As the United States prepares to welcome European visitors once again this November, the U.S. Virgin Islands Department of Tourism is taking its marketing messages to Italy.

“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,” said USVI Commissioner of Tourism Joseph Boschulte, who added that the Department has also identified Canada and Scandinavia as key markets for the USVI.

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 travelled 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. The Commissioner reported that the Territory is committed to expanding its reach and relationship with Italian travellers.

“The stakeholders we met truly honoured 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 Commissioner 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.

The Department of Tourism team also educated their Italian colleagues about the Territory’s Travel Screening Portal, which has been a critical tool in helping to mitigate the impact of COVID-19 in the Territory. “As restrictions for Europeans seeking to travel to America begin to ease, the U.S.

Virgin Islands wants to ensure that we remain a top-of-mind destination in key markets where we already have strong brand recognition. Our efforts in Milan and beyond are part of a comprehensive, concerted effort to attract more international visitors to our shores,” said the Territory’s tourism leader, who added that the U.S. Virgin Islands' marketing messages also remind international travellers about the ease and comfort of traveling under the U.S. flag during the pandemic.