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Saint Lucia captures top UK travel award for 2011 roadshows

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Thursday 15 September 2011  The Saint Lucia Tourist Board has not only been recognised but has gone on to capture the award of “Star Tourist Office for Road shows and Events,” handed out by the prestigious British based Travel Bulletin at their “Star Awards 2011”.


The recognition, awarded to the SLTB’s UK Office, comes as a result of the ‘Live the Legend’ Road show format which was introduced in March 2011. Saint Lucia captured the award in a wide open field against Barbados, California, Brazil, South Africa and Trinidad and Tobago. Sandals Resorts received the award for Star Operator for Incentives (to travel agents).


SLTB’s Director of Marketing for the UK and Europe Jean Marc Flambert says, the recognition is significant in that, “many awards in the UK invite agents to vote from a short list; in this case however agents were asked to vote for anyone and they overwhelmingly chose Saint Lucia. It is even more meaningful to be selected by our major partners in the industry.” Travel Bulletin which is a major trade publication focuses on travel agents and is one of three weekly tourism-trade publications with over 25,000 travel agent members.


Saint Lucia’s Director of Tourism Louis Lewis, who is currently in the UK, says the award is testament to the reach and demonstrated impact of the road shows at educating and sensitizing travel agents about Saint Lucia. According to Lewis, “The road shows provide us an opportunity to intensely train and subsequently enhance the skills of our valued agent partners, at better selling our destination. When we are recognized in this way by the very agents, it signals to us that we are doing something right,” noted Lewis.


2011 road shows are currently taking place in North America where over two dozen major cities in the United States will be visited, before it concludes at the end of November in neighboring Canada.

For additional information about the awards visit


For more information on the island of Saint Lucia call 1-758 452-4094, or visit

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