A big Olympic win and a shout out from an R&B celebrity call attention to what makes this island so special. As soon as travellers land at St Lucia's Hewanorra International Airport, it becomes clear how this small Caribbean nation feels about its hometown athlete, Julien Alfred . A poster of the sprinter, who recently became the nation's first Olympic medallist when she won gold in the women's 100m, now sits in the arrivals hall, greeting visitors to this island paradise.
"We're so proud of Julien Alfred being the fastest woman in the world," Cuthbert "Twatinay" Modeste, a St Lucian track and field coach who has trained Alfred since she was 11, told the BBC. "We can't wait to share our excitement and embrace anyone who is inspired to visit us because of Julien." Known for its warm tropical climate, lush Des Cartiers rainforest and the towering twin Piton mountains , St Lucia has long been a popular destination for honeymooners.
However, the country's recent Olympic win and a new album by Beyoncé protegee Chloe Bailey inspired by St Lucia is leading the tiny island nation to have a big and rather unexpected moment. Now, officials are eager to highlight that there is much more to their home than just cruises and all-inclusive resorts. "Julien Alfred's remarkable achievements on the global stage at the Paris Olympics have brought immense pride to St Lucia.
Her dedication and success as an athlete not only highlight her extraordinary talent, but also serve as a powerful testament to the strength and spirit of our island," said Anya Whitfield, Acting CEO of the St Lucia Tourism Authority. In the days after Alfred's historic Olympic win, the island's official tourism board made her the face of its #LetHerInspireYou marketing campaign – so coined because St Lucia is the only sovereign nation in the world named after a real-life woman . The island is hoping to use the attention garnered by the newly minted world's fastest woman to invite visitors to " explore St Lucia like an Olympian ".
According to Modeste, the island's natural landscape contributed to Alfred's Olympic win. The sprinter participated in training exercises on the powdery sand of Vigie Beach , a local favourite near the capital city of Castries. She is also known to enjoy mud baths in the Sulphur Springs natural hot springs in the western town of Soufrière, which are known for their therapeutic properties, including the ability to ease sore muscles and calm sunburn.
Listed as one of the 2023's best islands in the world , the 617 sq km volcanic island is known for its dramatic landscapes, with dense, humid jungle covering towering mountainous formations. Hiking is an especially beloved pastime, with numerous hiking trails for all levels, from leisurely beach-side strolls to more strenuous mountain ascents. One of the most popular hikes is the 4.
4km trek to the summit of the iconic Gros Piton Mountain, one of two peaks that soar over Jalousie Beach, a powdery white-sand crescent surrounded by coral reefs. The hike may seem short, but it's considered particularly challenging due to the 798m elevation gain. For those more interested in the water than the land, the island also has stunning beaches to explore, including several volcanic black sand beaches , and excellent diving spots like the Anse Piton Marine Reserve.
The island's food scene offers a unique window into its history. St Lucian cuisine is influenced by the French, English and African cultures that have historically shaped and continue to shape the nation, as well as the plethora of local ingredients available from both the ocean and the land, like breadfruit and "Shadow Benny", the local name for the herb culantro. The island's national dish, green fig and saltfish, made with boiled unripe bananas and salt-cured cod fish, can be found at almost any local eatery on the island.
Other dishes to try include lambi, a kind of conch stew, and callaloo, a ubiquitous Caribbean favourite similar to spinach often made into soups or added to stew. Julien Alfred isn't the only big name causing the world to look towards St Lucia this year. American R&B musician Chloe Bailey headlined the island's annual Jazz & Arts Festival in April 2024.
Bailey has stated that her most recent album, Trouble in Paradise, was inspired by the solace, acceptance and creativity she found on the island – even calling St Lucia her " second home ". Parts of her visual album, including both videos and vocals, were recorded at Windjammer Landing Resort & Residences in St Lucia's Labrelotte Bay. "St Lucia has completely fuelled my mind, body, soul, spirit and heart with inspiration and love.
I have never felt this liberated before in my life," Bailey stated in a joint press release with St Lucia Tourism. "I was able to create this body of work in a space where I feel the most free and happy, literally writing away my troubles in paradise." Partially because of this newfound attention, the St Lucia Tourism Authority says the island is preparing for an influx of guests.
It is adding 40,000 more air seats to the island in 2024, including direct flights from New York on JetBlue and American Airlines, new nonstop Air Canada flights from Toronto, and destinations across the Caribbean via Caribbean Airlines and InterCaribbean. There are also several new hotel properties set to open in 2024 and 2025, including a Secrets St Lucia Resort & Spa and wellness chain TheLifeCo Well-being's first Caribbean retreat centre. The new hotels are expected to add an additional 2,000 hotel rooms by the end of 2025.
One all-inclusive wellness resort called BodyHoliday has even launched a special "Balance and Performance" package in honour of St. Lucian sprinter. "Julien embodies the very essence of our nation's pride and resilience," said Whitfield.
"We are excited to welcome her home and recognise her as a true ambassador of St Lucia." -- If you liked this story, sign up for The Essential List newsletter – a handpicked selection of features, videos and can't-miss news, delivered to your inbox twice a week. For more Travel stories from the BBC, follow us on Facebook , X and Instagram .
.
