SHARON’S TAKE Tourism is rebounding

Industry analysts worldwide are saying that tourism is rebounding in a very big way. At Caribbean Hotel and Tourism Association’s MarketPlace, held in San Juan Puerto Rico in the Fall, discussions were held as regional tourism leaders weighed in on the outlook for the Caribbean against the backdrop of the pandemic, global warming and the world economy. The Caribbean has the distinction of leading the global tourism rebound. Jamaica boasted about their record of the highest arrivals ever in the history of the island’s tourism. The United States Virgin Islands (USVI) revelled in highest growth rate in the reason surpassing many previous records.

What does all this mean for British Virgin Islands tourism? It means that we have the potential to again take our rightful place as a leader on the Caribbean tourism ladder. Tourism in the BVI suffered a drastic downturn, fuelled in large part by the hurricanes of 2017 and the pandemic, but this was compounded by revised policy regulations of the yachting sector and unforeseen negative posture by a government that relegated tourism to the back burner. Listening to tourism ministers from several other destinations, a common theme was that the industry suffered from a lack of respect, as well as an understanding from other branches of government as well as residents as to the industry’s importance in driving regional economies. The pain of that has been felt by other countries, but none as severely as The BVI, which has no other supporting industry apart from Financial Services, which continues to see its own troubling times and a challenging long-term forecast.

The British Virgin Islands like many other Caribbean destinations is severely challenged by human capacity to support the tourism industry. There is a chronic labour shortage, hampered by the inability of the local Labour Department to process work permits for expatriate workers in an expeditious and timely manner, where it doesn’t negatively affect the operation of businesses. We realize as well, that tourism workers are some of the lowest paid as punctuated by statements of the Tourism Minister of Jamaica, Edmund Bartlett, a foremost and respected tourism leader in the Caribbean and the wider tourism world. We, like many others are seeing a brain drain and the inability to engender the younger generation to seek careers in hospitality. There are very few British Virgin Islanders in executive level positions in an industry which employs one in five persons.

Photo by Rosewood Little Dix Bay

Overlooking the Sir Francis Drake Channel, Sense, A Rosewood Spa embodies the rejuvenating essence of its cliffside environment.

Photo by Rosewood Little Dix Bay

Rosewood Little Dix Bay Villa Joy Living Room.Private four-bedroom villa with a pool and sweeping ocean views from Dover Hill.

Photo by Rosewood Little Dix Bay

Reef House atRosewood LDB. Locally provisionedfarm-to-table cuisine is served at the water’s edge.

Photo by Rosewood Little Dix Bay

Climate change and the resounding effects of global warming, as well as the ever-present threat during hurricane season, is yet another challenge that faces the territory. We are in the “hurricane belt” where we are seeing the increasing severity of storms. An already non replenished Treasury that is still funding the rebuild from damage realized more than 5 years ago. Coupled with the pandemic and the additional strain placed on an already challenged Health Care system, funding and financing for government infrastructure projects to support tourism looks bleak. The road ahead will be tough without some imaginative and experienced leadership at the tiller.

The British Virgin Islands Government wants to see increased visitor arrival numbers to the destination but in 2016 when BVI’s tourism was at its most historic levels, with over 1 million visitors per year, the infrastructure was hard pressed to support and cope with those numbers. The strain on beaches, parks, museums, transportation were evident. The hurricanes and the pandemic reduced these numbers considerably. Based on the numbers YTD for 2022 we are projecting to still be at about 50% of 2016 levels with an infrastructure that can barely support what we have now, much less any significant sustained increase. Capacity studies as well as those that backed up the need for enhanced, ports, roads and policies to support tourism growth have been many, but the commitment and financing to support this are currently not on the horizon.

For over half a century, Bitter End Yacht Club has been world-renowned for its sense of adventure, love of the water, appreciation for nature, and dedication to friends and family.

Photo by Bitter End Yacht Club

Saba Rock’s onsite marina makes it easy to keep the party going or cool-off in private while staying just steps away from the action.

Photo by Saba Rock

Saba Rock Suite.Sink into oceanfront serenity—perfect for discerning travelers—with floor-to-ceiling windows providing a breathtaking 180-degree view of the North Sound.

Photo by Saba Rock

There is the recognition that access to the destination should not be at the whims of other gateways outside of the BVI, but the quest to build a larger air terminal on the main island, as well as a longer runway continue to be on the table, but the reality is that any such completion is years away. How do we support access when our seaports as well are challenged. There are designs on the table for seaport enhancements, but no meaningful and large-scale development can be seen. Leadership and imagination are needed to move these to reality.

Tourism must be managed in a far more holistic manner to ensure that the islands receive their full benefit. Investors have taken a very cautious approach to opportunities in The BVI. Many have been timid or even scared away for the time it takes to have a project green-lit and others have expressed frustration in the governmental process even when permission is granted. Many potential investors have settled for other opportunities in the Caribbean where the climate and posture have been more

While we posture and are unsure due to the lack of a National Strategic Plan for Tourism and a meaningful action-oriented approach by Government, our competitors have targeted our visitors determined to reduce our market share. Our competitive setneighbours such as Anguilla, St. Lucia and Antigua never outpaced us in overnight arrivals, they have now exceeded our numbers and are fighting for market share unabashedly. This is unheard of. Destinations such as Dominica and St. Vincent and the Grenadines now boast of direct air access and have innovative global marketing and public relations campaigns that rivalled anything BVI had in the marketplace before. BVI once had the enviable position of the “Sailing Capital of the World” and we are now seeing destinations such as St. Vincent and The Grenadines as well as St. Lucia and even the United States Virgin Islands encroaching on what was once ours for the keeping. Remedial and swift action are required to counter these threats. We must not assume that our competitors will rollover and play dead.

