The Virgin Islands’ tourism industry is thriving, BVI Tourist Board Director Sharon Flax-Brutus told stakeholders during a meeting on Friday at BVI Finance.

The session was one of a series being held to update tourism professionals on recent developments in their industry, said the BVITB director.

While painting a very optimistic picture, Ms. Flax-Brutus explained that the VI surpassed a million visitors for the first time in 2016 thanks to a 21.9 percent increase in overall arrivals.

Much of that growth was driven by a 35 percent increase in cruise passenger arrivals attributable in part to the new Tortola Pier Park, but overnight arrivals also saw a 3.75 percent increase even with the temporary closure of Rosewood Little Dix Bay, she said.

However, Ms. Flax-Brutus also warned that the upward trend probably won’t continue indefinitely.

“We recognise that in 2017, there may be some flattening because growth tends to plateau to a certain level,” Ms. Flax-Brutus said. “That is something that we’ve been talking about collectively in the industry: What is the right number for the British Virgin Islands? Do we want to continue to have high growth numbers?”
Should the territory decide to attempt to increase numbers further, corresponding infrastructure improvements will be necessary, she added.

Also at the meeting, BVITB Deputy Director Rhodni Skelton reviewed some of the board’s recent initiatives.

“Our marketing strategies are very targeted and very focused,” he said. “A lot of times you hear people saying, ‘I’m seeing Jamaica on XYZ billboard; why am I not seeing the BVI?’”
The answer is simple, Mr. Skelton said.

“You’re not seeing the BVI because, perhaps, that demographic doesn’t match what we, the BVI, are going after,” he explained, adding that the BVITB has recently been focusing more heavily on attracting travellers from Canada and Latin America.

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