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• Julien Alfred’s UK visit sparks global interest in St Lucia as a top destination

  Olympic 100m gold medalist Julien Alfred has made an impressive debut as Saint Lucia’s Tourism Ambassador, with her recent visit to the United Kingdom and the World Travel Market in early November highlighting the island’s charm to a global audience.

  The St Lucia Tourism Authority (SLTA), in an exclusive with Sportsmax.TV, has highlighted the early indicators of Alfred’s positive influence on the island’s visibility in key markets like the UK. Building on the global buzz generated by her Olympic triumph—which saw Saint Lucia become the second most searched country on Google following her victory—the SLTA strategically leveraged Alfred’s visit to boost awareness of the Caribbean island’s offerings.

  

  During her UK visit, Alfred engaged with media and travel industry stakeholders, elevating the island’s profile. The impact was immediate, with the SLTA reporting engagement figures that reached over 22 million people across platforms like Sky, the BBC, and national newspapers, as well as with travel journalists. While it’s too early to analyze visitor arrival data, the SLTA views these numbers as a credible indicator of Alfred’s influence.

  "Julien’s endorsement has significantly enhanced our winter marketing drive in the UK, a critical period as travelers seek sunny destinations," a SLTA representative noted. "Her role as a proud St Lucian resonates with audiences and helps position our island as a must-visit destination."

  Alfred’s promotional efforts complement a year-round push to highlight St Lucia’s vibrant tourism offerings. From hosting ICC World Cup Cricket matches to the Jazz & Arts Festival and the Lucian Carnival, the island’s appeal has been steadily growing. Her ambassadorial efforts, aligned with these initiatives, are expected to create a sustained boost in inquiries and interest.

  The SLTA emphasized that Alfred’s involvement raises the bar for its UK outreach efforts, which typically see heightened activity during the winter sun travel season.

  Looking ahead, the SLTA is optimistic about the long-term benefits of Alfred’s ambassadorship. The partnership includes a year-long program supported by PUMA, with plans for further brand projects and promotional visits. Balancing her athletics training and competition commitments remains a priority, ensuring Alfred can continue excelling in her sport while representing her homeland.

  

  "Julien is a proud St Lucian, and her global success inspires pride across the island," the SLTA stated. "Her role as Tourism Ambassador has already demonstrated the potential to elevate St Lucia in our key markets, and we are confident this partnership will continue to thrive."

  As Saint Lucia gears up for the peak tourism season, the island’s collaboration with its golden girl signals a bright future for both its tourism industry and its global brand appeal.

   

   

   

   

   

   

   

• Alfred named AW International Female Athlete of the Year

  The accolades keep coming for Saint Lucia’s queen of sprinting, Julien Alfred with the announcement on Friday that she has been voted as the Athletics Weekly (AW) International Female Athlete of the Year for 2024.

  Over an elite field including Belgium’s Nafi Thiam, The Netherlands’ Sifan Hassan, Kenya’s Ruth Chepngetich, Faith Kipyegon, and Beatrice Chebet, the USA’s Gabby Thomas and Sydney McLaughlin-Levrone, and Ukraine’s Yaroslava Mahuchikh, the 23-year-old Ciceron native won the vote of the fans of one of the world’s premier Athletics publications.

  The University of Texas graduate started the year with 60m gold at the World Indoor Championships in Glasgow and went on to win Olympic 100m gold and 200m silver in Paris in August as well as the Wanda Diamond League 100m crown.

  Since her season ended in September, she has been recognised by the Association of National Olympic Committees (ANOC) and Caribbean Association of National Olympic Committees (CANOC) for her exploits in Paris.

  Alfred is also a finalist for the World Athletics Track Athlete of the Year, along with McLaughlin-Levrone. The Track Athlete of the Year will be announced at the World Athletics Gala next month. 

• Olympians Campbell, Pinnock and Ricketts, express gratitude and optimism following JOA Olympic Salute

  Jamaican Olympians Rajindra Campbell, Wayne Pinnock, and Shanieka Ricketts have expressed heartfelt gratitude and renewed determination after being celebrated at the Jamaica Olympic Association (JOA) Olympic Salute, held at the Terra Nova Hotel on Saturday night. The event not only honoured their historic achievements at the 2024 Paris Olympics but also unveiled plans that promise to make their Olympic journeys smoother in the future.

  Campbell, who made history as Jamaica’s first Olympic medalist in the shot put with a bronze-medal throw of 22.15m, received JMD$1 million for his remarkable feat. He described the evening as a pivotal moment that brought closure to his Olympic experience.

  “Last night (Saturday) was special. I definitely feel like now that the ceremony has taken place, I can say the Olympic experience is now complete,” Campbell said.

  “The plans for the next four years motivate me to get back into it and prepare with the relaxation that I won’t be fighting an uphill battle like I have been for the past couple of years. A lot of athletes like myself will benefit from the adjustments, preparations, and plans from the JOA. It’s definitely a tremendous feeling, and I appreciated the experience, the love, support, and what the JOA has done.”

  

  Pinnock, who claimed silver in the long jump, echoed similar sentiments, highlighting the importance of being recognized not just as an Olympian but as a medalist.

  “Last night (Saturday) at the Olympic Salute was an honour beyond words. Being a part of this incredible celebration, as both an Olympian and a medalist, is a moment I will cherish forever,” Pinnock said on Instagram.

  “I want to express my deepest gratitude to my family, my coach Travis (Geopfert), my agent Henry Rolle, and my PR manager Khimani Clarke, all of whom have been integral to my success.” Pinnock was awarded JMD$1.5 million for his stellar performance in Paris.

  For Ricketts, who also won silver in the triple jump and became the first Jamaican woman to medal in the event at the Olympics, the recognition was particularly meaningful as her family was there to share in the moment.

  “I had a fabulous time at the JOA Olympic Salute last night. It was truly heartwarming to be honored at home, especially with my family present to share the experience,” she said. Like Pinnock, Ricketts was awarded JMD$1.5 million for her achievement.

  The evening was not only a celebration of their successes but also a launch pad for future growth. JOA Secretary General Ryan Foster announced a JMD$250 million investment plan for the next Olympic cycle, which includes funding for athlete scholarships, equipment grants, coaching development, and travel support.

  For the Olympians, the acknowledgment and the unveiled initiatives were affirmations of their hard work and dedication. With the financial and structural support promised for the future, Campbell, Pinnock, and Ricketts expressed optimism about what lies ahead, motivated to continue pushing boundaries and making Jamaica proud on the world stage.