U.S. Virgin Islands tourism experiences record growth in airlift and cruise arrivals, with the territory reporting strong gains across air travel, cruise passenger numbers, accommodations, cultural events, and marketing partnerships.
The halfway point of 2025 marks a period of momentum for the islands, driven by sustained interest from travelers and industry partners. The Department of Tourism is celebrating these successes as evidence of the territory’s position as one of the Caribbean’s most dynamic destinations.
With new flight routes, growing cruise calls, robust hotel performance, and high-profile cultural events, the U.S. Virgin Islands is capturing the attention of global travelers. Strategic marketing efforts have also boosted the islands’ profile, attracting new visitor segments while reinforcing a commitment to authentic local culture. These trends are expected to shape the remainder of 2025 and beyond as the islands continue to invest in tourism infrastructure and partnerships.
Expanding Airlift and Record Routes
Air service continues to grow, making the U.S. Virgin Islands more accessible than ever. New daily nonstop flights from Dallas to St. Thomas began this year, offering improved connectivity from the southern U.S. market. Additional flights from Chicago and Boston are scheduled to launch in December, further strengthening the territory’s air network.
St. Croix is also set to benefit, with new nonstop service from Chicago planned later this year. These developments build on the momentum of record arrivals in 2024, when the territory saw historic visitor numbers by air. While 2025 projections suggest air arrivals will be slightly below those record-breaking 2024 levels, the overall trajectory remains strong, supported by airlines’ continued interest in expanding service to the islands.
New Air Routes in 2025
| Route | Start Date |
|---|---|
| Dallas to St. Thomas | Now Operating |
| Chicago to St. Thomas | December 2025 |
| Boston to St. Thomas | December 2025 |
| Chicago to St. Croix | Late 2025 |
These expanded connections improve access for U.S. travelers from key markets while diversifying the visitor base. They also support the islands’ efforts to maintain year-round tourism demand and reduce seasonal fluctuations.
Growth in Cruise Arrivals
As airlift expands, cruise arrivals are also trending upward in 2025. St. Thomas and St. John are projected to welcome nearly 1.49 million passengers across 414 ship calls this year, representing a 4 percent increase. This steady growth underscores the territory’s importance in the Caribbean cruise circuit and the appeal of its ports to major cruise lines.
St. Croix’s cruise strategy is also paying off. The island anticipates 86 ship calls and more than 208,000 passengers this year. These numbers reflect a dedicated effort to grow St. Croix’s role in the overall cruise offering of the U.S. Virgin Islands, helping to spread the economic benefits of tourism more evenly across the territory.
Projected Cruise Arrivals 2025
- St. Thomas/St. John: 1,487,753 passengers, 414 ship calls
- St. Croix: 208,086 passengers, 86 ship calls
The Department of Tourism’s strategy focuses on sustainable growth, ensuring that increased visitor numbers translate into lasting benefits for local businesses and communities. Investments in port facilities, shore excursions, and visitor experiences are designed to enhance the islands’ reputation as a premier Caribbean cruise destination.
Strong Hotel and Rental Performance
Hotels and short-term vacation rentals are reporting robust results in 2025. Hotel occupancy has increased by 4.3 percent compared to the previous year, reflecting strong demand across the territory’s range of accommodations. Hotel tax collections have also surged, exceeding 2024 April Year-To-Date (YTD) revenues by 6.7 percent and standing 41.0 percent ahead of the same period in fiscal year 2023.
Short-term rental revenue is following suit. Fiscal year collections for vacation rentals are tracking nearly 11 percent ahead of last year. These gains highlight the islands’ appeal to travelers seeking both traditional hotel experiences and more flexible rental options, ensuring a diverse and competitive hospitality market.
Key Accommodation Metrics
- Hotel occupancy up 4.3 percent year-over-year
- Hotel tax collections up 6.7 percent over 2024 YTD
- 41.0 percent increase over fiscal year 2023
- Short-term rental revenue up nearly 11 percent
The U.S. Virgin Islands now ranks third in the Caribbean for both average daily rate and revenue per available room, with each more than 30 percent above the regional average. These figures reflect not just demand but the territory’s growing reputation for delivering high-quality visitor experiences and value.
Cultural Events and Marketing Partnerships
Signature cultural events continue to be a major tourism draw, reinforcing the islands’ commitment to authenticity and local tradition. The Crucian Christmas Festival and St. Thomas Carnival generated more than $5.6 million in combined earned media value, attracting thousands of visitors eager to experience the islands’ music, food, and pageantry. The St. John Celebration, running June 29 through July 4, is poised to draw regional visitors and highlight the U.S. Virgin Islands’ vibrant community spirit.
Strategic marketing partnerships are amplifying this cultural appeal on a national stage. Collaborations with brands such as the LPGA, Chicago Cubs, New York Jets, Boston Red Sox, Klutch Sports Group, Fenway Sports Management, “Way Up with Angela Yee,” and I Heart Radio are extending the territory’s reach into key markets. The destination was also featured at the 2025 Dreamville Festival and is planning activations at major lifestyle events later this year, including the Food & Wine Classic in Aspen, the LPGA FM Championship, Angela Yee Day, and One Musicfest.
Notable Marketing Partnerships
- LPGA and LPGA FM Championship
- Chicago Cubs, New York Jets, Boston Red Sox
- Klutch Sports Group, Fenway Sports Management
- “Way Up with Angela Yee,” I Heart Radio
These partnerships not only increase visibility but help position the U.S. Virgin Islands as a contemporary, culturally rich destination that appeals to diverse audiences. They also support the territory’s goal of year-round tourism by attracting travelers from different regions and interest groups.
Incentive Travel and Recent Accolades
Meetings and incentives travel is also gaining momentum. During fiscal year 2023–2024, more than 17 programs were booked, generating nearly 7,000 room nights, $2.7 million in room revenue, and over $330,000 in tax revenue. According to Cvent, St. Thomas is now ranked as the fifth most preferred Caribbean destination for incentive travel, ahead of major competitors such as Puerto Rico and Jamaica.
Recent accolades are further cementing the U.S. Virgin Islands’ standing as a top-tier Caribbean destination. In 2025, Caribbean Journal named the territory Caribbean Yachting Destination of the Year and Event Destination of the Year. St. Croix was honored as Caribbean Culinary Destination of the Year, while local chef David “Benji” Benjamin was named Caribbean Chef of the Year. Tripadvisor also recognized the territory’s natural beauty by ranking Trunk Bay and Magens Bay among the top ten beaches in the world in its Travelers’ Choice Best of the Best Awards.
These recognitions affirm the U.S. Virgin Islands’ commitment to delivering exceptional visitor experiences while celebrating its local culture, culinary talent, and natural assets. With these strengths, the territory is well-positioned to build on its 2025 momentum and continue attracting travelers from around the world.