Saint Lucia’s First Gold Medalist Was Just Named the Country’s Newest Tourism Ambassador 

Julien Alfred made history last month in Paris, earning Saint Lucia’s first-ever gold medal in the women’s 100-meter race at the Olympics. 

Now, she’s looking to take Saint Lucia even further on the world stage as the country’s newest tourism ambassador. 

Alfred has been officially tapped as the island’s new tourism ambassador, a partnership that will put her at the forefront of Saint Lucia’s tourism promotion efforts. 

That will include participating in global events, marketing campaigns and social media pushes, along with the use of the Saint Lucia logo on Julien’s PUMA gear. 

The idea is to “attract visitors seeking not just a destination, but an inspiring experience that resonates deeply,” said Dr. Ernest Hilaire, the island’s Minister of Tourism. “Together, we will create a lasting impact on our tourism sector and inspire the world to discover the beauty of Saint Lucia.” 

The move comes after Alfred already agreed to partner with Saint Lucia’s BodyHoliday wellness resort. 

 “I am truly lost for words, and grateful for the opportunity. I can’t tell which is the bigger achievement right now- winning the Olympic gold or being an ambassador [for] my beloved country,” she said. “However, rest assured that wherever I roam, Saint Lucia will always be my first choice.” 

CJ Expert Take: To borrow a phrase from a different Olympic sport, this is a slam dunk for Saint Lucia’s tourism promotion. The Caribbean’s sporting brand is one of the strongest on the planet, and this will help Saint Lucia tap into that.