As the 2025 Saint Lucia Carnival wrapped up with the final day of the Parade of the Bands on Tuesday, Chairman of the Saint Lucia Tourism Authority (SLTA), Thaddeus Antoine, offered a positive reflection on the season’s successes and emerging trends.

According to Antoine, increased turnout at fetes and a noticeable uptick in parade band participation signal a growing momentum for the island’s Carnival product.

“The revelry was vibrant, the band numbers were large, and the fetes were massive.”

He pointed to the popularity of signature events like Colour Me Red, which attracted over 10,000 patrons to the Daren Sammy Cricket Ground on Friday night. Sunday morning’s breakfast fetes pulled in over 3,000 attendees.

Antoine highlighted that while many visitors travel specifically for the fetes, the entire Carnival season creates a ripple effect for Saint Lucia’s tourism economy.

“It’s not just about the costumes or the parade. Lucian Carnival is immersive; it’s about the fetes, the cuisine, the waterfalls, the Pitons. We are selling an entire adventure experience,” he noted.

A key strategy in boosting global attention for the festival has been the use of celebrity endorsements and social media influencers.

The 2025 Carnival attracted several high-profile personalities, including actor Lance Gross and designer-actress Angela Simmons, among others.

Explained Antoine, “Our marketing approach is three-fold. We use digital campaigns, face-to-face engagements, and influencers to keep Saint Lucia top-of-mind for potential visitors. You may not come for Carnival, but Saint Lucia stays in your head as a vacation option.”

However, not all sectors of Carnival are growing equally. Antoine acknowledged the declining participation in traditional carnival bands. He suggested that these bands consider forming strategic partnerships or revising their offerings to include perks like discounted fete tickets to attract more revelers.

“It’s not necessarily about pricing. It’s about what you offer. The more attractive the package, the more likely you are to bring people in,” he said.

Looking ahead, the Tourism Authority remains committed to strengthening Saint Lucia’s Carnival brand, not only regionally but internationally, with the goal of positioning it as one of the premier summer events in the Caribbean.