Q&A: Clive McCoy, Director of Tourism for the British Virgin Islands Tourist Board

The British Virgin Islands (BVI) has faced serious challenges in recent years — namely, Hurricane Irma in 2017, followed by the COVID-19 pandemic. But today, tourism officials are touting what they call the final stretch of recovery, as the destination witnesses surging visitor numbers, new air service and expanded accommodation options.

During an exclusive interview with TravelAge West, Clive McCoy, director of tourism for the British Virgin Islands Tourist Board & Film Commission, shared impressive figures, including a 9.9% increase in visitors by the end of the third quarter 2024, compared to the same period the previous year. 

Accompanying the continued growth is the reopening of several hotels, including Peter Island Resort and the recently rebranded Biras Marina & Resort, as well as the expansion this year of Bitter End Yacht Club to include a boutique hotel component. 

McCoy shared additional insights with us about the destination’s growth. 

How would you describe the BVI’s recent recovery? 

The BVI tourism industry’s post-pandemic recovery has been steady, although compounded by some properties that were still recovering from the devastating hurricanes of 2017. We normally use 2016 as the benchmark as our last “normal” year and are approaching that level of tourism arrivals, according to our most recent statistical reports.

What are your expectations for the new year? 

The feedback from the industry so far forecasts a strong 2024/2025 tourist season. We are proud of the progress we have made in tourism, which had its growth impeded by the hurricanes of 2017 and the COVID-19 pandemic.

We approached the million-visitor mark in 2023, and we are currently on a trajectory to surpass that, as up to the end of the third quarter for 2024 we have increased in all three main categories of visitors: overnight, cruise and day-trippers. We anticipate the increases to continue into the last quarter of 2024 and into 2025, based on feedback from our tourism industry partners.

How important is the opening and reopening of hotels in the BVI? 

The expansion of accommodations — with the recent reopening of properties such as Peter Island and the expansion of accommodations for properties like the Bitter End Yacht Club — will further enhance the appeal of the BVI, giving guests more attractive locations, facilities and amenities to enjoy.

Joseph Smith-Abbot was confirmed as permanent secretary with the Ministries of Tourism, Culture and Sustainable Development in October 2024. What does this mean for the BVI’s overall strategy?

The appointment confirms the government’s commitment to strengthening the BVI’s tourism sector in terms of policy, and it is the first time we have a ministry that has a focus on tourism and two areas that correspond and relate very much to that sector.  

At the heart of our tourism offerings are our natural attractions, which we aim to protect and preserve in a sustainable manner for the enjoyment and benefit of both locals and visitors. We already see the fruits of this connection with another successful Culture and Tourism Month this past November, s well as other efforts to strengthen the ties between tourism, culture and the environment.  

A tourism summit organized by the ministry is scheduled for mid-January and is expected to help chart the future direction of the territory’s tourism industry. Mr. Smith has a strong background in environmental sustainability, both as a ministry executive and a former director of the BVI National Parks Trust.

Are there any noticeable shifts in the demographics of visitors to the BVI? 

There is a slight shift among visitors to older visitors in both cruise and non-cruise segments, and more diversity is trending among cruise visitors as BIPOC groups account for a slightly higher percentage of cruise visitors. The BVI is still a top choice for leisure travel among couples and families, luxury travelers and those seeking adventure and exploration.  

How has the increase in airline service to the BVI affected visitor arrivals? 

The increased airlift has helped boost visitor arrivals. Many visitors take advantage of new options for getting to the territory, and we are able to provide more convenient access from markets that were not previously as accessible. The BVI Airports Authority and the BVI Tourist Board & Film Commission are constantly dialoguing with new airlines to improve connectivity to the territory, so the expansion of schedules is anticipated with a strong tourist season.

How has the cruise segment grown in the BVI? 

The cruise sector has grown significantly over the past two years. We have hosted ships during the normally slow summer months, extending the cruise season for the territory. 

The BVI Tourist Board works in tandem with the BVI Ports Authority for cruise marketing and has a practice of limiting the number of ships and people in port at any one time, recognizing our hosting must correspond with our capacity to handle the visitors so they can still have a great experience. The ministries responsible for tourism and ports also collaborate on that level to ensure there is a balanced approach to pursuing cruise business.  

Other strategies used include the dispersion of visitors to different locations throughout the territory. The BVI Ports Authority targets smaller luxury ships, which stay multiple days, calling on the smaller islands in the archipelago. The British Virgin Islands Tourist Board & Film Commission’s destination hosts are at the main cruise port, providing assistance to guests needing information and guidance on the experiences available.  This service was highlighted recently in a cruise publication, and such services encourage repeat visits and even some cruise conversions to overnight visitors.

The BVI Tourist Board has updated its BVI Revealed Specialist Program for travel advisors — including a refreshed platform format, content updates, enhanced specialist benefits and insider recommendations. What’s your advice for agents who want to make the most of the program? 

There have been several updates to the program over the years to improve its efficiency and provide enhanced incentives for participants. The specialist program is accessible 24/7 and includes sections with valuable content to assist in promoting and selling the destination. This includes insider tips from the tourism board and film commission team and promotional destination videos and images. Specialists can reach out to the team whether they need a destination refresher webinar or in-office training — or simply advice for a booking. We are here to help.