"A Vibe Like No Other": USVI Launches New Brand For St. Croix

Anna Kroupina, Open Jaw

The U.S. Virgin Islands Department of Tourism has launched a new brand for the island of St. Croix.

Dubbed "St. Croix: a vibe like no other", the campaign was launched last week at the Caribbean Hotel and Tourism Association's Caribbean Travel Marketplace in Nassau, Bahamas.

"We believe that St. Croix is going to be the big new attraction for tourism in the Caribbean," said USVI Commissioner of Tourism Joseph Boschulte, who said the people, cuisine, history and culture of the destination, coupled with its laid-back vibe, will help position St. Croix as a "go-to" Caribbean destination throughout a new marketing campaign.

The marketing campaign is designed to strengthen demand for the island and features several influential personalities from the St. Croix community as the main voices, according to Boschulte. 

The Department launched the campaign with a focus on digital and social media, including Spotify and Pandora, as well as Facebook, Instagram and Twitter. Print and broadcast will launch in late FEB and early MAR, respectively.

St. Thomas and St. John will continue to be promoted under the overarching United States Virgin Islands banner.

Arrivals Up 8% In 2019

After the 2017 hurricanes, impacted islands saw major dips in arrivals with reduced accommodations inventory. Now, however, airline capacity on St. Croix is ahead of pre-storm levels, said the Commissioner.

Further, Boschulte reported that 2019 saw a 7.9% increase in visitor arrivals by air to St. Croix over 2018, and with refreshed accommodations coming back online in the months ahead, he expects the island to see more positive trends in 2020.

"With Divi Carina Bay Resort & Casino reopening, the Renaissance St. Croix Carambola Beach Resort & Spa undergoing a major refurbishment, the continued growth of the sharing economy, and the oil refinery preparing to deliver fuel supplies this year, St. Croix will no doubt be a preferred destination on the radars of leisure and business travellers," he said.

Anna Kroupina

Anna Kroupina Journalist

Anna is OJ's newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she's new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.

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