Touting its “remarkable achievements” and offering a vision for “an even brighter future,” the U.S. Virgin Islands celebrated the end of 2023 with international arrivals projected to increase 39% above 2019 levels in the fourth quarter of 2023, plus extended stay visitors up by 25%.
With these figures, the USVI played a prominent role in the Caribbean’s double-digit growth in tourism in 2023.
The USVI also experienced robust tourism revenue — $343.4 million in 2023 (although this is a slight reduction from the record-setting figure of $360.53 million in 2022.)
Hotel occupancy stands at 61.8% territory-wide, while average daily rates are $463.23, far higher than the $318.81 regional number.
Sports marketing
The territory credits expanded strategic marketing efforts by the Department of Tourism for growth, particularly into sports marketing. This effort resulted in partnerships with such major teams/groups as the Boston Red Sox, New York Jets, Chicago Cubs, and Klutch Sports Group.
These partnerships, combined with additional innovation market-ing including international carnival presence, in-person activations, digital footprints and public relations have contributed to a 21% increase in visitation to the territory from pre-COVID levels, reports the Department of Tourism.
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Strong growth in airlift to the U.S.
While 2022 presented some challenges due to cross-industry constraints, including pilot and airplane shortages, the end-of-2023 projections for 2024 remain positive, according to the Department of Tourism.
Seat capacity increased 23% from the continental U.S. to St. Croix and rose 21% to St. Thomas.
For the coming year, the U.S. Virgin Islands will concentrate on re-engaging with international markets, with a focus on Canada, Denmark, and Italy through the use of integrated marketing and international media partners to promote the USVI as an ideal vacation destination. It will also work to increase airlift from the U.S. mainland for winter 2024-25 as well as focus on adding flights to St. Croix from the United States, Canada, and Europe.
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Cruise
The partnership with the Florida-Caribbean Cruise Association (FCCA) will help the USVI increase cruise calls, create new experiences, collaborate with the local private sector, and generate employment opportunities. Cruise passenger projections indicate an 80% rise through 2024, with nearly 650,000 new passengers expected.
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Marine
The Department of Tourism says that it seeks to strengthen partnerships with marine stake-holders, expand marine experiences, and attract businesses to set up headquarters in the USVI.
Collaboration with the Econo-mic Development Authority (EDA) on marine initiatives and working with U.S. Customs and Border Protection and the Department of Homeland Security to support increased marine development are key goals. It will launch the Virgin Islands Boating Expo (VIBE) in 2024.
