Sharon Flax-Brutus, former Director of the BVI Tourist Board, has expressed concerns about the territory’s tourism sector, calling for more intentional planning and marketing of the British Virgin Islands’ offerings.
Flax-Brutus, drawing from her lifelong experience in the industry, criticized the current approach to tourism as being “more talk than action.” She highlighted issues at entry ports, noting that luggage appears to receive a more VIP experience than travellers.
The tourism veteran emphasized the need for the BVI to define its place in the industry. She stressed the importance of developing a sustainable product that offers a balance of visitor types.
Flax-Brutus also called for the development of attractions, particularly beaches. She expressed concern about the messaging in the BVI’s tourism marketing, emphasizing the need for it to accurately reflect the experience visitors can expect. She noted potential challenges of managing the expectations of different visitor types, such as cruise ship passengers and overnight guests, at the same attractions.
Flax-Brutus’s observations come as the territory prepares for another tourism season.