Charlotte Amalie ranks #25 for Top Shopping Destinations in Americas & Caribbean
CHARLOTTE AMALIE, St Thomas, USVI- Charlotte Amalie has been ranked No. 25 among the Top 30 Shopping Destinations in the Americas and Caribbean for 2026, placing the US Virgin Islands capital second among Caribbean destinations included in a new editorial ranking by Travel and Tour World.
Only San Juan, Puerto Rico, at No. 22, placed higher among Caribbean destinations on the list. Charlotte Amalie was followed by Philipsburg, Sint Maarten at No. 26; Nassau, Bahamas at No. 27; Oranjestad, Aruba at No. 28; Bridgetown, Barbados at No. 29; and Santo Domingo, Dominican Republic at No. 30. New York City topped the overall ranking, followed by Toronto, São Paulo, Mexico City and Buenos Aires.
TTW described Charlotte Amalie as a destination where historic streets, jewellery stores, duty-free retailers, local crafts and waterfront shopping combine into a distinctive visitor experience. The publication specifically identified Main Street, the Waterfront, Havensight Mall and Crown Bay among the city’s principal shopping areas and highlighted fine jewellery, watches, perfumes, cosmetics, luxury accessories, crafts and Caribbean souvenirs among popular purchases.
The ranking was based on a 100-point editorial framework assessing shopping diversity, local shopping culture, luxury retail, affordability, iconic shopping areas, unique visitor experiences, accessibility and infrastructure, traveller appeal, and support for local value and sustainability. TTW said its research drew from tourism boards, retail-market reports, visitor guides, industry studies, travel publications and other publicly available material.
Centre of luxury shopping
The [US]VI Department of Tourism said the recognition reflects a shopping tradition that has long formed part of the St. Thomas visitor experience. The department’s own visitor information identifies Main Street in Charlotte Amalie as the centre of luxury shopping in the territory, particularly for jewellery and watches, while also promoting local galleries, boutiques, resort wear and island-made products.
“Charlotte Amalie’s recognition among the Americas and Caribbean’s top shopping destinations is a wonderful reflection of the distinctive experiences that await visitors in St. Thomas,” Tourism Commissioner Jennifer Matarangas-King said. “From our historic streets and iconic duty-free shopping to locally made products and the creativity of our artisans and small businesses, shopping in Charlotte Amalie offers visitors an opportunity to take a meaningful piece of the Virgin Islands home with them.”
She added that the department was pleased to see the capital recognised alongside some of the region’s best-known shopping cities.
TTW’s assessment similarly emphasised that modern shopping tourism increasingly extends beyond purchasing luxury merchandise. The publication said travellers are showing greater interest in local craftsmanship, independent retailers and products connected to a destination’s culture and identity, and cited Caribbean cities as examples of places where retail can become part of the broader travel experience.
For Charlotte Amalie, that combination includes the long-established jewellery and watch trade along Main Street and surrounding downtown passages, duty-free shopping catering heavily to cruise and overnight visitors, and smaller businesses offering artwork, fashion, gifts and locally inspired products.
TTW also singled out Charlotte Amalie, along with Cartagena and Santo Domingo, in its category for “Jewellery and Distinctive Local Products,” further emphasising the role of the capital’s retail identity in its placement.
The Department of Tourism said the recognition forms part of its broader effort to market the individual experiences of St. Thomas, St. Croix and St. John through culture, history, cuisine, shopping and the territory’s natural attractions.
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4 Responses to “Charlotte Amalie ranks #25 for Top Shopping Destinations in Americas & Caribbean”
If St. Thomas brought back more of the luxury stores it once had, particularly brands like Louis Vuitton, Gucci and Coach at Yacht Haven Grande, I think that would immediately make the shopping experience much more attractive again. The fact that these stores were tax-free was also a major part of the appeal.
At the same time, it always makes me wonder why we in the BVI have not leaned more heavily into the luxury retail market ourselves. Our tourism product is already marketed around luxury, exclusivity, yachts, villas and high-end experiences, so luxury shopping would fit naturally into that image.
It could also help solve the issue of attracting businesses that can realistically afford the rents at places such as Pier Park. Instead of filling these spaces with businesses that may struggle with the overhead, why not actively pursue internationally recognised luxury retailers and create incentives for them to establish a presence here?
This makes even more sense now that our cruise tourism season has expanded. We are seeing cruise ships throughout much more of the year, rather than having the very distinct and almost completely inactive slow season we experienced in years past.
There may also be an opportunity to explore duty-free or tax-free incentives for luxury retailers. That was a major part of the appeal in St. Thomas, and it is also part of what makes destinations such as St. Barths attractive for high-end shopping. There is a major market of tourists who travel specifically to shop for luxury goods, particularly when they believe they can get a better deal than they would at home.
The BVI already attracts the type of visitor who spends heavily on villas, yachts, fine dining and exclusive experiences. It seems only logical that we should be doing more to capture their retail spending as well.
We can do better.