Rose Anne Farrington is the Deputy Commissioner of the U.S. Virgin Islands Department of Tourism. Born in St. Vincent and the Grenadines, Farrington’s childhood journeys across the Caribbean instilled a deep appreciation for the region’s diverse cultures.
This deep appreciation becomes obvious when you meet Rose in person. She loves, breezes, and understands the travel and tourism industry and is a true American patriot when it comes to her home islands, the US Virgin Islands.
This passion for her islands was in her voice when she told journalists at the recently concluded SOTIC Conference in the Cayman Islands that attended the USVI press event.
USVI Tourism Spotlight
Territorywide the USVI is expected to see a 24% increase in airlift arrivals in 2024 over 2023. The actual arrivals in Q1 2024 is up 26.5% over Q1 2023.
This is what she told journalists attending the recently concluded State of the Industry SOTIC conference in the Cayman Islands by the Caribbean Tourism Organization.
Airlift to US Virgin Islands
- To St. Croix: Frontier Airlines: SJU to STX begins service June 2024. JetBlue Airlines: SJU to STX begins December 2024
- To St. Thomas American Airlines: added daily CLT to STT, weekly DFW to STT. American Airlines: added weekly ORD to STT and a third daily MIA STT.
- Delta Airlines kept its second daily ATL to STT for summer 2024
- United Airlines: kept its daily EWR & IAD to STT for summer 2024, and added a second ORD to STT frequency.
- Spirit Airlines added second nd daily FLL & MCO to STT
- Sun Country Airlines added a 2nd weekly MSP to STT
- Jet Blue Airlines added a 2nd weekly BOS to STT
- Frontier Airlines added SJU to STT 4 days a week
Cruising to the US Virgin Islands
- USVI is expected to see an 8% increase in cruise passenger arrivals.
- St. Croix: Projected Calls: 89 with 282,970 arrivals, which is a 77% increase
- St. Thomas: Projected Calls: 404, projected Arrivals: 1,511,389, percentage Increase: 4%
Key Performance Indicators for USVI Tourism
- Hotel Occupancy Growth Rate: Increased by 12.4%.
- Hotel Tax Collections: Surpassing 2023 revenues by 24.0%, at year-to-date (May 2024) and 5.3% ahead of fiscal year 2022.
Sharing Economy:
●Fiscal Year 2024 revenue is 1.1% ahead.
Post COVID Resurgence
The USVI has been named a leader in the Caribbean Region for post-covid resurgence and the territory continues to see increased visitation numbers across all sectors quickly surpassing previous records set before the pandemic.
- #2 in seat growth at 56% increase
- #3 in ADR $603.38, 33% above Caribbean avg
- #3 in RevPar $455.31, 31% above the Caribbean average
- International visitors Q1 2024 up 21% over Q1 2023
- Q1 arrivals up 63% over Q1 2019
USVI Festivals
- Crucian Christmas Festival: December 26- January 4
- St. Thomas Carnival: April 27- May 3
- St. John Celebration: June 27- July 4
- Sports partnerships include the NewYork Jets, Milwaukee Bucks, UBC
- Lifetime partnerships include Roc Nation, and Klutch Sports Group.
International Market
Canada
- Market Insight: Top market; 1-in-3 Canadians plan major trips in 2024.
- Strategy: Focus on top-tier media, and highlight outdoor activities, history, and culture.
- Events: Brand USA Canada Connect, TMAC Media Marketplace, Toronto Caribbean Carnival.
Italy
- Market Insight: One million Italian visitors to the US; 2026 FIFA World Cup opportunity.
- Strategy: Engage travel agents, and promote packages with major US cities.
- Advantages: Logistical ease, US entry procedures, national parks, language, currency.
Denmark
- Market Insight: Largest international market; $3,000+ spend per visit.
- Strategy: Quarterly B2B newsletters, and PR campaigns in Danish media.
- Connectivity: The Denmark to Philadelphia flight; supports 15,000 visitors annually
USVI used to be part of the Danish Virgin Islands or Danish Antilles, a Danish colony in the Caribbean, consisting of the islands of Saint Thomas with 32 square miles
Fiscal Year 2023-2024 Achievements:
- Programs Booked: Over 17 programs.
- Room Nights: Nearly 7,000.
- Room Revenue: $2.7 million.
- Tax Revenue: $333,000.
Summer 2024 Projections
- MICE Events: Multiple events.
- Room Revenue: $1.3 million.
- Tax Revenue: $160,000.
Incentive Travel Trends
- Appeal: High interest in Mexico and the Caribbean.
- Top Destinations: 9 out of 10 are in these regions.
- St. Thomas Ranking: 5th most preferred Caribbean destination for incentive trips, above Puerto Rico and Jamaica (Cvent).
Social Media
USVI presented its engaging social media outreach with branded videos that will create a positive long-lasting vibe on modern platforms including TikTok.
TikTok is an online video-sharing social networking service. It lets people create short videos that can range from 3 seconds to 10 minutes. TikTok videos can be about any topic. TikTok is popular all around the world. TikTok is China-owned and has been a target by the Federal Government not only in the United States to be made illegal. Despite this, the platform is growing around the globe.
Awards
A proud Rose Anne noted numerous awards her destination won:
- Caribbean Executive of the Year, Commissioner Boschulte, Caribbean Journal
- Innovative Destination of the Year (2024), Caribbean Journal
- Cruise Destination of the Year (2024), Caribbean Journal
- Trunk Bay Beach, St John Named #1 Beach in the World, on Banana Boat’s World’s Top 50 Beach list
- Honeymoon Beach, St. John Named #6 Best Beach by USA TODAY 10BEST READERS’ CHOICE TRAVEL AWARDS
- Condé Nast Traveler’s list of the “Best Places to Go”
- Travel + Leisure “50 Best 2023 Destinations”
- Gold HSMAI Adrian Award: U.S. Virgin Islands Department of Tourism’s Everywhere Approach to Marketing
- 2024 ESTO Mercury Awards finalist for Integrated Marketing and Messaging Campaign: State Marketing Budget More Than $10 – “The U.S. Virgin Islands Caribbean Way of Sports & Lifestyle Tourism”
- FOUR Telly Awards for USVI’s Branded Video Content
- Internet Advertising Competition Award for Outstanding Website
The USVI Tourism Website: https://www.visitusvi.com/
