St. Lucia Jazz has definitely come a long way
since its beginnings in 1991. What simply started
out as a marketing tool to boost tourist arrivals
during the low arrivals period of May has now developed
into one of the most important events on St. Lucia's
calendar of national activities. St. Lucia Jazz has more
than exceeded its original objectives.

Visitor arrivals have not only increased in May, but an
awareness of the island generated by Jazz has increased
arrivals well beyond May. Extensive international media
coverage via television, radio and print has resulted in
added exposure, the estimated cost of which surpasses the

Board's annual budget. St. Lucia Jazz has now become an
internationally recognized brand.
The most recent example of this being the "Being Cool is.."
advertising campaign used by soft drink giant Coca Cola.

The print campaign lists St. Lucia Jazz as one of the top
indicators of what being cool is all about - definitely
no small feat when arguably the world's #1 consumer brand

chooses to associate itself with your festival. So, if this is a sign of what we can look forward to
for the next 10 years of jazz - the future definitely sounds good.