Saint Lucia Tourism Authority appoints Beverly Nicholson-Doty as its CEO
She brings significant experience in marketing, sales and strategic planning in Caribbean travel, tourism and hospitality
The Board of Directors at the Saint Lucia Tourism Authority (SLTA) has appointed Mrs. Beverly Nicholson-Doty as the organisation’s Chief Executive Officer (CEO).
Mrs. Nicholson-Doty has over three decades of industry leadership experience, including most recently serving as Commissioner of Tourism at the USVI Department of Tourism from 2007 to 2018. She brings significant experience in marketing, sales and strategic planning in Caribbean travel, tourism and hospitality. Mrs. Nicholson-Doty has developed deep relationships with executives across the airline, cruise, hotel and service industries that serve the region, and has created partnership opportunities that include public, private, non-profit, non-governmental and community-based entities.
Mrs. Nicholson Doty’s achievements include the successful development of the Ports of the Virgin Islands concept to brand and develop a collaborative effort to elevate the territory’s port facilities, and the creation of a strategic plan for positioning the USVI as one of the top destinations for the Meetings and Incentives (MICE) market. She was also instrumental in engineering double-digit airline capacity growth over a 10-year period.
The CEO will be responsible for overall management of the Saint Lucia Tourism Authority, including oversight of the development of the Authority’s marketing and destination services, and general administration. She intends to work closely with agencies, institutions and individuals within the public and private sectors of Saint Lucia at home and abroad.
“We welcome Mrs. Nicholson-Doty to the organisation and look forward to the strategic leadership that she will provide implementing and developing our sustainable tourism growth strategy,” said Nicholas John, Chairman of the Board at the Saint Lucia Tourism Authority.
In addition, as CEO, Mrs. Nicholson-Doty will work closely with the Board of Directors to achieve overall objectives, including coordinating and directing the programmes of the Board. In marketing, promotions and publicity, she will be tasked to utilize and deploy resources in the best interest of the development of tourism to Saint Lucia.
“I look forward to this opportunity. Our team at the Saint Lucia Tourism Authority will be focused on developing and implementing a strong strategic plan aimed at increasing market share, and even more importantly, increasing visitor spend for maximum return on investment,” said Mrs. Nicholson Doty.