At the halfway mark of 2025, the U.S. Virgin Islands Tourism Department is reporting strong performance across key sectors — including airlift, cruise arrivals, accommodations, cultural events, and global visibility — as the territory continues to establish itself as one of the Caribbean’s most dynamic destinations.
“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, 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 to the territory continues to expand, with daily nonstop flights now operating between Dallas and St. Thomas. Additional service from Chicago and Boston is scheduled to begin in December, while St. Croix will receive new nonstop flights from Chicago later this year. These developments follow a record year for air arrivals in 2024. While projections for 2025 show a slight decline from last year’s peak, numbers remain historically strong, according to the press release.
Cruise travel is also trending upward. St. Thomas and St. John are expected to receive nearly 1.5 million passengers across 414 ship calls — a 4% increase. On St. Croix, 86 ship calls are scheduled, bringing more than 208,000 passengers to the island as it continues to play a growing role in the territory’s cruise strategy, the press release stated.
Hotels and vacation rentals are showing healthy growth. Hotel occupancy is up 4.3%, and hotel tax collections through April 2025 have surpassed the same period in 2024 by 6.7% — a 41% jump over 2023. Short-term rental revenue is also climbing, tracking nearly 11% ahead of the prior fiscal year. The U.S. Virgin Islands now ranks third in the Caribbean for both average daily rate and revenue per available room, each exceeding the regional average by more than 30%, the release stated.
Major cultural celebrations continue to attract visitors. The 2025 Crucian Christmas Festival and St. Thomas Carnival generated more than $5.6 million in combined earned media value and drew thousands to experience the music, food, and pageantry of the islands. The upcoming St. John Celebration, scheduled for June 29 through July 4, is expected to further highlight the territory’s vibrant spirit, the release stated.
National marketing campaigns have helped keep the USVI top of mind for travelers. Partnerships with the LPGA, Chicago Cubs, New York Jets, Boston Red Sox, Klutch Sports Group, Fenway Sports Management, “Way Up with Angela Yee,” and iHeartRadio have expanded reach in key markets. The destination was also featured at the 2025 Dreamville Festival and is preparing for activations at events such as the Food & Wine Classic in Aspen, the LPGA FM Championship, Angela Yee Day, and One Musicfest, according to the release.
The meetings and incentives sector is also growing. More than 17 programs were booked during the 2023–2024 fiscal year, generating nearly 7,000 room nights, $2.7 million in room revenue, and over $330,000 in tax revenue. According to Cvent, St. Thomas now ranks as the fifth most preferred Caribbean destination for incentive travel, ahead of Puerto Rico and Jamaica, the release stated.
The territory’s tourism accolades continue to build. In 2025, Caribbean Journal named the U.S. Virgin Islands both Caribbean Yachting Destination of the Year and Event Destination of the Year. St. Croix was honored as Caribbean Culinary Destination of the Year, and local chef David “Benji” Benjamin received the title of Caribbean Chef of the Year. Globally, Tripadvisor ranked Trunk Bay and Magens Bay among the top ten beaches in the world in its Travelers’ Choice Best of the Best Awards, it said.
