Ms. Wheatley, a student at St. George’s Secondary School, was the territory’s senior division finalist in the recent Florida-Caribbean Cruise Association essay contest. Participants were asked to write on a theme: “What my destination can do to become more competitive in the global tourism market.”
A destination of tranquillity, relaxation and time; you’ll never forget my destination, the Virgin Islands. It is truly a place to call heaven. The VI is located east of Puerto Rico and consists of four main islands: Tortola, Virgin Gorda, Jost Van Dyke and Anegada, along with over 50 small islands and cays. In such a place there’s always room for improvement — especially to become more competitive. What competition is Hawaii, Caribbean islands with physical attractions like Dominica and St. Lucia, or popular celebrity spots like St. Barths and Barbados when we have our culture, skills and natural qualities?
When people are asked how their country can be improved, they usually generate long lists that include items to import for improvement in infrastructure, and skills that are needed. When it comes to tourism, however, the VI needs to look less at bringing in and more at what is already here. When it comes to tourism, it is less about the temporary “artificial” attractions and more about the timeless beauty of the islands themselves. Tourists don’t want a holiday experience that can be achieved at just any destination: They want a unique cultural experience like none they have had before.
So what does the VI have to offer in the tourism market just by being the VI? The VI is simply beautiful. Tourists who not only visit our island once but continue to visit every year do not come because of any complicated manmade structure. They come simply because they can relax in a secluded, friendly and clean environment. Clean environmental surroundings can make a big impression on people, and they say a lot about what residents think about themselves and their country. If we keep our environment clean and comfortable, the tread of annual visitors will increase.
‘Greatest treasures’
It is no wonder that our greatest treasures are not lavish hotels costing millions of dollars from outside companies, but the natural beauty of our national parks, coral reefs, beautiful beaches and fantastic snorkelling and diving sites. Just one trip to The Baths, the sugar mill, Anegada or even Jost Van Dyke will leave you speechless with the simplicity of their beauty. Each island has its own historical story to tell, keeping the culture alive. Whether it is the Copper Mine still standing after many years, the sugar mill at Mount Healthy on Tortola or the rum distillery that is running in Cane Garden Bay. Exposing the sites that tourists would like to see would be a gift.
Attitude is a little thing that makes a big difference. Training staff of businesses, restaurants and hotels on interaction with others is a great way to embark on building a reputation of good will.
You can build another Taj hotel, you can build another Marriott, and you can even build another Hyatt. But you cannot build another Baths, another Anegada, or another VI. These sites and features represent a unique and timeless beauty that can be rivalled by no other. Too many places around the world have succumbed to the pressure to build luxury resorts that, after a few years, leave the country while the scars of their ambition remain.