Joseph Boschulte, Commissioner, US Virgin Islands Department of Tourism

Sun, sand and beach. That’s what you would expect from a country with the word ‘Islands’ in its name. But what else do you really know about the US Virgin Islands, a destination that’s eager for Canadians to discover?

Joseph Boschulte, Commissioner of the US Virgin Islands Department of Tourism, tells Travelweek that the U.S. territory, located in the Leeward Islands of the Lesser Antilles and consisting of Saint Croix, Saint John and Saint Thomas, is more than ready to differentiate itself from other Caribbean islands. How? By leaning into the destination’s most valuable asset – its people.

“There is no doubt that the people make the US Virgin Islands what it is,” he says. “Virgin Islanders are proud to call these islands home and we are passionate about showing off our homeland to visitors, highlighting our cultures, our traditions and our way of life. There really is no hospitality like islander hospitality!”

With the all-important winter season ahead, they sit down with Boschulte to discuss everything from post-pandemic recovery, to the Canadian market and how the Department of Tourism plans on working with travel agents.

Would you say that USVI has fully recovered from Covid?

“Over the last three years, tourism in the US Virgin Islands not only survived, but thrived after the Territory reopened in June 2020.

“Although the worldwide cruise industry collapsed — a major driver of the USVI tourism economy — we quickly pivoted our strategy to focus on increasing airlift and overnight stays. Our hard work paid off and  we achieved phenomenal success with record breaking numbers. Between 2019 and 2021, USVI became the fastest-growing destination in the Americas, growing total departure seats by 35.8%. This work not only increased our economic return but also increased local morale through a tough time.”

What kind of year are you expecting in terms of visitation – from the Canadian market specifically?

“We are on track for a fantastic 2023. The cruise industry is on the rise and increased airlift has led to an impressive growth rate in the first six months. The recent opening of three top-tier accommodations (Pink Palms Boutique Hotel, Morningstar Buoy Haus Beach Resort at Frenchman’s Reef, Autograph Collection and The Westin Beach Resort & Spa at Frenchman’s Reef). accounting for 516 additional rooms, will undoubtedly keep this momentum going and offer visitors new, exciting ways to experience our USVI hospitality. This, of course, includes our Canadian travellers, who we always welcome with open arms. Outside of the U.S. market, Canada remains our top priority.”

What makes USVI an ideal destination for Canadians?

“The Canadian market is an exciting new territory for the US Virgin Islands. Our market research shows that Canadian travellers are excited about discovering new places to go that align with their values of social responsibility, eco-tourism and purpose-driven adventures, all done in a warm and welcoming atmosphere. We know that USVI offers them the ideal vacation destination.”

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How would you say USVI is typically marketed? And are you marketing it differently now, post-COVID, to take into account emerging trends?

“What makes USVI unique is that we have three main islands that each offers a unique experience, but still falls within the quintessential island offerings:

St. Croix, our secluded and authentic culinary capital
St. John, our nature-lover’s paradise
St. Thomas, our cosmopolitan island
“Our unique structure allows us to have an option for every traveller’s need, whether it be solo, couples or groups looking for any and all of the above.  

“Our primary focus post-COVID has been to expand and leave our mark on the industry as the industry continues to rebound. From consumer activations, to thought leadership, to trade projects, the USVI is quickly becoming one of the top players in the Caribbean.”
 

How important are travel agents to USVI, and how are you working with them?

“As we enter the Canadian market, we cannot state enough the importance of Canadian travel agents for their work to help educate travellers on our destination. Our U.S. Virgin Islands Travel Agent Specialist Program familiarizes agents with our unique offerings that help distinguish our islands – St. Croix, St. John, and St. Thomas – as a top Caribbean destination.”

Pink Palm Hotel

What are three new offerings that Canadians should know about?

“As mentioned above, we have three exciting new hotels that have opened this year on St. Thomas. Our new adults-only boutique property is Pink Palms Hotel, perched on the cliffs above the famed Yacht Haven Grand. 

“Set along a quarter-mile strip of Morningside Beach, Morningstar Buoy Haus Beach Resort is a beacon of the US Virgin Islands, offering a quieter, more secluded boutique stay. The property will showcase four destination-inspired, open-air restaurants and lounges, an infinity-edge oceanfront pool with a swim-up bar, a health club and 18,000-square-feet of meeting and event space.

“Up the road on the cliff and overlooking Morningside Beach, The Westin Beach Resort and Spa at Frenchman’s Reef is set to open in December 2023 after much anticipation. Guests can enjoy an impressive collection of amenities, such as five restaurants and lounges inspired by the destination, three oceanview pools located on an expansive pool deck featuring a pool bar and cabanas and more.
 

How does USVI compare to other Sun destinations, particularly the ones that Canadians usually favour each winter?

“Three distinct islands for one incredible vacation is a value add you cannot find anywhere else in the Caribbean. We believe that the sheer abundance of experiences and offerings one can have in the US Virgin Islands makes it an exciting new territory to discover. 

“What is also so beneficial to Canadians is that as the US Virgin Islands, it’s U.S. travel, ‘America’s Caribbean.’ And what else do Canadians know more than travel to the U.S.?”

What’s one thing that most Canadians don’t know about USVI that would surprise them?

“We know Canadians are avid cruisers and many that have been to the USVI have stopped over in St. Thomas, whether for a day or for a night. What surprises many Canadians is what else we have to offer, from the six national parks, including Virgin Islands National Park on St. John, to the incredible influences and history, to the three Carnival celebrations held each year. We are the only country in the Caribbean with three annual Carnivals.”

Although there are no direct flights from Canada to the US Virgin Islands, Canadians can connect via several hub cities on major carriers, including American Airlines, Delta and United Airlines to St. Thomas and/or St. Croix. These hub cities include: New York; Boston; Minneapolis; Dallas-Fort Worth; Houston; Atlanta; Miami; Fort Lauderdale; Orlando; Charlotte; Washington, DC; and Chicago.

For more information about travel to the US Virgin Islands, go to visitusvi.com. To become a USVI specialist go to usvirginislandsspecialist.com.

St. Thomas, USVI