BVI markets to Caribbean tourists at St Kitts Music Fest

The BVI Tourist Board & Film Commission (BVITBFC) says it used this year’s St. Kitts Music Festival to promote the territory as a regional travel destination through a marketing campaign aimed at Caribbean travellers.

Working with LIAT Air and Carambola Beach Club, the Tourist Board set up a promotional booth where festival patrons could learn about the BVI, speak directly with tourism representatives, collect branded giveaways and enter prize draws for trips to the territory.

Officials also promoted the upcoming Virgin Islands Emancipation Festival and highlighted LIAT’s direct flights between St. Kitts and Tortola.

According to the BVITBFC, more than 300 people signed up during the three-day festival to receive destination updates, festival information and future promotional offers.

The board stressed that the figure represents people who registered for updates and not the total number of visitors who stopped by the booth.
The Tourist Board also partnered with BVI content creator Travis Walters, whose social media coverage reportedly generated more than 30,000 impressions.

Regional Marketing Manager RaeNisia Scatliffe described the festival as “an excellent platform to connect directly with regional travellers in an authentic and engaging environment.”

The regional campaign also comes as some local tourism stakeholders continue to argue that government marketing efforts are focused on the wrong audience.

They have urged authorities to place greater emphasis on attracting higher-spending overnight visitors from the BVI’s key North American market rather than investing heavily in other segments, saying those visitors deliver the greatest economic benefit to the territory.