Health issues led to her resigning from the CEO position on 31 May 2024. In the SLTA’s words: “Lorine’s passing marks the end of an era, and her legacy as former CEO will be remembered for years to come.”
Soca News joins Lorine Charles-St Jules’ many friends in mourning her passing and conveying condolences to her family.
