Cruise Ships Bring $340 Million in Spending to U.S.V.I. in 2011-2012 Season

The cruise lines brought an estimated $340 million in direct spending to the territory during the 2011-2012 season, the third-highest total for cruise destinations in the region, according to a recently-released analysis.

V.I. Tourism Commissioner Beverly Nicholson-Doty said the study entitled "Economic Contribution of Cruise Tourism to the Destination Economies," by Business Research and Economic Advisors provides important information for the territory.

The study provides data on how cruise ship tourism contributed to the economies of 21 destinations in the region during the 2011-2012 cruise season. It was presented at the recent Florida-Caribbean Cruise Association Conference in Curacao.

Nicholson-Doty said that several things struck her about the study, which collected data on 21 destinations in the region, including the U.S. Virgin Islands. Similar studies were in 2006 and 2009.

She said that the report highlights some areas of concern for the territory, including that St. Thomas fell from the No. 1 spot in terms of average cruise passenger spending.

According to the study, average cruise passenger spending per visit in the territory dropped from $193.22 per passenger in 2009 to $146.70 per passenger in 2012, while on St. Maarten, average cruise passenger spending per visit went from $147.98 in 2009 to $185.40 in 2012.

One critical factor that Nicholson-Doty said must be addressed is the length of time a cruise passenger can spend in the territory and the effect of the overall transportation infrastructure on that.

One of the things Tourism is focused on, she said, is working to facilitate the more efficient movement of cruise ship visitors, "understanding that the economic spend is critical."

Asked about the difference in opportunities for visitors to spend depending on whether their ship calls at Havensight or Crown Bay on St. Thomas, Nicholson-Doty said she believes that Crown Bay "has certainly expanded its options."

And that, she said, is where the issues of transportation and traffic congestion on St. Thomas come into play. Nicholson-Doty said she also believes that ensuring diversity of "the product" for cruise ship passengers is important.