USVI 2025 Tourism Strong as Trump Policies Weaken U.S. Tourism Markets

M.A Dworkin

USVI - The U.S. Virgin Islands Department of Tourism closed out 2025 with a strong tourism performance across the Territory, reinforcing its standing as a leading Caribbean destination. Throughout the year, travel to the U.S. Virgin Islands remained resilient, supported by consistent air access, active cruise operations, and sustained interest from key U.S. markets.

The continued success of the USVI in attracting tourists to its islands differs greatly from the problems the Trump Administration is causing in the tourism sectors in the Upper 48 States. Trump’s tariff and diplomatic policies (annexing Canada) dealing with Canada have directly caused a drop in Canadian travel by both car and air travel to the U.S. by 23%, in 2025, which equates to a $6 billion loss. 

The fact is, Canadians are travelling more in 2025, just not to the U.S. For years Canadians have been the biggest source of international visitors to the U.S., making up 28% of foreign tourists. From Washington State to Las Vegas to northern New England, U.S, business are getting throttled by the drop in Canadian tourism,

“I can count the number of Canadian license plates on one hand,” said one northern New Hampshire business owner who is only eight miles from the Canadian border. “I’m just trying to plug along and keep my nose above the waterline.”

IIn Las Vegas, Canadian tourism’s decline has significantly affected the hospitality, gaming and retail sectors. Political tensions between the two countries is the leading cause, as anti-canadian rhetoric by Trump and trade disputes have been cited as the leading factors to a perceived boycott by Canadians.   

So even as Trump has recently issued an Executive Order (EO) effectively dropping the U.S. out of the United Nations Tourism organization (UN-Touism), a great deal of kudos is to be handed out to the USVI Tourism Department and the USVI Government for staying out of the political fray and keeping their game hats on as they wade their way through the many changes that are occurring in the Caribbean region.

Across the year, the USVI welcomed almost 1 million airline passengers through Cyril E. King Airport in St. Thomas and Henry E. Rohlsen Airport in St. Croix, reflecting consistent demand from core U.S. markets. Cruise travel also played an important role in overall visitation, with nearly 1.83 million cruise passengers arriving in St. Thomas and St. Croix. 

“The close of 2025 reflects the strength and discipline of the U.S. Virgin Islands tourism product,” said Jennifer Matarangas-King, Commissioner for the USVI Department of Tourism. “Our focus was on maintaining access, strengthening partnerships, and guiding growth in a way that aligns with our communities as we move into 2026.” 

Beyond visitor volume, the USVI continued to elevate its profile through strategic sports and lifestyle partnerships that expanded national visibility across key U.S. markets. Throughout 2025, the Department maintained ongoing collaborations with organizations including the New York Jets, Chicago Cubs, Boston Red Sox, Milwaukee Bucks, Pickleball for America, and Fenway Sports Group, extending destination awareness to new and repeat audiences while reinforcing the Territory’s brand. These efforts were complimented by continued support of in-destination sporting events such as Paradise Jam, the YES Tournament, the USVI Cup, and the St. Thomas International

Regatta.

Although Caribbean tourism has taken a substantial hit in 2025, down close to 10%, due to the Canadian drop off, with Cuba and the Dominican Republic suffering steeper declines, tourism from South America has offset part of the loss. With Trump dropping out of dozens of UN affiliated organizations, including UN-Tourism, his move plainly shifts global tourism leadership away from the U.S. into the waiting arms of China, Saudi Arabia, the UAE, India, and the European Union. The U.S. absence does more than reduce a great deal of funding from the UN organization, along with removing a symbolic leader from the worldwide tourism sector, it fundamentally reshapes global tourism politics. Without U.S. involvement, UN-Tourism risks becoming an organization with many members but diminishing geopolitical relevance. 

Fortunately, the USVI is realizing that sticking to its tourism game plan established in previous years, is the best way to keep tourists visiting our beautiful shores.