US Virgin Islands Strengthens Tourism Strategy Under New Leadership, Get the Details Here

On 15th January 2026, Jennifer Matarangas-King was officially sworn in as the Commissioner of the Department of Tourism in the U.S.V.I., which is in the Caribbean region. The swearing-in ceremony was a significant event in U.S.V.I.’s history, as it saw a distinguished gathering of dignitaries, including Mr. Albert Bryan Jr., who was the former Governor, the Matarangas-King family, former tourism officials, as well as members of the Cabinet at Government House, St. Croix.

New Leadership for the U.S. Virgin Islands Tourism Sector

Jennifer Matarangas-King’s appointment as Commissioner of Tourism comes after a thorough confirmation process by the 36th Legislature of the United States Virgin Islands in November 2025. Her appointment was made by Governor Albert Bryan Jr. in August 2025, recognizing her ability to spearhead the USVI’s tourism industry, which is a fundamental pillar of the territory’s economy. Matarangas-King brings with her a wealth of experience and a clear vision for the future of the USVI’s tourism sector.

Tourism is one of the largest contributors to the USVI’s economy, supporting thousands of jobs and driving significant revenue for the islands. With more than half of the territory’s economic output tied to tourism, the role of Commissioner of Tourism is integral to the success of the USVI. Under Matarangas-King’s leadership, the Department of Tourism aims to continue strengthening this key industry by focusing on sustainable growth, community involvement, and enhancing the tourism experience for both locals and visitors.

A Focus on Strengthening Local Engagement

From the beginning of her tenure, Commissioner Matarangas-King has made it clear that strengthening the Department of Tourism from within is a priority. Her first steps have included expanding the department’s team and filling key leadership positions across St. Croix, St. Thomas, and St. John. By building a strong internal foundation, the department is better equipped to handle the challenges and opportunities of the tourism sector.

One of the primary goals of Matarangas-King is to deepen local connectivity. She has emphasized the importance of tourism benefiting Virgin Islanders first. “Tourism must work for Virgin Islanders first,” she stated. This approach underscores her commitment to ensuring that the local community feels involved and invested in the tourism industry. When Virgin Islanders are connected to and take pride in the tourism sector, that pride naturally extends to visitors, enhancing their experience and engagement with the islands.

To achieve this, Matarangas-King has worked to forge strong partnerships with local organizations. For instance, the Department of Tourism has established collaborations with the University of the Virgin Islands and the VI/PR Friendship Day Committee. These initiatives aim to increase community engagement, support local initiatives, and create a sense of shared responsibility in the growth and development of the tourism sector.

Strategic Focus on Marketing and Visitor Experience

While local engagement is a key priority, Matarangas-King is also focused on sustaining and growing tourism from external markets. The USVI has long been a popular destination for travelers from the United States and beyond, but the competitive nature of the global tourism industry demands continuous innovation in marketing and outreach efforts.

Under Matarangas-King’s leadership, the Department of Tourism is placing a renewed emphasis on targeted marketing campaigns aimed at key feeder markets. These markets are critical to ensuring that the USVI remains a top destination for tourists, particularly from the mainland United States, which represents a significant portion of the territory’s visitors.

The commissioner’s marketing strategy is designed to attract more visitors while highlighting the USVI’s unique offerings: pristine beaches, vibrant culture, and rich history. By focusing on the authenticity of the Virgin Islands’ natural beauty and cultural heritage, Matarangas-King aims to attract tourists who are not only seeking relaxation but also those interested in learning about the islands’ history and traditions.

Strengthening Relationships with Local Communities

A major aspect of Matarangas-King’s vision is building stronger relationships within local communities. She firmly believes that tourism should not only cater to external visitors but also serve the needs of the people who live and work in the USVI. By encouraging greater local participation in the tourism industry, the USVI aims to ensure that the benefits of tourism are widely shared and deeply ingrained in the local culture.

Her vision for the tourism sector revolves around a concept she calls “Vested Interest.” This approach aims to empower Virgin Islanders by providing them with opportunities to engage in the tourism industry in meaningful ways. When locals have a direct stake in the industry, it enhances their connection to the tourism experience and fosters a sense of pride that is palpable to visitors.

Fostering Sustainable Tourism Practices

Sustainability has become a growing concern for global tourism, and the USVI is no exception. As tourism continues to be a cornerstone of the territory’s economy, it is crucial that the industry develops in a way that preserves the natural environment while also supporting local communities. Matarangas-King has made it clear that sustainability will be a key pillar of her leadership.

In line with this focus, the Department of Tourism will work to ensure that tourism practices in the USVI are environmentally responsible, supporting conservation efforts while also providing visitors with an exceptional experience. This includes promoting eco-friendly tourism activities, enhancing environmental education, and encouraging sustainable development practices across the islands.

A Vision for Continued Growth and Success

Having had her swearing in done, Commissioner Jennifer Matarangas-King stands at the precipice to lead the USVI into the next chapter in the evolution and growth of tourism in the U.S. Virgin Islands. Seeking to further propel and enhance the gains her predecessors made in leading the USVI into becoming a major tourism destination in the world, yet maintaining and showcasing the unique culture and natural aesthetics found in the USVI.

Her future vision is based on the mutual benefits that can come about as a result of the experience. Through fostering a deeper connection with the community and the tourism industry, as well as with ensuring the prosperity of the industry, Matarangas-King is creating the path to the future success of the United States Virgin Islands.

As the tourism picture changes, Matarangas-King’s leadership will prove essential in helping the United States Virgin Islands progress to a bright future where tourism can both thrive and grow in a sustainable way, engaging in robust tourism at home and abroad to incorporate tourists from around the globe in a welcoming atmosphere.

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