ST. THOMAS, U.S. Virgin Islands, June 18, 2025 – The U.S. Virgin Islands is celebrating a record-setting first half of 2025, bolstered by expanded airlift, strong cruise traffic, surging hotel performance, and global promotional partnerships. As one of the Caribbean’s most dynamic and accessible destinations, the U.S. Virgin Islands (USVI) continues to attract leisure travelers, cultural tourists, and event organizers with its rich heritage and strategic development plans.
Commissioner of Tourism Joseph Boschulte confirmed that the region’s growth trajectory is not only steady but exceptional. “We’ve reached the midpoint of 2025 with performance indicators that reflect our long-term investments in air connectivity, cultural tourism, and global marketing,” he said. “Our entire tourism ecosystem—from hotels to festivals to strategic brand partners—is aligned toward sustainable growth.”
Expanded Air Connectivity to St. Thomas and St. Croix
Air arrivals into the USVI have been strengthened by new nonstop routes launched in early 2025. Daily nonstop service from Dallas to St. Thomas is now active, adding to the territory’s strong U.S. market links. Additionally, seasonal nonstop flights from Chicago and Boston are slated to begin in December, offering even more convenient access for northern U.S. travelers. Notably, St. Croix is also set to benefit with a new nonstop flight from Chicago by the end of the year.
While overall air arrivals for 2025 may fall slightly short of the 2024 record, projections remain robust, confirming sustained traveler interest in the territory’s unique offerings and visa-free travel for U.S. citizens.
Cruise Sector Anchors USVI’s Growth
The cruise industry continues to serve as a vital economic engine for the U.S. Virgin Islands. St. Thomas/St. John is expected to welcome nearly 1.49 million passengers across 414 ship calls, marking a 4% increase year-over-year. St. Croix, often viewed as the territory’s quieter cultural gem, anticipates 86 ship calls and over 208,000 cruise visitors, reinforcing its importance in the territory’s tourism strategy.
Hotel and Rental Market Strengthens
Accommodation performance across the territory reflects rising demand. According to the Department of Tourism, hotel occupancy is up 4.3%, and hotel tax collections have jumped 6.7% year-to-date compared to 2024. Compared to fiscal year 2023, this represents a stunning 41% increase.
Short-term rentals are also flourishing. Revenues have surged, with fiscal year collections up nearly 11%. Impressively, the U.S. Virgin Islands now ranks third in the Caribbean for both average daily rate (ADR) and revenue per available room (RevPAR)—both more than 30% above the regional average.
Cultural Festivals and Events Drive Visitor Demand
Cultural tourism remains a cornerstone of the USVI strategy. The St. Thomas Carnival and Crucian Christmas Festival together generated over $5.6 million in earned media value, drawing thousands to experience the islands’ colorful traditions, culinary delights, and musical heritage.
The upcoming St. John Celebration (June 29 – July 4) is expected to attract both regional and international visitors, continuing to showcase the unique spirit and unity of the Virgin Islands through parades, concerts, and local crafts.
Strategic Marketing Partnerships Raise Global Profile
In 2025, the Department of Tourism has leveraged a diverse set of brand partnerships to enhance visibility across the mainland U.S. These include alliances with major sports and entertainment entities such as the Chicago Cubs, Boston Red Sox, New York Jets, and the LPGA. Cultural partnerships with I Heart Radio, the Dreamville Festival, and Angela Yee’s Day have enabled the USVI to reach younger, culturally savvy audiences.
Upcoming participation in marquee events like the Aspen Food & Wine Classic, LPGA FM Championship, and One Musicfest aims to further elevate the territory’s image among affluent and experience-driven travelers.
Meetings, Incentives, and Business Travel Rise
The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is also picking up pace. In fiscal year 2023–2024, more than 17 incentive programs were held in the territory, resulting in nearly 7,000 room nights, $2.7 million in revenue, and $330,000 in tax generation.
According to Cvent, St. Thomas now ranks as the fifth most preferred Caribbean destination for incentives travel, surpassing even Puerto Rico and Jamaica.
Awards and Accolades Affirm USVI’s Allure
Recognition continues to pour in for the islands’ achievements in hospitality and experience delivery. The Caribbean Journal named the U.S. Virgin Islands the 2025 Caribbean Yachting Destination of the Year and Event Destination of the Year. Culinary prestige also shines, with St. Croix receiving the title of Caribbean Culinary Destination of the Year and local chef David “Benji” Benjamin crowned as Caribbean Chef of the Year.
Globally, Tripadvisor listed Trunk Bay and Magens Bay among the Top 10 Beaches in the World in its prestigious Travelers’ Choice Best of the Best Awards.
About the U.S. Virgin Islands
Situated 40 miles east of Puerto Rico in the northeastern Caribbean Sea, the U.S. Virgin Islands comprise three main islands: St. Thomas, St. Croix, and St. John. As a U.S. territory, no passport is required for U.S. citizens traveling from the mainland or Puerto Rico, offering seamless access to Caribbean beauty. The islands are renowned for their crystal-clear waters, colonial architecture, thriving yachting industry, and burgeoning food scene, making them a preferred destination for both leisure and business travel.
With half of 2025 already behind them, the U.S. Virgin Islands are well-positioned to finish the year as a top-performing Caribbean destination—poised for even greater success on the global tourism stage.
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