Tuesday, May 05, 2009USVI Tourism Dept. Goes Virtual

Caribbean Net NewsUSVI Department of Tourism Shifts To Mobile Sales Force

In keeping with the US Virgin Islands Department of Tourism's overall marketing strategy to streamline the Territory’s sales force and meet the needs of a changing marketplace, the DOT's Atlanta sales office is the latest to “go virtual.”

This week, the department’s Atlanta office located at 245 Peachtree Center Avenue has been closed in order establish a mobile sales team that can more efficiently and effectively cover the Southeast region.

Moving forward, members of the sales team based in Atlanta will work remotely and have the ability to remain nimble and responsive to meet with current and potential partners and more effectively sell the Territory. The move to a virtual office in the Atlanta market will not represent a staff reduction, since existing staff members will be able to effectively manage the important gateway for travel to the Territory.

Currently, the Territory receives nearly 40,000 visitors each year from the Georgia area, which also provides non-stop and connecting key flight service to both St Croix and St. Thomas.

The Atlanta “virtual office” is the latest in a strategic shift toward a completely mobile sales force, which began in May 2007 when the Department of Tourism closed its offshore office in Los Angeles, followed by Chicago. Currently, 50% of the DOT’s sales force is mobile and additional offices will be closed as their leases expire.

The mobile sales force will provide the following benefits to the Territory:

    * An increase in the overall number of sales calls conducted with travel agents, tour operators and key industry partners. To date, more than 4,000 sales calls annually have been conducted by the virtual offices.

    * Ability to host an increased number of educational workshops for tour operators and airline partners.

    * Stronger relationships and ongoing dialogue with key national organizations such as Black Divers Association, Chambers of Commerce, etc.

The move also addresses the administration’s priority to maximize efficiency and identify areas to more effectively utilize resources, especially during the period of economic downturn. It is estimated that the Government will realize a savings of more than $150,000 annually as a result of the expired leases.

“It is critical that we continue to adapt to remain a leader in the changing marketplace,” said Commissioner Beverly Nicholson-Doty. “Our strategy of establishing virtual, mobile sales teams will not only increase our effectiveness in selling the destination to potential visitors, but also creates an opportunity for substantial savings for the Territory.”

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