At Caribbean Travel Marketplace 2025, Alani Henneman, Assistant Commissioner of Tourism for the U.S. Virgin Islands Department of Tourism, shared a confident and forward-looking update on the territory’s thriving tourism sector. With record-breaking airlift, the return of marquee hotel properties, and a booming shared economy, the U.S. Virgin Islands (USVI) is not only recovering—it’s setting new standards for inclusive, year-round Caribbean travel.
Record Airlift and Recovery Fuel Tourism Success
The USVI has achieved a milestone in airlift, with current figures exceeding pre-pandemic 2019 levels by over 40%. This increase in accessibility is a direct contributor to the territory’s strongest tourism performance on record in 2024—and expectations are even higher for 2025.
“We’ve never had this level of airlift before,” Henneman said. “It’s driving new visitation, creating more opportunities for local businesses, and reshaping the way people see the U.S. Virgin Islands.”
Alongside air travel, cruise arrivals have also rebounded, contributing to a healthy mix of long-stay visitors and day-trippers eager to explore the islands.
What’s New: Westin’s Return and Shared Economy Boom
One of the most exciting developments is the return of the Westin Frenchman’s Reef in St. Thomas, adding nearly 500 rooms to the territory’s upscale accommodations inventory. This addition enhances the region’s ability to cater to luxury and group travel markets, particularly within the MICE and leisure sectors.
Yet perhaps even more transformational is the surge in shared economy accommodations. “We now have more shared economy rooms than traditional hotel rooms,” Henneman revealed, underscoring the pivotal role platforms like Airbnb and Vrbo play in expanding the destination’s lodging options.
This model is not only meeting growing demand—it’s helping diversify visitor experiences by offering travelers unique, community-based stays across all three islands: St. Thomas, St. John, and St. Croix.
A Destination for All Ages—and All Seasons
The USVI is witnessing a broadening demographic profile, with visitors ranging from Gen Z digital nomads to multigenerational families and seasoned cruisers. Henneman credits this to a multi-platform marketing approach that includes:
- Digital campaigns
- Social media storytelling
- Traditional media and market activations
- Strategic data partnerships with platforms like Hopper and BoardKeys
“We’re seeing a flattening of the seasonal curve,” she noted. “That means travel is more consistent year-round, which is healthier for the economy and the community.”
Why Marketplace Matters: Intelligence, Insight, and Impact
CTM 2025 isn’t just a showcase—it’s a strategic opportunity. Henneman emphasized the importance of direct engagement with travel buyers, tour operators, and tech partners. “Our meetings here give us powerful insights—market data, consumer trends, and ideas that help us refine our approach.”
She cited early meetings with companies like Hopper as being instrumental in shaping smarter campaigns and understanding how travelers are engaging with USVI content.
The Heart of the USVI? Its People.
When asked the one must-have experience in the U.S. Virgin Islands, Henneman responded without hesitation:
“It’s our people.”
While the USVI offers the classic Caribbean trio of sun, sand, and sea, its cultural legacy is truly unique. With 200 years of Danish heritage and over a century as a U.S. territory, the islands offer a blend of history, hospitality, and identity not found anywhere else in the region.
“We are part Caribbean, part American, and entirely ourselves,” Henneman said. “That’s what makes the U.S. Virgin Islands unforgettable.”
Looking Ahead
With a thriving hospitality ecosystem, growing air and cruise connectivity, and a commitment to cultural authenticity, the U.S. Virgin Islands are positioned to make 2025 another record-setting year.
Whether you’re a solo explorer, a family of five, or a luxury group seeking a tropical escape, the USVI is not only easy to reach—but impossible to forget.
