BVI Showcased at St Kitts Festival
The British Virgin Islands Tourist Board & Film Commission partnered with Liat Air and Carambola Beach Club to promote the territory at the St Kitts Music Festival, signing up more than 300 visitors for destination updates. The activation also extended to Carambola’s White Sands event and included branded giveaways, prize packages and social media coverage that generated over 30,000 impressions.
The British Virgin Islands Tourist Board & Film Commission (BVITB&FC) joined forces with Liat Air and Carambola Beach Club to present a regional marketing activation at the recent St Kitts Music Festival, aimed at boosting Caribbean travel and raising awareness of the BVI. According to a BVITB&FC press release, the activation was held as part of Carambola’s exclusive VVIP Experience across a three-night program.
Scatliffe and Senior Marketing Manager Harmony Turnbull led interactive engagements, branded giveaways and one-on-one conversations designed to promote the upcoming Virgin Islands Emancipation Festival and the convenience of direct Liat Air service between St Kitts and Tortola. Organisers reported strong interest from festival attendees, with more than 300 visitors opting in to receive destination updates, festival information and future promotional offers.
The release stressed that this figure reflects those who signed up for follow-up communications and does not capture every person who engaged with the BVI booth during the festival. The campaign continued at Carambola’s White Sands event, where the BVITB&FC and Liat Air increased visibility through handheld branded fans, illuminated Hawaiian leis and further interactive activities.
These items remained in use throughout the evening, extending the BVI brand’s presence among high-value regional travellers. Through its partnership with Liat Air, the Tourist Board also offered premium prize packages including round-trip airfare, stays at Long Bay Beach Resort and Cane Garden Bay Beach Hotel, and season passes to the Virgin Islands Emancipation Festival — incentives intended to convert interest into actual visits to the territory.
The BVITB&FC worked with local content creator Travis Walters to document the activation; his authentic storytelling and social posts reportedly generated more than 30,000 impressions across social media, amplifying BVI messaging across St Kitts and the wider Caribbean. Scatliffe said the festival was an "excellent platform to connect directly with regional travellers" and highlighted the value of partnering with Liat Air, Carambola and local stakeholders to showcase both the festival and travel ease to the BVI.
For BVI residents, the campaign signals continued efforts to grow regional visitation and strengthen air links — developments that could support local hotels, tour operators and cultural events such as the Emancipation Festival if interest translates into increased arrivals.
Primary source: VINO