VI tourism needs to rebrand to stay relevant- BVITB Director
According to the Standing Finance Committee (SFC) Report, Mr McCoy told the committee the VI needs to “get its standards to the level where it was second to none, and that a brand refresh this year was necessary”.
He explained that for the last 15 years, the Territory’s brand had been the same and it was time to “let the world know that the BVI was here to play in a big way”.
Mr McCoy also said the Tourist Board’s budget reflected the need to rebrand and wanted to ensure there was accountability and transparency for “all the funding that was given”.
Mr McCoy added that the Tourist Board believes the objective of seeing over one million guests to the VI could be met.
He said a “serious marketing push” and a “brand refresh” were therefore necessary to ensure that overnight guest numbers, specifically, were where they needed to be.
VI tourism has rebounded- McCoy
Mr McCoy also told the SFC that he was of the view that tourism in the VI had rebounded, though not fully, but was “looking up” following the effects on it by the 2017 hurricanes and the COVID-19 Pandemic.
He made this conclusion based on the increase in overnight visitors for 2024 from 2023 in every month except one and the slight decline in the cruise numbers, especially in the summer months, where some of the cruise ships pulled out because of servicing issues and weather.
“With new properties like Peter Island Resort and Biras Creek coming back on stream, we can only imagine how many more guests we will be having come to the Territory in the next few years. Having them as partners also increased our marketing ability across the world,” he told the committee.
Mr McCoy also told the committee a visitor perspective survey for the Territory was incorporated as it related to tourism.
“The BVI was one of the top destinations in the Caribbean that was being sought after for the next 2 or 3 years. However, the survey revealed that persons were hearing about the BVI mostly through word of mouth and with families,” he added continuing, “While this was good and it spoke to the product that we had to offer, it said that we had much more to do in terms of marketing.”
One of the ways the Ministry of Tourism is hoping to build on the Territory’s tourism product and finalisation of the Tourism Plan is through the two-day Tourism Summit currently being held at Peter Island Resort.
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20 Responses to “VI tourism needs to rebrand to stay relevant- BVITB Director”
We need to get back the original one ....YES, we're different!
In the early 1980's, the BVI Tourist Board presented copies of the book to important visitors.
The book is now in it's 4th edition. But alas, copies are now non grata in the BVI.
There's nothing wrong with the brand!
What is wrong, is the lack of cleanliness of the place.
Keep the sides of the roads clean, by regular bush cutting,and the picking up of sidewalk/roadway trash!
Fix potholes, to make wonderful, the ridership experience!
Paint up old buildings, up and down, and around the place.. The aesthetics, if upheld properly, is all thats needed to enhance sensory perception ,of the loveliness, of these islands!
Let us get about the business, of the restoration, of the beauty of these islands, to ensure the future of these, "natures little secrets!
2. fix smelly water in roads
3. Garbage all over the place need cleaning
4. In door and out door activities
5. More B.V.I made and culture
6. More respect from leaders
7. More respect for leaders
8. Better pay
9. Affordable housing
10. More self love
11. Encourage the youths
we can't pour from an empty cup
With gross written premium for Bermuda's life and annuities insurers and reinsurers valued at $134 billion in 2022, according to a 2024 analysis by the Bermuda Monetary Authority that is estimated to be worth US $6.8 Trillion
https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/bermuda-s-global-insurance-market-expected-to-weather-new-15-tax-rate-83531763#:~:text=Gross%20written%20premium%20for%20Bermuda's,by%20the%20Bermuda%20Monetary%20Authority.
And with the Bermuda Insurance Market being one of the largest in the world, Bermuda could easily issue Government Treasury Bonds like the US do and encourage insurance companies to invest locally over the long term of the next 30 & 40 years to provide the following:
https://www.statista.com/markets/414/topic/461/insurance/#:~:text=Insurance%20is%20one%20of%20the,insurance%20premiums%20written%20in%202022.
1 Build New Roads
2 Build a Fish Farm to create jobs & start farming
• Lobster
• Shrimp
• Snapper & Parrot Fish
3 Build 500 Multi-Store 2b/3b Affordable Homes in each district
4 Create new Coast line Matine Jobs for Customs & Police Services
5 Create jobs with a new Government Uniforms Department making uniforms for government employees & School Kids
6 Introduce daily Senior Citizen Community Center Programs