Notwithstanding the challenges mentioned, The British Virgin Islands still holds the cache of one of the premier luxury destinations in the Caribbean. We still possess strong fundamentals in the luxury space. Travel and Leisure released a well placed and timely article at the end of 2022 entitled “How Virgin Gorda is Making a Comeback”. Virgin Gorda was also named as one of the top destinations to visit in 2023 by Forbes Magazine, the only Caribbean Island to earn that distinction, proving that tourism in the BVI is quite resilient and can still benefit from a very high repeat clientele who are anxious to revisit “Nature’s Little Secrets”. The accolades continue enhanced by the reopening of many of the iconic luxury sector’s Grande dame properties such as Rosewood Little Dix Bay, (rosewoodhotels.com) who gained the distinction of being named as one of the leading properties in the Caribbean by Condé Nast and Travel & Leisure. They now feature full butler service and have their own gardens and host trendsetting organic dinners. Most recently Virgin Gorda was named to Forbes’ List of Places to Visit in 2023 – as stated earlier, the only Caribbean Island to have this distinction. Notwithstanding the pandemic, many businesses have sought to reinvent and reinvest in themselves, and we see a fairly bright rebound from the pandemic. Saba Rock (sabarockbvi.com) and Bitter End (beyc.com)are now open and re-welcoming yachtsmen and other guests with new services as well as scintillating and delectable new menus. The overwater bungalows at Bitter End are reminiscent of sleeping on the decks of an antique sailing vessel, complete with the lull of the waves.

Many new luxe villas are now welcoming guests namely Xela and Edge of Paradise – four bedroom villas at Oil Nut Bay, (oilnutbay.com) along with three new marina villas. Rounding out their other big news is that their Heliport received approval for international flights and their newly redesigned Beach Club is welcoming new guests. Other new developments include The Village Estate at Moskito Island, Segura and La Vida at Virgin Gorda Villa Rentals (vgvirgingordavillarentals.com). New to Jost Van Dyke is The Hideout Villas (thehideoutbvi.com) which feature one and two bedroom units right on the beach with their own private plunge pools.

Perched atop the striking cliffs of Oil Nut Bay’s Wild Side, Starlight’s breathtaking location is both an exceptionally private villa and gloriously peaceful.

Photo by Oil Nut Bay

An unofficial count puts the British Virgin Islands at more than 400 villas and the new hot vacation destination for the traveler who is looking for all the amenities of a luxury hotel, but with a bent on privacy and aloneness. This includes new ownership at St. Bernard’s Hill House on Tortola (stbernardshillhouse.com). Long Bay Hotel at the West End reentered the villa market with fabulous hillside villas (longbay.com).

A handsome residence with a large landscaped lawn and tiled roofs, Mon Repos offers plenty of room to relax.

Photo by Virgin Gorda Villa Rentals

The Hideout White Bay.Enjoy an elevated view of the ocean from your two bedroom beach front villa. Just steps from the beach, guests relish in the unobstructed panoramic views of White Bay beach.

Photo by The Hideout White Bay

Photo by The Hideout White Bay

Long Bay Hotel

Photo by Long Bay Hotel

Long Bay Hotel

Photo by Long Bay Hotel

Shaded seating, sun decks & expansive views await in the main villa at St. Benard’s Hill House

Photo by St. Bernard’s Hill House

The Foodie scene is heating up literally in many ways. PRIME (primedinevi.@gmail.com) is the new in place in the heart of Road Town overlooking main waterfront drive in both directions. PRIME features a roof top coffee and cocktail bar as well as a private dining option overlooking Road Town. Floor to ceiling windows and an open kitchen make this a spectacular addition to The Dove and many of the coffee bars around town.

Romasco Steak House

Photo by Romasco Steak House

The Dove, CocoMaya, Sugar Cane and many others are boasting new menus for the season. Nova at Oil Nut Bay now has brunch on both Saturday and Sunday in a spectacular setting. Blunder Bay provides the only seaside air-conditioned dining experience in the North Sound Area. Local cuisine as well as street food is a great way for guests to truly experience a “Taste of The BVI” There are many great local haunts. On Virgin Gorda Mermaids and Pirates as well as Village Café delight. Not to be missed are Mama Africa’s as well as Juliette’s kiosks along the main road and DMC White Oleander Destinations (whiteorleaderdestinations.com) host foodie tours to tempt the taste buds. As usual White Bay restaurants and Foxy’s are ‘must dos’ while in Jost Van Dyke. Anegada remains a seafood lovers haven.

I continue to look forward to the ever-evolving tourism scene in the British Virgin Islands. For sure it’s never a dull moment and that’s my Take for this edition. Enjoy.

Nova Oil Nut Bay

Photo by Nova Oil Nut Bay