Mary Joseph, a student of the BVI Seventh-Day Adventist School, is the Virgin Islands’ (VI) new Junior Ambassador of Tourism. Photo: Team of Reporters

Mary Joseph, the VI's new Junior Ambassador of Tourism, pitched her Target. Authenticate. Guide strategy during the competition on Thursday, June 4, 2026, at Maria’s By The Sea in Road Town, Tortola. Photo: Team of Reporters

The Virgin Islands' new Junior Ambassador of Tourism, Mary Joseph (2nd from right), pictured with Arianna I. Ions of BVI Seventh-day Adventist School who came in third. Flanking them are teachers of the BVI Seventh-day Adventist School. Photo: Team of Reporters

Ms Joseph emerged victorious during the competition on Thursday, June 4, 2026, at Maria’s By The Sea in Road Town, Tortola. The annual competition, organised by the Training Department of the BVI Tourist Board & Film Commission (BVITBFC), saw the participation of 10 secondary school students from across both private and public schools. 

In second place was Caleb Stoutt of Elmore Stoutt High School, and Arianna I. Ions of BVI Seventh-day Adventist School came in third. 

Target, Authenticate, Guide

The new Junior Ambassador of Tourism won over the judges with her presentation highlighting her tourism strategy ‘TAG: Target. Authenticate. Guide’, which she assured will use the power of social media to spotlight the VI through strategic digital promotions addressing both over and undertourism. 

“First, we must target smart travel by utilising platforms such as Instagram and TikTok; we can launch targeted campaigns showcasing our beautiful islands all year round.”

She proposed campaigns such as ‘BVI Beyond the Horizon’ that aims to highlight lesser-known gems and the flamingos in Anegada. She also presented ‘BVI 365’, a campaign geared at spotlighting the VI’s year-round events from the BVI Spring Regatta, Poker Run, Music, Emancipation and New Year’s Eve Festivals. 

“One viral video can promote our islands within minutes and bring thousands to our shores.”

Ms Joseph also encouraged the authentication of content, arguing that today’s travellers are not interested in overly edited photos but real people enjoying real culture. “Recently popular streamer IShowSpeed toured the Caribbean and millions tuned in, not because of polished tourism commercials, [but] because visitors were experiencing the local culture in real time through authentic interaction.”

Lastly, she pitched the strategy of guiding local support, as visitors should experience more than the VI’s famous and luxurious beaches. She painted a picture of visitors experiencing the Fungi music, people, food such as fresh fish and Johnny cakes, and storytelling from elders such as Elmore Stoutt. 

The world can’t appreciate what it never sees 

“Social media will bring these experiences to light and encourage visitors to connect with our communities and support local businesses. If tourism is truly the backbone of the Virgin Islands, visibility must become the backbone of tourism.”

Ms Joseph said the world cannot appreciate what it never sees. 

“The BVI has far too much beauty and culture to remain hidden…I propose that when we target smart travel, authenticate our content and guide local support, we will not simply be promoting a beautiful destination, but we’ll be telling the story of our people, culture and a territory that deserves to be seen.”

She will represent the VI at the Caribbean Tourism Youth Congress in Guyana. The youth congress is a key feature of the Caribbean Tourism Organisation’s (CTO) annual State of the Tourism Industry Conference (SOTIC) scheduled for October 5 to 9, 2026.