USVI Joins the Heavy Hitters Turbocharging Tourism

M.A. Dworkin

USVI - The U.S. Virgin Islands is putting on its “A” game and joining the league of tourism heavyweights like Hawaii, Dominican Republic, Puerto Rico, Bahamas, Jamaica, and Barbados. This has not occurred in a chance or unplanned manner, it has been a calculated climb to the top of the Tourism Champs ladder. 

A new report now confirms what tourism insiders already suspected, a handful of destinations are leading the pack and turbocharging the entire tourism industry in 2025 like never before. 

What’s really driving this surge? Why are the U.S. Virgin Islands, Hawaii, and Puerto Rico suddenly dominating global attention? It is well known that the Bahamas and Jamaica (until the recent tragedy of Hurricane Melissa) have been setting tourism records, and that Barbados has been crafting a strong comeback. Travel agents have known for years, the Dominican Republic has already been miles ahead of the rest. But the real shocker is the emergence of the U.S, Virgin Islands (USVI) as a pacesetter. This isn’t just news around the Caribbean, it’s a tourism revolution in motion.

At midway through 2025, the USVI has achieved what most destinations only dream of - unstoppable tourism momentum backed by rising traveler demand, global visibility and a booming infrastructure, fueled by tens of billions of dollars pouring in from the U.S. government on projects related to the rebuilding from the recovery of the devastation of Hurricane’s Irma and Maria. 

From double-digit increases in cruise ship arrivals, to increased hotel occupancy, to smartly placed branded partnerships with sports teams and other influential spotlights, every sector of the Territory’s travel economy is pumping on all four-cylinders.

The numbers speak for themselves, this is more than growth, it is a full-scale evolution of the USVI into one of the most magnetic destinations in the Caribbean. 

Spearheaded by the visionary concepts of Governor Albert Bryan Jr. and the bold moves by Commissioner of Tourism Joseph Boschulte, tourism has taken center stage in the USVI economy. Cruise tourism on St. Thomas and St. John is expected to be over 1.48 million passengers in 2025 and on St. Croix, 208,000 cruise visitors, an increase of nearly 300 percent over recent years. The uptick in cruise activity comes from strategic positioning, smarter scheduling, and increased consumer interest in islands that are duty-free and passport free to U.S. mainlanders.

Currently, the USVI ranks third in the Caribbean for both average daily rate (ADR) and revenue per available room (RevPAR) in hotel occupancy, each over 30% above the regional average. These numbers speak of people who are not just casual visitors to the USVI but travelers who are investing in their experience. 

Visibility is all-important in today’s hyper-competitive travel landscape, and the USVI is strutting their stuff for marketing wins that boost global brand awareness. Through partnerships with major brands like the LPGA, Chicago Cubs, New York Jets, Boston Red Sox and  iHeart Radio, the Territory is fast becoming a worldwide brand.

These strategic collaborations extend USVI’s reach into key markets while reinforcing a message of accessibility, luxury, and cultural authenticity. 

Corporate and group travel is another bright spot. The Territory hosted 17 meetings and incentives programs during the current fiscal year. These generated nearly 7,000 room nights, over $2.7 million in room revenue and $330,000 in tax collections. St. Thomas now ranks as the fifth most preferred destination for incentive travel in the Caribbean, surpassing even Puerto Rico and Jamaica. This growth showcases the USVI’s expanding appeal beyond leisure travel into the lucrative business travel segment. 

With the numbers from the second half of 2025 still to come in, the trajectory points decidedly upwards. New air routes, expanding cruise calls, rising room rates, and global media partnerships are all converging to keep the USVI at the top of its game.