Plans are already well underway for what is being described as one of the most ambitious editions of the Saint Lucia Jazz and Arts Festival to date, as tourism officials and industry stakeholders intensify efforts to expand the island’s global reach and visitor arrivals.
The Saint Lucia Tourism Authority, alongside key public and private sector partners, hosted a “Breakfast with Business” forum aimed at aligning strategies ahead of the 2026 festival.
Discussions focused on strengthening media partnerships, sustaining visitor demand, and positioning the event as a central pillar of Saint Lucia’s tourism marketing agenda.
During a media engagement on February 10 at Sandals La Toc, the Saint Lucia Tourism Authority officially unveiled global R&B superstars Brandy and Monica as the headline acts for the 2026 festival. The announcement has already generated international buzz and is being hailed as a major coup for the event.
Chairman of the Saint Lucia Tourism Authority, Thaddeus Antoine, provided insight into the challenges involved in securing internationally recognized performers, noting that the process is often complex and highly competitive.
“The agents are trying to get the best deals for their artists and artists are also waiting to see if they get nominated for the Grammys,” Antoine explained. “And when you get nominated for the Grammys, it means your price goes up as well.”
Antoine emphasized that the Jazz and Arts Festival is not staged purely for entertainment value but serves a broader national purpose.
“The Jazz Festival for the Saint Lucia Tourism Authority is a marketing tool,” he said. “We do not do the Jazz Festival to say we’re having a great time, we are in effect, we do it as part of our global strategy in terms of marketing.”
Tourism and Investment Minister, Dr Ernest Hilaire, underscored the critical role of the media in supporting the country’s tourism and economic development objectives.
“I think the media is really important for this journey that we’re all on, which is really promoting the economic development of our country,” Dr Hilaire stated. He added that media professionals play a key role in shaping public understanding.
“As a media, you have a responsibility to cover happenings in the country and sometimes you are required to interpret events and to present them for public consumption.”
Dr Hilaire also acknowledged the vulnerabilities of the tourism sector, noting that government and industry leaders remain acutely aware of its sensitivity.
Providing an update on industry performance, Chief Executive Officer of the Saint Lucia Tourism Authority, Louis Lewis, pointed to strong demand for the destination, even amid operational challenges within the hotel sector.
“Secrets Hotel, as you know now, was out of the market, but yet still 2024 was our strongest year,” Lewis said. “So, the message for us is that the demand for St. Lucia remains strong and I wanted to leave that with you.”
Lewis further revealed that occupancy levels across the island remain robust. “The second thing is that we have not lost with regard to occupancy levels,” he noted. “They are in the high 70s, 80s and sometimes 90s.”
With headline acts confirmed and strategic planning already in motion, tourism officials are confident that the 2026 Saint Lucia Jazz and Arts Festival will not only deliver world class entertainment but also reinforce Saint Lucia’s position as a premier cultural and tourism destination.