St Lucia is being tipped as the new Barbados

St Lucia packs a lot into its 238 square miles and has big intentions too. In addition to its beautiful white beaches, banana plantations, coral reefs and tropical rainforest, it has grand plans for regeneration and redevelopment. This looks set to make it even more popular, not least with celebrity fans such as Amy Winehouse and Kelly Brook, both of whom have been spotted frolicking on the island in the last month. Minister for tourism Allen Chastanet knows that for St Lucia to attract the same crowds and wealth as Barbados and Antigua it needs to protect its natural beauty but not rely on it alone. “As a destination, St Lucia’s done well,” he says, “but there’s a lot of potential for growth.” Which means incentives to encourage more hoteliers and resort developers to come to the island, sleek new marinas, and the replacement of nail-bitingly bad roads. This will do away with the tortuous route from the south of the island and Hewanorra International airport (also to be upgraded), to the north, where some of the most beautiful beaches can be found. There are also plans to regenerate the harbor at Castries, and an ambitious idea to promote villages and artisan communities, creating employment for locals and a bigger draw for tourists. None of this, says Chastanet, will be allowed to impact on the island’s rainforest or coastline. “No destination can stay the same St Lucia can’t be a time capsule,” he says, “So we need to identify the aspects that make us special and use them as a platform to build on.” Such has the island’s tourism increased, that British Airways recently started a direct service three times a week. One of the biggest areas of growth has been in residential development and it’s this, along with better hotels and business facilities, that the government wants to capitalize on by giving incentives and tax breaks to overseas investors. The strategy is already making five-star developments more sought after.