Saint Lucia’s Carnival has once again proven its magnetic appeal, with preliminary figures for 2025 revealing an all-time high in visitor arrivals. The island welcomed approximately 24,500 visitors during the recent carnival period, marking a significant 36% surge over last year’s numbers.
Geraine Georges, Public Relations Manager at the Saint Lucia Tourism Authority (SLTA), shared the exciting milestone during a press briefing on Wednesday, confirming a steady upward trend from 16,000 visitors in 2023 and 18,000 in 2024.
The remarkable growth underscores Lucian Carnival’s expanding international footprint, drawing a diverse audience from across the globe. Attendees this year hailed from key markets including the US, Canada, the UK, and neighboring Caribbean islands like Martinique and Guadeloupe, alongside visitors from as far afield as the Netherlands, Switzerland, the United Arab Emirates, and Spain.
Georges attributed this success to a multi-faceted and effective promotional strategy. “We were seeing that the celebrity influence is pushing boundaries,” she explained. This year, the SLTA hosted a roster of high-profile guests, including renowned makeup artist Shayla Mitchel (@makeupShayla), reality star Angela Simmons, actor Lance Gross, singer Chloe Bailey, and Canadian TV host Tyrone Edwards.
A standout collaboration with Chloe Bailey and Windjammer Landing, featuring a trip giveaway, generated unprecedented online engagement for Travel Saint Lucia. The initiative resulted in a staggering 14,000 new followers, 983 post likes, and 26,700 comments, showcasing the immense power of targeted celebrity partnerships.
“It just speaks to the collaboration and how much we are growing and how much we are showcasing Saint Lucia in that light,” Georges affirmed.
Beyond celebrity endorsements, the SLTA’s strategy also includes a formula of partnering with other carnivals around the region and maintaining the annual international launch of Lucian Carnival in Miami, which has become a staple event. Additionally, Georges highlighted the strong demand for the two daily flights from Miami and New York as a significant contributor to the record-breaking arrivals.
As Lucian Carnival continues to evolve, these preliminary figures position it firmly as a premier cultural event, solidifying Saint Lucia’s reputation as a must-visit destination.