Summary Since Saint Lucia became an accessible and consolidated destination in the 1990s, the domestic agricultural industry suffered a sharp decline. Many communities abandoned their fields and aimed for better-paid jobs in the tourism sector. Over time, the nation’s tourism sector reached a point of stagnation, lacking innovation and differentiation from neighbouring islands. The increase in tourism favoured the importation of foreign products rather than the use of local products to cater to international guests. The identity of local cuisine and traditional farming practices have been gradually lost. Through a series of interviews with local tourism entrepreneurs, this case study analyses the initiatives, challenges, and opportunities for integrating elements of traditional agricultural heritage into the tourism industry as an element of differentiation and cultural preservation. Information © The Authors 2024