St Lucia Hotel And Tourism Association

What St Lucia Hotel And Tourism Association does

The Saint Lucia Hospitality and Tourism Association (SLHTA) is a private non-profit membership organization established in 1963/1964 and headquartered at #2 Alfiona Plaza, Rodney Heights, Gros Islet, Saint Lucia. It functions as the principal tourism private sector agency in Saint Lucia and the self-described "official organization and national spokesperson" for the hospitality industry, operating with a small staff of 1–10 employees under President Erwin Louisy and CEO Noorani Azeez.

SLHTA's core activities span five member verticals: accommodation providers (large hotels, boutique hotels, villas, vacation rentals), hospitality services (restaurants, F&B, destination management, weddings), tours and transportation, yachting and maritime, and allied services (banks, utilities, educational institutions). The association delivers industry advocacy, training and human resource development (including customer service, lifeguarding, boat captain certification, and AI literacy), industry standards development, the Tourism Enhancement Fund (which disbursed EC$1.4 million in 2023 for community programmes), crisis response protocols, and event organization including the Saint Lucia Jazz & Arts Festival and Tourism Legends Awards. It publishes the La Belle Helene quarterly magazine and maintains an Environmental Best Practice Handbook.

Revenue is generated through recurring membership subscriptions from tourism-sector businesses across Saint Lucia. SLHTA is affiliated with regional bodies including the Caribbean Hotel and Tourism Association (CHTA), the Caribbean Tourism Organization (CTO), and partners with entities such as Sandals Foundation, Prince's Trust International, TEMPO Networks, the Venezuelan Embassy, and Invest Saint Lucia. The association does not sell commercial products and does not publicly disclose financials.

Name

St Lucia Hotel And Tourism Association

Legal name

St. Lucia Hospitality & Tourism Association

Website

https://slhta.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1–10 employees

Short description

SLHTA is a private non-profit trade association founded in 1963 that serves as the official national spokesperson for Saint Lucia's hospitality and tourism industry, representing accommodation providers, hospitality services, tour operators, yachting, and allied service members through advocacy, training, and industry standards.

Ownership category

akta.pro rank

Headquarters

HQ city

Gros Islet

HQ country

St. Lucia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: SLHTA operates as a private non-profit membership organization. The association generates revenue through membership subscriptions from hotels, restaurants, tour operators, transportation providers, and allied service providers in the tourism sector.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

SLHTA is a private non-profit membership organization that functions as the official organization and national spokesperson for the hospitality industry in Saint Lucia. It provides advocacy, training and HR development, manages the Tourism Enhancement Fund, develops industry standards, and organizes events for members across accommodation, hospitality, tours & transportation, yachting & maritime, and allied services sectors.

Product overview

SLHTA is a private non-profit membership organization that functions as the principal tourism private sector agency in Saint Lucia. The association provides advocacy, training programs, funding through the Tourism Enhancement Fund, industry standards development, and event organization. Member services span accommodation providers (large hotels, boutique hotels, villas), hospitality businesses (restaurants, wedding services), tours and transportation, yachting, and allied services (banks, utilities, educational institutions). SLHTA also publishes the La Belle Helene annual report and maintains environmental best practice guidelines and crisis response protocols for the industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Services Association membership providing advocacy, networking, business support, and access to industry resources for accommodation providers, hospitality businesses, tour operators, transportation providers, yachting/maritime operators, and allied services across Saint Lucia's tourism sector.
• Tourism Enhancement Fund Philanthropic initiative that disburses funds to support community programmes, youth training, and local development across Saint Lucia. In 2023, EC$1.4 million was disbursed.
• Training and HR Development Programmes offering customer service, artificial intelligence, lifesaving, and boat captaining training for tourism sector employees.
• Industry Events Organization and promotion of major industry events including the Annual General Meeting, Tourism Legends Awards, and participation in Caribbean Week in New York and the CHIEF conference.
• Industry Standards Development Development and implementation of hospitality and tourism industry standards and best practices for member businesses.

