Going above and beyond to foster, develop, and promote sustainable tourism for the British Virgin Islands, the British Virgin Islands Tourist Board strives to spread the territory’s vibrant atmosphere across the world. Director of Tourism, Clive McCoy, delves deeper into this flourishing destination and all it has to offer.
Q&A WITH THE BRITISH VIRGIN ISLANDS TOURIST BOARD
Firstly, can you talk us through the British Virgin Islands Tourist Board’s purpose and founding mission?
Clive McCoy, Director of Tourism (CM): The British Virgin Islands Tourist Board was put in place around 55 years ago to market the destination to potential tourists.
One of the most beautiful places in the world, the decision was made to create a tourist board to showcase what the destination has to offer, which is still our main purpose.
The board is also responsible for maintaining relationships with industry partners to help them in the development of their products as part of the destination. For example, we help bolster the marketing efforts of the hospitality sector.
We’ve realised that the sun, sand, and sea are not enough to attract tourists to the destination; you have to find other ways. Subsequently, the recent execution of our 70th Emancipation Festival encouraged as many people as possible from around the world to celebrate with us.
How do you promote the BVI and everything it has to offer?
CM: We do it in myriad ways. From a technical perspective, we showcase what we have digitally over the internet through social media and other digital platforms such as magazine publications.
One of the things that we realised is that travellers like taking recommendations from other people. As much as technology has seemingly taken over the world with the rise of artificial intelligence (AI), for example, we still need that human connection and for others to tell us what their experiences were like.
Therefore, we work very closely with travel advisors and journalists from around the world to showcase what we have so they can recommend the destination to others. With the advent of social media, we also work with a lot of influencers who act like journalists to market the territory. These are just some of the ways that we promote the destination worldwide.
In your opinion, how does the BVI stand out from other destinations in the Caribbean?
CM: Firstly, let me say that I think the entire Caribbean, as a region, is one of the most beautiful places in the world. From the Bahamas all the way down to Trinidad, it’s an absolutely gorgeous destination.
The thing that makes the BVI unique, however, is our 60 small islands and cays that are very accessible and have made us one of the premier places in the world for sailing. I like to tell people that you can have breakfast on one island, lunch on another, and dinner on a third. Therefore, one of the key things that sets the BVI apart from other destinations is the ease of getting from island to island and experiencing different vibes.
For example, we have Jost Van Dyke, which I like to call the barefoot island because when you get there, nobody seems to be wearing any shoes. It has two of the top beach bars in the world on White Bay, including the Soggy Dollar Bar and the newly built Hendo’s Hideout. On the same island, you also have Foxy’s Bar on the Great Harbour, which is a really popular place to go on New Year’s Eve. So, if you’re into that type of environment, Jost Van Dyke is a wonderful place to be.
Then to the east, we have Virgin Gorda which is the champagne of the BVI. Everywhere there is a postcard waiting to happen. It is home to the Baths National Park, which features massive boulders that form sea pools and grottos. I call it the most romantic island in the BVI.
To the north, we have Anegada, which translates to the drowned island. It is the only island in the BVI that’s of coral and limestone formation and is surrounded by one of the largest barrier reefs in the world. Some of the best lobster in the Caribbean also comes from Anegada – from the ocean, to the grill, to the plate.
I invite all travellers to come to the BVI over Thanksgiving weekend for our annual Anegada Lobster Festival, which features lobster dishes from all around the islands and lets you experience the various cultures.
Many of the 60 islands are resort destinations, which means the only people there are guests, so visitors have the whole resort basically to themselves. The great thing about this is you’re still not far away from the locals and the cultural experience, as they are only 20 to 30 minutes away by boat.
What are some of the most popular experiences, sights, and activities for tourists across the BVI’s many islands?
CM: A major part of the BVI experience is being able to go from island to island quite easily and experiencing all those different environments – this is what makes the BVI special and extremely unique. Because of the island hopping available, many visitors don’t stay in terrestrial accommodations and instead charter a yacht and travel from island to island.
