USVI Promoted at Destination Symposium

Marketing strategies unveiled at the 12th annual Virgin Islands Destination Symposium in St. Thomas include a new ad campaign reflecting the diversity of the islands of St. Croix, St. John and the meeting host, St. Thomas.

They also include a separate campaign and tagline branding St. Croix´s culture and history; a renewed focus on niche markets, especially mega and charter yachts; and the promotion of seasonal specials and special events.

The symposium, attended by more than 100 tourism and government officials and airline representatives, also included 42 US tour operator representatives, up from 27 who attended last year, and a far cry from the four who attended the first gathering in 1993, said tourism commissioner Pamela Richards.

The future looks bright for the territory, according to Richards who reported visitor arrivals jumped 10.2% to 2.5 million in 2004. St. Croix´s visitor count, although small in comparison to St. Thomas and St. John, did increase almost 15%.

Figures for 2005 are on track to surpass last year´s numbers, with numerous hoteliers reporting high occupancies for this past winter.