Lucian Carnival 2024: Tourism officials defend use of social media influencers

By  Toni Nicholas Revelations that several social media influencers who were part of just-ended carnival celebrations benefited from all-expense paid trips courtesy of the Saint Lucia Tourism Authority (SLTA) and the St Lucia Government have sparked much debate. However, Tourism Minister Dr Ernest Hilare and other industry officials are defending the move, highlighting the big benefits to St Lucia. A social media influencer, usually referred to simply as an influencer, is someone with a significant following on social media platforms such as TikTok, Instagram, X, YouTube and Facebook.  Influencers use their status to target and connect with people, while monetizing their platforms. Korra Obidi, a Nigerian content creator, singer and dancer with more than 1.9 million followers on Instagram, was one of the influencers engaged by the SLTA this year. The others included American singer/actress Chloe Bailey, Trinidadian Soca performer Patrice Roberts, American actress Jessie Woo, Miss Jamaica World 2022 Shanique Singh and British actress Natalie Emmanuel of Game of Thrones. Emmanuel is of Saint Lucian and Dominican parentage. At a media briefing Wednesday, Public Relations Manager of the SLTA Geraine George said that efforts to continue marketing carnival in the global market place included using both traditional and non-traditional...