U.S. Virgin Islands Reports Strong Mid-Year Tourism Growth and Global Visibility in 2025
ST. THOMAS, U.S. Virgin Islands, June 17, 2025 /PRNewswire/ — At the halfway point of 2025, the U.S. Virgin Islands Department of Tourism is reporting strong gains across airlift, cruise arrivals, accommodations, cultural events, and global brand visibility. With continued momentum and sustained interest from travelers and industry partners alike, the territory remains one of the most dynamic destinations in the Caribbean.
'We've reached the halfway point of 2025 with exceptional results that reflect the appeal and strength of the U.S. Virgin Islands,' said Joseph Boschulte, U.S. Virgin Islands Commissioner of Tourism. 'This is a testament to the dedication of the Department of Tourism team and local stakeholders who together remain focused on sustainable growth, strategic partnerships, and cultural authenticity.'
Air service continues to expand, making it easier for travelers to access the territory. New daily nonstop flights from Dallas to St. Thomas are now operating, while additional service from Chicago and Boston is scheduled to begin in December. St. Croix will also gain new nonstop connectivity from Chicago later this year. These new routes come on the heels of record arrivals in 2024. Air arrivals for 2025 are projected to be slightly below 2024's record numbers.
Cruise arrivals are also trending upward. St. Thomas/St. John is projected to receive 1,487,753 passengers across 414 ship calls this year, marking a 4 percent increase. St. Croix anticipates 86 calls and more than 208,086 passengers, reinforcing the island's role in the territory's cruise strategy.
Hotels and vacation rentals are performing well across the territory. Hotel occupancy has grown 4.3 percent, and hotel tax collections have surpassed 2024 April Year-To-Date (YTD) revenues by 6.7 percent and are 41.0 percent ahead of the same period of fiscal year 2023. Short-term rental revenue is also up, with fiscal year collections tracking nearly 11 percent ahead. The U.S. Virgin Islands now ranks third in the Caribbean for both average daily rate and revenue per available room, each more than 30 percent above the regional average.
Signature cultural celebrations continue to be a major draw. The Crucian Christmas Festival and St. Thomas Carnival generated more than $5.6 million in combined earned media value and brought thousands of visitors to experience the music, food, and pageantry of the islands. The upcoming St. John Celebration, taking place June 29 through July 4, is expected to attract visitors from across the region and showcase the vibrant spirit of the U.S. Virgin Islands.
National marketing efforts continue to elevate the territory's profile across key markets. Strategic partnerships with the LPGA, Chicago Cubs, New York Jets, Boston Red Sox, Klutch Sports Group, Fenway Sports Management 'Way Up with Angela Yee' and I Heart Radio are helping extend USVI visibility. The destination was also featured at the 2025 Dreamville Festival and is preparing for activations at major lifestyle events later this year, including the Food & Wine Classic in Aspen, LPGA FM Championship, Angela Yee Day and One Musicfest.
Meetings and incentives travel has also gained traction, with more than 17 programs booked during fiscal year 2023–2024, generating nearly 7,000 room nights, $2.7 million in room revenue, and over $330,000 in tax revenue. According to Cvent, St. Thomas is now ranked as the fifth most preferred Caribbean destination for incentive travel, ahead of Puerto Rico and Jamaica.
Recent accolades continue to reinforce the U.S. Virgin Islands' standing as a top Caribbean destination. In 2025, Caribbean Journal recognized the territory as both Caribbean Yachting Destination of the Year and Event Destination of the Year. St. Croix earned the title of Caribbean Culinary Destination of the Year, while local chef David 'Benji' Benjamin was named Caribbean Chef of the Year. The territory also received global praise from Tripadvisor, which ranked Trunk Bay and Magens Bay among the top ten beaches in the world in its Travelers' Choice Best of the Best Awards.
For more information about the U.S. Virgin Islands and its offerings, please visit https://www.visitusvi.com/.
About the U.S. Virgin Islands
About 40 miles east of Puerto Rico, the U.S. Virgin Islands comprise a United States territory located in the northeastern Caribbean Sea. The three islands are St. Croix, St. John, and St. Thomas, where the capital of Charlotte Amalie is located. Perfect for leisure or business travel, the U.S. Virgin Islands features breathtaking, world-renowned beaches, an international marine industry, European architecture, and a burgeoning restaurant industry. No passports are required from U.S. citizens traveling from the U.S. mainland or Puerto Rico. Entry requirements for non-U.S. citizens are equivalent to entering the United States from any international country. Upon departure, a passport is required for non-U.S. citizens. For more information about the United States Virgin Islands, go to www.VisitUSVI.com, follow us on Instagram (@visitusvi) and Twitter (@usvitourism), and become a fan on Facebook (www.facebook.com/VisitUSVI).
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