It’s All About Working Together

U.S. Virgin Islands, Jamaica Talk ‘Coopetition’

As the region’s ‘bread and butter’ tourism sector rebounds from the global pandemic, the U.S. Virgin Islands Department of Tourism is indicating an interest in collaborating on ‘tourism-enhancing initiatives’ with its Caribbean neighbours.

Following meetins with public and private sector stakeholders in Jamaica, Joseph Boschulte, U.S. Virgin Islands Commissioner of Tourism, said that discussions with Jamaica’s Minister of Tourism Edmund Bartlett and other private sector officials focused on the potential for regional economic revitalization with the unleashing of pent-up tourism demand.

Commissioner Boschulte affirmed that part of the recovery will be embracing ‘coopetition,’ a concept Minister Bartlett supports.

Believing that it’s important to connect the best brains across the region to advance Caribbean brand marketing in the global marketplace, the Commissioner said: “The Caribbean is the most desirable warm weather destination, and we know how to deliver world-class experiences for our discerning guests.”

Both the Commissioner and Minister Bartlett agreed about the need to leverage the strengths of regional destinations to overcome any weaknesses, and both observed trends that had emerged over the past 15 months, such as the loyalty and resilience of urban African American professionals who have been key to the travel recovery in both destinations.

Said: Boschulte: “Regional collaboration is important to our success and we must continue to share best practices, especially as they relate to public health safety protocols even as the traveling community becomes vaccinated.”

And he added: “While we have made great strides curbing the spread of COVID-19, variant strains remain a cause for concern, and we must be vigilant on all fronts to keep our communities and travelers safe.”

While USVI summer bookings are robust, the Department of Tourism continues to push forward on its marketing and promotional initiatives.

Said the Commissioner: “Even with this strong demand, we need to go to market and make the case that we can compete with the rest of the world any day, any week, any month of the year.”

And he also reported that the USVI is stepping up its marketing efforts this summer to remain top-of-mind among travelers, many of whom are already planning their fall and winter leisure and business trips.

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In The Photo

USVI Commissioner of Tourism Joseph Boschulte (right) presented a portrait to and exchanged ideas with Jamaica’s Minister of Tourism Edmund Bartlett in Jamaica last week.


Posted in COVID-19, Destinations, News, Tourism Organizations