St. Lucia, JetBlue Tapping into Diaspora Market

Airline and tourism officials, who were counting down the days until JetBlue Airways touched down at Hewanorra International Airport in St. Lucia, believe the Caribbean-American Diaspora will be an important part of the success of the thrice weekly service between the island and New York’s John F. Kennedy International Airport.

Minister of Tourism and Civil Aviation, Senator Allen Chastanet said the new service, that began October 26, gives St. Lucians and other Caribbean nationals abroad a new option to “come back home and visit loved ones,” participate in the 2010 Homecoming celebrations, as well as experience the new and recently renovated hotels, resorts and attractions that are on offer.

“JetBlue complements the existing airlift to the island, and with available airfares significantly lowered between New York and St. Lucia, the airline makes St. Lucia that much more accessible to residents of the Big Apple, including our vibrant and upwardly mobile Caribbean-American constituencies,” he said.

Marty St George, JetBlue’s Senior Vice President of Marketing and Commercial Strategy, said that while each and every customer is important to JetBlue, VFR (Visiting Friends and Relatives) traffic has been a major contributor to its success and Caribbean expansion.

For September and October, JetBlue expects its Caribbean capacity will be up by more than 50 per cent year over year, largely due to the launch of new Caribbean markets, including Barbados as well as Kingston and Montego Bay in Jamaica.