In a move to invigorate the local tourism sector, the Virgin Islands Department of Tourism hosted its first-ever summit at the Westin Resort at Frenchman’s Reef, marking what speakers said was a significant step toward bridging the gap between small business operators and the tourism industry in an effort to foster collaboration and growth.
The summit saw the convergence of about 100 public and private sector members, business representatives, and industry experts. They gathered to discuss and strategize on critical issues such as the state of Caribbean tourism, expanding the tourism product, leveraging social media for business partnerships, and understanding U.S. tourism trends.
Gov. Albert Bryan Jr. set the tone with his opening remarks, emphasizing the importance of listening to industry experts. “Today is a lot about what you, the industry experts, have to say. It’s about what you think needs to be done … If we do it in a unified and concerted effort, imagine how impactful it will be.”
Addressing the Current Landscape
Tourism Commissioner Joseph Boschulte highlighted a survey by travel group Expedia, which ranked St. Thomas as the top destination for the U.S. travel market. Boschulte attributed this to increased airlift and a more balanced tourism season. He also announced new airlift developments for St. Croix, with Frontier and JetBlue expanding their services.
“One of the things I am very proud to say is we’re getting new lift coming into St. Croix … Frontier coming into St. Croix for the first time and JetBlue coming back. It’s important not only for helping to make connections back to the mainland but also through the Caribbean,” Boschulte stated.
The summit’s keynote speaker, Martinique Lewis, shared insights on targeting underrepresented travel customers. Lewis, an award-winning diversity in travel consultant and president of the Black Travel Alliance, emphasized the power of storytelling to inspire and engage potential tourists.
“When you speak about things, you want to inspire people; when you tell the story, you want to enlighten and create instant rapport,” Lewis said, recounting a personal story of how a visit to the Virgin Islands turned into a heartfelt cultural exchange.
A breakout networking session capped off the day, encouraging small business owners to connect with each other and with tourism officials. This session aimed to build a robust network of local businesses that can offer unique and memorable experiences to tourists.
Boschulte underscored the summit’s goal of inclusivity, inviting individuals and small- to mid-sized business owners to partner with the Department of Tourism. He emphasized the importance of these businesses in creating the authentic experiences that attract and retain visitors.
“Inside of USVI Tourism, we always reflect on things that need improvement. What we decided to do, with the encouragement of Governor Bryan, is to be a little more transparent with our community,” Boschulte said during a break between panels.
He also stressed the importance of open communication between the public and the Department of Tourism. “We’re trying to make sure the lines of communication are there between the public and the Department of Tourism,” he said. “More importantly, that there’s a level of comfort that you can reach out and have conversations with Tourism, and not feel like there’s Tourism over there and if I don’t own a big hotel I cannot talk to Tourism.”
He highlighted the contributions of small business owners who create unique local experiences, from hair braiding to serving traditional dishes and local drinks. “The fabric of our success is the small business people who create the experiences that people are willing to pay significant amounts of money for,” Boschulte said.
Boschulte concluded by inviting feedback and stressing the department’s commitment to continuous improvement. “We strive to be great every day; some days we’re good, some days we’re great. I don’t think we ever think we’re perfect. You could say, ‘Hey Joe’ – or anybody on our team – ‘There’s something that we notice on the way to X-Y-Z beach – we notice some litter,’ or ‘We notice that customer service is not necessarily the best,’ is there any way you can have that conversation?”
He emphasized that even simple gestures, like smiling and engaging with visitors, can enhance the tourism experience in the territory, which heavily relies on its tourism-based economy.
