Virgin Islands as a premier tourism destination was on display at the 2026 St. Kitts Music Festival, which took place from June 25 to June 27, 2026, at Warner Park Stadium in Basseterre, St. Kitts. Photo: Internet Source

The British Virgin Islands Tourist Board & Film Commission (BVITBFC), in collaboration with Liat Air and Carambola Beach Club, successfully showcased the destination at the Music Festival through a dynamic regional destination marketing activation designed to strengthen Caribbean travel and increase awareness of the British Virgin Islands. Photo: BVITBFC

As part of Carambola Beach Club's exclusive VVIP Experience, the BVITBFC partnered with Liat Air to engage festival patrons over the three-night event, promoting the upcoming Virgin Islands Emancipation Festival while highlighting the convenience of direct Liat Air service between St. Kitts and Tortola. Photo: BVITBFC

At the Carambola Beach Club's exclusive White Sands event, the BVITBFC and Liat Air expanded their destination marketing efforts through branded giveaways, interactive engagement, and high-impact visibility. Branded handheld fans and illuminated Hawaiian leis distributed during the activation remained visible throughout the evening, providing sustained exposure for the British Virgin Islands brand as attendees carried and wore them across the event. Photo: BVITBFC

The British Virgin Islands Tourist Board & Film Commission (BVITB&FC), in collaboration with Liat Air and Carambola Beach Club, successfully showcased the destination at the Music Festival through a dynamic regional destination marketing activation designed to strengthen Caribbean travel and increase awareness of the British Virgin Islands.

BVITB&FC engaged festival patrons

As part of Carambola Beach Club's exclusive VVIP Experience, the BVITBFC partnered with Liat Air to engage festival patrons over the three-night event, promoting the upcoming Virgin Islands Emancipation Festival while highlighting the convenience of direct Liat Air service between St. Kitts and Tortola.

According to the British Virgin Islands Tourist Board’s press release, Regional Marketing Manager RaeNisia L. Scatliffe and Senior Marketing Manager Harmony Turnbull led the activation through interactive experiences, branded giveaways, and one-on-one conversations that inspired future travel to the British Virgin Islands.

The release stated that the activation generated strong interest among festival attendees, with over 300 visitors signing up to receive destination updates, festival information, and future promotional offers. This figure represents individuals who opted to stay connected with the destination and does not reflect the total number of visitors who engaged with the booth throughout the festival.

Campaign expanded to other events

Following the British Virgin Islands Tourist Board’s successful campaign during the music festival, the team were also able to continue its marketing campaign at the Carambola Beach Club's exclusive White Sands event.

At that event, the BVITBFC and Liat Air expanded their destination marketing efforts through branded giveaways, interactive engagement, and high-impact visibility. Branded handheld fans and illuminated Hawaiian leis distributed during the activation remained visible throughout the evening, providing sustained exposure for the British Virgin Islands brand as attendees carried and wore them across the event.

The release further stated that through the partnership with Liat Air, attendees also had the opportunity to win premium destination prize packages, including round-trip airfare, accommodations at Long Bay Beach Resort and Cane Garden Bay Beach Hotel, and season passes to the upcoming Virgin Islands Emancipation Festival. 

BVITB&FC & Content creator partnered

The BVITBFC also collaborated with British Virgin Islands content creator Travis Walters, whose authentic storytelling and engaging social media content captured the excitement of the activation. His content generated over 30,000 impressions across social media, extending the campaign's reach throughout St. Kitts and the wider Caribbean region.

Regional Marketing Manager RaeNisia L. Scatliffe said, “The St. Kitts Music Festival provided an excellent platform to connect directly with regional travellers in an authentic and engaging environment. By partnering with Liat Air, Carambola Beach Club, and our tourism stakeholders, we were able to showcase not only the excitement of our upcoming Virgin Islands Emancipation Festival but also the ease of travelling to the British Virgin Islands. Collaborating with BVI content creator Travis Walters allowed us to tell our story through a genuine local perspective, significantly expanding our reach across St. Kitts and the wider Caribbean. We look forward to building on these partnerships as we continue to grow regional visitation and strengthen the British Virgin Islands' position as a premier Caribbean destination."