The first-ever North American Content Creator Summit was successfully hosted by the BVI Tourist Board & Film Commission (BVITB&FC) from February 3 to 8, 2026. Photo: BVITB&FC

Anegada Conch Shell Mounds. Photo: BVITB&FC

Deputy Director of Tourism, Natasha J. Chalwell, said the North American Content Creator Summit was a deliberate and strategic shift in how the Virgin Islands is being promoted. Photo: BVITB&FC

This marked a strategic step forward in the Virgin Islands’ (VI) evolving tourism marketing efforts, the BVITB&FC said in a February 17, 2026, press release. 

It explained that the participating creators were carefully selected based on specific criteria, including audience demographics, engagement rates, geographic reach, brand alignment and demonstrated success in converting digital storytelling into measurable travel interest and bookings. 

Collectively, the group represents millions of highly engaged followers across North America and other priority markets, including the United Kingdom.

The multi-day program provided these creators with an immersive experience, allowing them to authentically showcase the VIs’ signature offerings to their engaged audiences–from world-class sailing and yachting to boutique luxury, eco-adventure, culinary experiences and cultural heritage.

37 million potential impressions

The BVITBFC welcomed 8 content creators to this summit, collectively reaching 4.9 million followers.

To date, this initiative has already generated 37 million potential impressions, and content will continue to roll out within the coming weeks. 

During the summit, the group visited and showcased iconic locations throughout the territory, while engaging directly with local tourism partners, restaurants and experiences. 

The initiative was made possible through collaboration with local stakeholders and industry partners who assisted with on-the-ground support.

The BVITB&FC extended sincere thanks to the following partners for their invaluable contribution to the success of the summit:

Scrub Island Resort, Spa & Marina, &Beyond Yacht Charters, Allure Charters, BVI Sailing Coach, The Moorings, Anegada Beach Club, Chef Brent Lettsome, Marina Cay Bar and Grill, The Lobster Trap, Trellis Bay Market, Bar and Grill, Kelly’s Land and Sea Tours, Tommy Gaunt Kitesurfing, Up and Under Water Sports, and Hike BVI. 

Growing the tourism industry

This effort formed part of the BVITB&FC’s continued investment in innovative, results-driven marketing strategies aimed at strengthening visitor arrivals, increasing global brand awareness and supporting the long-term growth of the tourism industry.

Deputy Director of Tourism, Natasha J. Chalwell, said, “This initiative represents a deliberate and strategic shift in how we promote the British Virgin Islands.”

She added that today’s travellers are heavily influenced by digital content. 

“By collaborating with creators who align with our brand values and target markets, we are positioning the BVI to remain competitive in a rapidly evolving tourism landscape.”

The release added that by leveraging the power of digital storytelling, the BVITBFC aims to drive measurable return on investment, inspire future travel, and reinforce the VI’s position as a premier Caribbean destination.

It is anticipated that initiatives of this nature will continue to play a vital role in modernising its marketing approach and ensuring sustained tourism growth for the benefit of the VI and its people.