Premier Smith believes as the US economy recovers, the Virgin Islands (VI) must step up its promotional efforts to remain competitive for that share of the tourism market. Photo: VINO

Dr. Smith made those remarks at a press conference held on Wednesday October 3, 2012 to report on his recent travel to Europe and the United States of America.

“As the US economy continues to recover, led by renewed consumer confidence, the global travel market and destinations worldwide are focusing on the US market with laser like intensity. And the BVI cannot afford to be left behind. We must step up our game and take to the road to sell our tourism brand,” Premier Smith said.

The Premier also stated that in tourism promotion, destination presence is critical as one is conspicuous by its absence.

He also explained that there is a strong market desire for the VI brand in North America and a central tenet of its new market push is to build strategic alliances with well established brands in the same brand tier and competitive set as the VI. Premier Smith noted that as such he attended the Travel & Leisure Global Bazaar, which represents the new trend in travel promotions where the focus is on creating a destination experience.

“North America is the number one source market for visitor arrivals to the BVI, and New York is the top market in North America. This experiential event served as a powerful platform on which to showcase the destination before a sophisticated and affluent audience of more than 5,000 people who are passionate about travel,” Dr. Smith said.

The Premier added that the Virgin Islands’ presence - through music, food, drink and a centerpiece catamaran - enabled both repeat and potential visitors to experience what distinguishes a vacation in the BVI from anywhere else in the world. “The BVI was able to partner with Travel & Leisure, one of the leading travel publications in North America and the World at a critical time as visitors are looking at winter vacations options.”

Dr. Smith concluded that the way forward is for the BVI Tourist Board to raise its promotional game in North America. “We must step up promotion of the destination to our primary niche audiences through a push and pull strategy that touches both the consumer and the trade. There will be a renewed focus on top level consumer activities like the Global Bazaar. We must step up our visibility throughout North America as the US economy continues recover. Our focus will be in our key markets with easy access gateway cities.”

The Premier, who also holds the portfolio for Tourism, assured that all “mediums will be utilised in this marketing effort; print advertising, social media, public relations, vacation packages, consumer events and high profile events such as the Travel & Leisure Bazaar. This will be done working in close partnership with our industry partners”.

The VI delegation also attended the Monaco Yacht Show, which is regarded as the premier international mega and Super Yacht Show internationally where all major vendors, service providers, and yachts of significant size and design converge annually to network and showcase their offerings.

Among the other travels conducted by the Premier and his team were to Copenhagen, where he participated in the 1st Extra-Ordinary Meeting of the Caribbean Overseas Countries and Territories Council and to Ilulissat, Greenland to attend the Overseas Countries and Territories Association (OCTA) Ministerial Conference and 11th OCT-EU Forum.