Castries, Saint Lucia; November 15, 2024 – It is with profound sadness that we bid farewell to Lorine Charles-St. Jules, former CEO of the Saint Lucia Tourism Authority, who served with remarkable dedication from February 1, 2022, to May 31, 2024.
Lorine’s passing marks the end of an era, and her legacy as former CEO will be remembered for years to come. Under her visionary leadership, the authority navigated through one of the most challenging periods in history, guiding the organisation with resilience and innovation during the global Covid-19 pandemic. Her strategic foresight not only ensured recovery but propelled the destination to new heights, securing 13 major awards that solidified Saint Lucia’s global appeal. Lorine also spearheaded the reintroduction of the Saint Lucia Jazz & Arts Festival, the revamping of the diaspora marketing strategy, including the international launch of Lucian Carnival and the Lucian Links Program, which deepened connections within the diaspora. Additionally, her commitment to integrating cultural elements into marketing—such as the Kabawe’ Kwawl—ushered in a new era of authenticity and cultural pride for the destination.
Lorine also dedicated her expertise to serving on the Board of the Caribbean Tourism Organisation, along with several other local boards, always advocating for the best interests of the Saint Lucia tourism industry and ensuring its continued growth and prominence within the region.
Her remarkable achievements and indelible impact on the tourism sector will continue to inspire those who follow in her footsteps. Her tireless work and commitment have left an indelible mark on the tourism industry, and her leadership will be remembered fondly by all who had the privilege of working alongside her.
Minister of Tourism, Investment, Creative Industries, Culture & Information, Dr. Ernest Hilaire
“Lorine Charles-St. Jules was a beacon of dedication and vision for Saint Lucia’s tourism industry. Her leadership during the reopening of the island after one of the most difficult global crises in modern times demonstrated her understanding of resilience and ability to transform challenges into opportunities. She understood that it was a historic opportunity to transform the industry. Her legacy will forever be part of the foundation upon which the future of Saint Lucia’s tourism is built.”
Chairman of the Saint Lucia Tourism Authority, Thaddeus M. Antoine
“Lorine’s unwavering commitment to the advancement of Saint Lucia’s tourism industry was truly exceptional. She not only guided the Saint Lucia Tourism Authority with passion but also worked tirelessly to bring Saint Lucia’s rich culture and heritage to the world stage. Her legacy will continue to inspire us all as we strive to build on the foundation she laid.”
CEO of the Saint Lucia Tourism Authority, Louis E.A. Lewis
“Lorine’s leadership was both a privilege to witness and a joy to experience. I had the honour of working alongside her at the St. Lucia Tourist Board, where her ability to navigate complex challenges with grace and determination set a standard for excellence. Her dedication to elevating Saint Lucia’s tourism will never be forgotten, and she leaves behind a powerful legacy that will continue to guide and inspire us.”
Lorine will be greatly missed, and our thoughts and prayers are with her husband Cecil St. Jules, the Charles family, her friends, and colleagues during this difficult time.