Quantifiable outcome

• EC$1.4 million disbursed by Tourism Enhancement Fund in 2023 to support various programmes across the island
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Arsenal Football ClubcoreGTM or Marketing Partner · 16 June 2026Saint Lucia Tourism Authority announced a multi-year global partnership with Arsenal FC as Official Destination Partner. The partnership aims to deliver significant global exposure for Saint Lucia in the UK market through Emirates Stadium visibility, digital platforms, and joint marketing campaigns.
• TEMPO NetworkscoreGTM or Marketing Partner · 12 June 2026CTO and TEMPO Networks announced a strategic partnership during Caribbean Week in New York, strengthening a relationship dating back to 2005. TEMPO provides digital-first editorial coverage, social media storytelling, and destination-focused content for CTO events and member destinations including Saint Lucia.
• Bay Gardens ResortscoreOthers · 18 December 2023Bay Gardens Resorts Executive Director Sanovnik Destang was elected President Elect of CHTA. Destang previously served as SLHTA President from 2016-2018 and was instrumental in establishing the Virtual Agricultural Clearing House and SLHTA's Young Leaders Initiative.
• Prince's Trust InternationalminorStrategic or Co-development Partner · 1 January 2023Prince's Trust International partnered with Royal Saint Lucia Police Force and Sandals Foundation to deliver the Team programme helping young people aged 16-35 develop employability and life skills. The pilot in Vieux Fort saw all nine participants offered permanent jobs.
• Royal Saint Lucia Police ForceminorStrategic or Co-development Partner · 1 January 2023Royal Saint Lucia Police Force delivers the Prince's Trust Team programme in partnership with Prince's Trust International and Sandals Foundation to help at-risk youth develop key life skills.
• Sandals FoundationcoreStrategic or Co-development Partner · 1 January 2023Sandals Foundation provides funding and support for youth development programmes including the Prince's Trust Team programme, educational initiatives, and community development projects in Saint Lucia.
• Helen's DaughtersminorStrategic or Co-development Partner · 1 June 2022Helen's Daughters is a female farmer support organization that runs the FarmHers Market. SLHTA has partnered with them to support agricultural tourism initiatives. The market, hosted at Alliance Francais courtyard, averages 25 female farmers per event.
• Hotel ChocolatminorStrategic or Co-development Partner · 1 January 2022Hotel Chocolat partnered with Helen's Daughters to host the FarmHers Market at Project Chocolat in Soufriere. Hotel Chocolat provides premises for training and member engagement activities, and purchases produce from the apprenticeship farm.
• Condor Airlines and LIATminorChannel Partner/ Reseller/ Distributor · 1 January 2019New interline flights agreement between Condor and LIAT provides new route from Frankfurt, Germany to George FL Charles Airport in Castries with transfer via LIAT in Antigua, improving air connectivity from Germany.
• Caribbean Hotel and Tourism Association (CHTA)coreStrategic or Co-development PartnerSLHTA works closely with CHTA, a federation of thirty-two National Hotel Associations with over 500 members. SLHTA members benefit from regional advocacy, training programs, and industry initiatives coordinated through CHTA.
• Caribbean Tourism Organization (CTO)coreStrategic or Co-development PartnerSLHTA collaborates with CTO on Caribbean tourism promotion, events, and sustainable tourism initiatives. CTO announced a strategic partnership with TEMPO Networks to amplify Caribbean tourism through digital and broadcast collaboration.
• Venezuelan Embassy in Saint LuciaminorStrategic or Co-development PartnerSLHTA maintains a meaningful partnership with the Venezuelan Embassy for cultural exchange, youth development and community enrichment. Activities include music training workshops for children in choir, wind and string instruments, and a strings workshop providing violin, viola and cello training.
• Invest Saint LuciaminorStrategic or Co-development PartnerSLHTA partners with Invest Saint Lucia as part of their organizational network, shown via logo on SLHTA website footer.
• One CaribbeanminorStrategic or Co-development PartnerOne Caribbean is listed as an SLHTA partner organization, representing Caribbean-wide tourism collaboration.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Aruba Hotel and Tourism Association: Aruba's national hospitality association serving hotels, restaurants, and tourism service providers. Closely comparable in structure, member composition, and CHTA affiliation.
• Bahamas Hotel and Tourism Association: National trade association representing hospitality operators in The Bahamas. Same membership-association model, advocacy remit, and CHTA federation membership as SLHTA.
• Cayman Islands Tourism Association: National tourism trade association for the Cayman Islands serving hotels, condos, tour operators, and allied services. Same private-sector membership-association model and CHTA affiliation.
• Barbados Hotel and Tourism Association: National hospitality trade association for Barbados. Direct parallel to SLHTA in mandate and structure, representing hotels, restaurants, and tourism service providers, and participating in CHTA alongside SLHTA.
• Caribbean Tourism Organization: Intergovernmental regional tourism body that partners directly with SLHTA on Caribbean tourism promotion, events, and sustainable tourism initiatives. Functionally analogous as a destination-marketing and advocacy organization serving the same membership base.
• Caribbean Hotel and Tourism Association: Regional federation of 32 national hotel and tourism associations of which SLHTA is a member. Operates the same membership-association model at a Caribbean-wide scale, delivering advocacy, training, and events to hospitality operators across the region.
• Jamaica Hotel and Tourist Association: Jamaica's national private-sector hospitality and tourism association. Closest functional peer: membership-based trade body representing hoteliers, restaurants, tour operators, and allied services, delivering advocacy, training, and standards development.
• Trinidad and Tobago Hospitality Association: National hospitality trade body for Trinidad and Tobago representing hotels, restaurants, tour operators, and allied services. Same membership-based advocacy and training model as SLHTA.

Broad incumbents

• American Hotel & Lodging Association: Larger US-based lodging industry association. Operates the same membership trade-body model (advocacy, standards, training, events) but at national US scale rather than single-island scope, and is the comparable US analogue for industry-association structure.
• Saint Lucia Tourism Authority: Government statutory body responsible for destination marketing and tourism development for Saint Lucia. Overlaps SLHTA on destination promotion and policy but is publicly funded rather than member-funded, and operates across the full destination rather than the private sector only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SLHTA
• YouTubeyoutube.com/@SLHTA
• Facebookfacebook.com/SLHTA
• LinkedInlinkedin.com/company/saint-lucia-hotel-and-tourism-association-slhta-
• Instagraminstagram.com/slhta

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about St Lucia Hotel And Tourism Association