Giselle Williams has been appointed Marketing Manager, Canada for the Saint Lucia Tourism Authority (SLTA).
Williams brings more than eight years of experience in destination marketing, business development, and travel trade engagement in the Canadian market. She has held senior roles with organizations including Unique Vacations Canada and a leading Caribbean Tourism Authority.
Her appointment was effective April 20, 2026.
With a strong track record of building trade partnerships, increasing destination visibility, and driving measurable growth across Canada, Williams has been recognized for her strategic, data-driven approach to translate market insights into effective sales and marketing initiatives.
In her new role, Williams will lead SLTA’s marketing and trade development initiatives in Canada, strengthen relationships with tour operators, airlines, and travel advisors, and execute targeted campaigns to increase visitor arrivals. She will also support cooperative marketing programs, and in-market activations aimed at growing Saint Lucia’s visibility and market share.
The appointment comes at a time of continued growth for Saint Lucia in Canada. Canadian visitation to the island is up 12% year-over-year, reflecting sustained demand for the destination and the effectiveness of targeted public relations, marketing, and trade engagement.
Louis Lewis, CEO of the Saint Lucia Tourism Authority, said: “The Canadian market remains a priority for Saint Lucia, and having dedicated, in-market representation is essential to sustaining this growth.”
And Lewis continued: “With the increase of Canadian visitation, Giselle’s expertise and strong industry relationships will help us build on this momentum and further strengthen our presence across Canada.”
Williams said of her appointment: “I’m excited to join the Saint Lucia Tourism Authority at a time of strong growth. Saint Lucia is such a unique and standout destination, something you see on a postcard because of its natural beauty. I look forward to working closely with our partners to drive awareness, deepen trade engagement, and position Saint Lucia as a top Caribbean destination in Canada.”
Williams will be based in Toronto, Canada and can be reached at [email protected].
Go to www.stlucia.org for more.