Amongst all the beautiful areas and sailing here, it is the interaction with the BVI’s people that makes the experience second to none. Many years ago, I was on a tour with some journalists on a safari bus when one of them lost their hat because the bus was open air. However, she didn’t care because she had a couple of painkillers – the official drink of the BVI. About 20 minutes later, a gentleman flagged us down and made us pull over to give her back her hat. That is the type of experience that people can expect in the BVI. Aside from the beauty of these islands, it is the people that really make the destination one of the best in the world.
What can tourists expect in terms of upcoming events? Is there anything that travellers can look forward to at all?
CM: We recently had our Emancipation Festival, which started on 29th July and ran until 10th August. The 70th iteration of the festival featured musical performances, cultural activities throughout the territory, and great culinary experiences.
Additionally, in August is what we call the Rise and Shine Tramp, where people wake up early to dance in the street, so it’s a very fun time. In November, we have Culture and Tourism Month where there will be various activities throughout the territory that highlight our culture. At the end of the year, we wrap up our festivities with many New Year’s Eve or what we call ‘Old Year’s Night’ celebrations in Jost Van Dyke and at Virgin Gorda Yacht Harbour, C.B. Romney Tortola Pier Park, and Trellis Bay, Beef Island.
It’s not very difficult to get to the BVI – we now have a non-stop flight daily from Miami. Therefore, we hope to see as many people as possible in the destination come to enjoy our celebrations.
Where should travellers go to fully immerse themselves in the BVI culture?
CM: As soon as you land – even when you’re speaking to the Immigration and Customs Officers at the airport – you are fully immersed in the BVI culture. Our islanders are extremely friendly, I can’t tell you how many times I’ve met people who have told me they went to the BVI 20 years ago, and would love to come back.
Anywhere you go, you’re going to feel, see, and experience our culture – it’s not specific to one place. If you really want to see the camaraderie in the community, the kind of thing visitors should visit is our Emancipation Festival, where everyone is just having a really good time enjoying the music and local culinary options. There are foods to try during the festival that you can’t find any other time of the year, so it’s a great way to meet people, have fun, and see what the culture of the destination is all about.
What would you say is the BVI’s most underrated attraction?
CM: I would say the diving in the BVI is one of the most underrated attractions. We don’t get a lot of publicity for that sector. I personally am not a diver, but I speak to a lot of people who come here to do so and tell me the diving scene is as captivating and rich as other places that hang their hat on the experience.
We always say that we are the wreck diving capital of the Caribbean. We have a lot of wrecks, and one of our top dive sites is the Wreck of RMS Rhone. It was an English steamer that sank a very long time ago off the coast of Salt Island.
In your opinion, why should someone choose the BVI as a tourist destination in 2025?
CM: The BVI is still a boutique destination. If visitors are looking for a place that is not overly crowded with stretches of beaches just for themselves, the BVI is an amazing place to travel to.
Seven years ago, we were struck by a massive hurricane that really decimated our tourism product, but we are now back up and running again, with properties recently re-opened. One of our major properties set to open its doors in the fall of this year is the Peter Island Resort, which will be a brand new development.
Not only that, but we also have Saba Rock Resort, the Bitter End Yacht Club, as well as Biras Creek Resort, which is one of our legacy properties in the BVI that has just opened a new restaurant. So, there are a lot of exciting developments in the territory that we are ready to share with the world.
I also tell people all the time that the BVI is an amazing place if they want to see a lot of what the Caribbean was like 100 years ago. Many of the islands are still very much uninhabited or feature just one property, so you can actually take a step back in time and see what it used to be with the amenities of the 20th century.
The BVI is the place to be, and we encourage people to consider us for the vacation of a lifetime.
Finally, are you optimistic about the future of tourism in the BVI?
CM: Yes, I am very optimistic about the future of tourism in the BVI. We have a community that is extremely passionate about the industry, and from passion, you can expect great things to happen.
The territory’s education system is really pushing tourism, as we have seen a lot of young people trying to figure out ways they can get into the industry because they are so passionate about it.
Looking towards the future, the sky is the limit. With the new developments coming on stream, these are the things that continue to make us unique. We are also making sure our festivals are robust and showcase the culture of the destination in a real way.
I’m also finding that a lot of the population is getting behind tourism and making the territory one of the best places in the world, so the future is bright.
