United States Virgin Islands (USVI) tourism officials are hopeful that the destination will again be able to secure direct air service from Canada, which would also likely lead to the re-appointment of representation and marketing activities in the country.
The destination has been without direct flights, and representation, in this country for several years.
But USVI commissioner of tourism Joseph Boschulte told Travel Industry Today at the recent Caribbean Travel Marketplace in Nassau, Bahamas, that “we do plan to re-engage with Canada.”
He says the decision that “Canada is definitely a market we want to pursue,” was confirmed after a USVI department of tourism delegation visited Toronto last September and was “pleasantly surprised by the amount of interest” shown by Canadians they encountered.
Of course, lift is the lynchpin of any successful tourism effort by a destination and, as such, Boschulte says he has been in discussions with Canadian carriers to reintroduce direct service – efforts that he hopes will bear fruit by the end of the year. “We’re being very aggressive,” he assured TIT.
If and when Canadians begin stepping off direct flights, they’ll find a destination – which is comprised of St. Thomas, St. Croix and St. John – that has largely recovered from the effects of hurricanes Irma and Maria in 2017, with the Ritz-Carlton St. Thomas having notably re-opened on Nov. 23, along with other hotels, including the Westin St. John and Bolongo Bay Beach Resort.
Anticipated new hotels coming later in the year include Frenchman’s Reef Marriott Resort & Spa, and Marriott’s Autograph Collection, Noni Beach, a St. Thomas Resort, along with Renaissance Carambola and Divi Carina Bay on St. Croix.
Cruise arrivals in St. Thomas have also rebounded and topped 1.4 million in 2019 – a slight increase over the year before.
In fact, cruising is so important to the USVI that work is under way in Charlotte Amalie in St. Thomas to remake the downtown waterfront and area around the cruise terminal to ease the flow of cruise visitors – a project that Boschulte reports is 70 percent complete and which addresses the “one major negative” that capital has endured for years – congestion. Included will be walkways from the cruise terminal to Main Street, which itself has been refurbished and re-opened in late 2019.
Meanwhile, a new campaign – “A vibe like no other, St. Croix” – has been launched to encourage visitors to travel beyond the bustling St. Thomas hub to the USVI’s largest island, a “hidden gem” known for its people, culture, historical sites and architecture and “laid-back vibe.”
St. John remains noted for its nature and having some of the best (white sand) beaches in the world.
Another USVI initiative is promoting the islands’ many and varied festivals, including Carnivals, says Ian Turnbull, who wields the job title Director of the Division of Festivals for the tourism ministry.
Noting that each island has its own events – some like Carnival in St. Thomas now entering its 68th year – he says festivals are very popular and help “bring different travellers to the islands.”
And by rebranding them under the of the ministry of tourism, he says a story can be told of “our culture and enjoying our people and our pride and the love that we have for our home – because that’s essentially what carnivals and festivals are: a celebration of the people on the islands.”
And with a multitude of festivals – one almost every week – “This is a great opportunity for people to come to the islands,” he says.
This year’s carnivals are April 4-May 3 for St. Thomas and June 6-July 4 for St. John, while St. Croix’s is Dec.-Jan.
A dedicated web site for festivals, including booking options for hotels, is expected to be launched in March (fetebooking.com).
Joseph Boschulte