As America Reopens to Tourists, USVI Takes Marketing Push to Italy

As the United States prepares to welcome European visitors once again this November, the V.I. Department of Tourism is taking its marketing messages to Italy, the department announced Monday.

“Italy is one of a select group of international markets in which the territory will strategically focus its marketing activities in the coming weeks and months," D.O.T. Commissioner Joseph Boschulte said. He added that the department has also identified Canada and Scandinavia as key markets for the USVI.

According to the release, while in Milan, the commissioner and members of his team had one-on-one meetings with leading Italian tour operators and media partners, including consumer and travel trade writers and influencers.

Industry stakeholders traveled from cities such as Bologna, Florence, Genoa, Rimini, Treviso, Turin, Venice and Varese to engage with Tourism representatives; learn about the territory’s experience, challenges and successes in managing the Covid-19 pandemic; and receive updates on the status of the Territory’s accommodations, including the burgeoning sharing economy, villa and marine sectors, D.O.T. made known. The commissioner reported that the Territory is committed to expanding its reach and relationship with Italian travelers.

“The stakeholders we met truly honored us with their presence, interest and confidence in the USVI. We are one of the first long-haul destinations to invest in coming to Italy to engage with these professionals and remind them that a warm welcome awaits pandemic-weary Italian visitors,” said Mr. Boschulte, who was impressed with the strength of the country's health safety protocols and the incredible progress Italy has made – especially with vaccination efforts – after a very difficult start to the pandemic.