Us Virgin Islands Appoints St. Croix Native Jennifer Matarangas-king As New Tourism Commissioner To Lead Strategic Caribbean Growth

Published on August 8, 2025 |

The U.S. Virgin Islands, comprising St. Croix, St. Thomas, and St. John, has embarked connected a caller shape successful its tourism activity pinch nan assignment of Jennifer Matarangas-King arsenic nan Territory’s caller Commissioner of Tourism. This strategical displacement occurs astatine a clip erstwhile nan Territory is outperforming galore of its location competitors successful visitor arrivals, Average Daily Rate (ADR), and cruise vessel traffic, while besides experiencing renewed finance successful hospitality infrastructure.

A St. Croix native pinch much than 30 years of master acquisition successful public relations, corporate communications, and government affairs, Matarangas-King offers a unsocial blend of section penetration and world strategical thinking. Her activity comes connected nan heels of a highly successful tenure by her predecessor, which saw record-breaking cruise arrivals, expanded airlift, and accrued world nickname of nan U.S. Virgin Islands arsenic a premier Caribbean destination.

With tourism serving arsenic nan Territory’s superior economical engine—accounting for complete 60% of GDP and employing a important information of nan section workforce—the caller Commissioner will beryllium tasked pinch driving continued maturation while maintaining nan islands’ taste integrity and earthy beauty. Her schedule will attraction connected sustainable tourism, aerial and cruise marketplace description , destination trading innovation, and community-driven hospitality development.

The islands’ tourism entreaty spans luxury travelers, escapade seekers, taste tourists, and cruise passengers. From nan bustling harbor of Charlotte Amalie to nan serene bays of St. John and nan taste practice of Christiansted, nan U.S. Virgin Islands offers a divers merchandise portfolio that positions it competitively successful nan Caribbean recreation market. Matarangas-King’s assignment signals a early centered connected strategical continuity, innovative growth, and a heavy respect for nan islands’ identity.

Leadership Transition and Background

The appointment of Jennifer Matarangas-King is nan consequence of a cautiously considered succession strategy designed to support stableness while introducing caller perspectives. Her profession has spanned high-level roles successful some nationalist work and nan backstage sector, allowing her to create expertise successful stakeholder relations, argumentation execution, situation communications, and marque positioning.

Career milestones include:

• Serving arsenic press secretary to nan Governor of nan U.S. Virgin Islands
• Leading nationalist relations for nan U.S. Virgin Islands Legislature
• Holding elder communications and firm affairs positions astatine a awesome telecommunications provider
• Overseeing organization engagement campaigns and public-private business initiatives

Her operation of organization knowledge and backstage assemblage agility positions her to guideline nan Department of Tourism done nan adjacent decade of marketplace shifts, technological innovations, and evolving visitant expectations.

Tourism Industry Performance and Trends

Tourism successful nan U.S. Virgin Islands has knowledgeable dependable maturation complete nan past decade, pinch notable surges successful nan post-pandemic period. According to location recreation data:

• Cruise rider arrivals reached complete 1.6 million successful nan past fiscal year, a 15% summation complete 2023.
• Stayover arrivals exceeded 500,000 visitors, pinch an ADR maturation complaint averaging 8% annually since 2021.
• Hotel occupancy rates person maintained an mean of 72%, outperforming nan Caribbean mean of 68%.
• The luxury recreation segment has expanded, accounting for 22% of full overnight visitors, fueled by high-end edifice openings and villa rentals.

St. Thomas remains nan superior cruise port, ranking among nan busiest successful nan Eastern Caribbean. St. Croix has seen gains successful boutique edifice improvement and taste tourism, while St. John continues to pull eco-conscious travelers done its nationalist parkland offerings and conservation-focused accommodations.

Strategic Priorities Under New Leadership

The incoming Commissioner’s strategical model will attraction connected 5 halfway areas:

1. Airlift Expansion

• Negotiating caller non-stop routes from U.S. hubs specified arsenic Dallas, Chicago, and Los Angeles.
• Partnering pinch airlines to unafraid much seasonal and shoulder-period flights to St. Croix.

2. Cruise Tourism Development

• Upgrading larboard accommodation to accommodate larger cruise ships.
• Improving rider disembarkation ratio and excursion options to boost per-visitor spend.

3. Destination Marketing and Brand Growth

• Launching targeted campaigns highlighting taste heritage, h2o sports, gastronomy, and luxury services.
• Leveraging integer platforms for influencer partnerships and immersive virtual experiences.

4. Sustainable Tourism

• Expanding marine conservation programs to protect coral reefs.
• Supporting eco-friendly edifice certifications and sustainable excursion providers.

5. Workforce and Community Engagement

• Developing training programs successful hospitality guidance and circuit operations.
• Encouraging section entrepreneurship successful tourism-related services.

Competitive Position successful nan Caribbean

The U.S. Virgin Islands maintains respective competitory advantages complete different destinations specified arsenic Puerto Rico, nan Bahamas, and Barbados:

• No passport requirement for U.S. citizens, simplifying recreation logistics.
• Strategic location wrong awesome cruise itineraries.
• Year-round lukewarm ambiance pinch minimal large wind disruptions compared to immoderate Caribbean neighbors.
• A blend of municipality unit centers, humanities attractions, and earthy escapes wrong adjacent proximity.

These strengths person supported nan Territory’s resilience during location downturns and world recreation disruptions.

Infrastructure and Investment Outlook

Recent and planned infrastructure investments include:

• Modernization of Cyril E. King Airport connected St. Thomas to grip accrued rider flow.
• Expansion of Henry E. Rohlsen Airport connected St. Croix to accommodate larger aircraft.
• Redevelopment of historical waterfront areas successful some Christiansted and Charlotte Amalie to heighten visitant mobility and experience.
• New inter-island ferry services to promote multi-island tourism packages.

Private finance continues to grow, pinch aggregate luxury edifice brands and boutique properties successful development.

Market Segmentation and Visitor Profile

The U.S. Virgin Islands’ tourism marketplace serves aggregate segments:

• Leisure travelers seeking beaches, h2o sports, and taste experiences.
• Cruise passengers making time visits pinch precocious excursion information rates.
• Luxury travelers booking upscale resorts, backstage villas, and yacht charters.
• Eco-tourists focused connected hiking, marine life observation, and conservation initiatives.
• Event and convention attendees, supported by expanded MICE (Meetings, Incentives, Conferences, Exhibitions) capabilities.

Visitor demographics show a mostly from nan U.S. mainland, pinch increasing liking from European and Canadian markets.

Projected Impact and Outlook

Analysts forecast continued growth, pinch stayover arrivals projected to surpass 600,000 annually by 2027 if existent trends hold. The cruise assemblage is expected to scope 1.8 cardinal passengers wrong nan aforesaid period. Average visitant walk per time is forecast to emergence owed to targeted luxury trading and expanded high-value excursion offerings.

Key Takeaways for Travel Industry Stakeholders

• The U.S. Virgin Islands is poised for sustained tourism maturation nether caller leadership.
• Matarangas-King’s strategical attraction will blend continuity pinch innovation.
• Opportunities beryllium for accrued finance successful hospitality, transportation, and eco-tourism ventures.
• Destination trading will progressively target niche segments, including wellness and experiential travel.

With its operation of accessibility, taste richness, and earthy beauty, nan U.S. Virgin Islands is group to reenforce its position arsenic a starring Caribbean destination successful nan coming years, guided by a activity imagination that balances economical maturation pinch organization use and biology stewardship.