USVI Steps Up Promotional Efforts

The U.S. Virgin Islands Department of Tourism has launched a plan to stimulate demand for the winter season.

The measures include additional incentives to travel agents and other industry partners as well as value-added deals for travelers, according to Beverly Nicholson-Doty, commissioner of tourism.

“We recognize the challenges in the marketplace that increasingly pose a threat to the sustainability of our economy and tourism business this winter and beyond,” Nicholson-Doty said.

Key components of the 10-point plan include a $1.5 million ad campaign to run over the next 45 days in online and print media outlets. The campaign’s centerpiece is the USVI’s Winter Escape promotion, offering $300 in American Express Travelers Checks and a free fifth night.

Other incentives are a $50 credit on attractions, a $50 restaurant certificate and a coupon savings book. The total value for the USVI traveler staying at least five days is more than $2,000, according to Nicholson-Doty. Packages must be booked by Dec. 10 for travel between Dec. 15 and March 31.

Representatives in the USVI’s mainland sales offices will meet with more than 1,000 agents in the next 45 days to drive interest in the promotion; agents will receive a $50 bonus for each five-night booking they generate.

Media visits to the destination this fall will center on the St. Croix Blue Bay Jazz Fest, Nov. 19 to 23. Additional on-island events this winter will be promoted.

Attention will be focused on airlift from U.S. gateways into St. Thomas, which has increased 3 percent since May, and into St. Croix, according to the commissioner.