U.S. Virgin Islands Launches New Marketing Campaign as Recovery Continues

by Jessica Montevago

The U.S. Virgin Islands Department of Tourism has developed a 150-day marketing plan, in response to its ongoing recovery following two Category 5 hurricanes last September.

"This new plan has been developed to establish priorities and a road map of activities we will pursue as our destination recovers," Commissioner of Tourism Beverly Nicholson-Doty stated, adding that they will share regular process updates with travel advisors as they are available.

As of December, 70 percent of hotels and rooms are not operational. Several properties are undergoing extensive renovations, including Caravelle Hotel, the King Christian and Company House Hotel. Meanwhile, cruise ship traffic is approaching pre-storm levels in St. Thomas  with nearly 50 port of calls in January. St. Croix welcomed 12 port of calls this month. Most restaurants, attractions, and shops have reopened for cruise passengers.

Additionally, voluntourism opportunities are being launched across the Territory and a detailed plan for which will be unveiled during the first quarter of 2018.

Digital marketing efforts will focus on social media, highlighting segments such as cruise, shopping, dining, watersports, beaches, romance, culture, available accommodations and yachting. They will also share Virgin Islanders' stories of resilience with the hashtag #USVIStillNice.

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