St. Thomas Cruise Passenger Spending: Market Data for Main Street Retailers
Written by the Team at Fifteenand9Main
The 2024 Caribbean Cruise Industry Report ranks the US Virgin Islands third overall, spotlighting $258M impact, passenger spending, and recovery trends.
Why the Report Matters
The Caribbean has reaffirmed itself as the world's top cruising destination, with the U.S. Virgin Islands standing out for its economic contributions and passenger activity. The latest report highlights how local vendors and attractions are benefiting from strong demand in the cruise market.
Caribbean Cruise Market Thrives as U.S. Virgin Islands Ranks Third in 2024 Report
The Florida-Caribbean Cruise Association recently published its cruise industry report for October 2024, reaffirming the Caribbean's status as the most popular cruise destination in the world. This underscores the region's appeal and the work of public and private stakeholders.
The analysis of 33 cruise destinations—including the U.S. Virgin Islands—highlighted the VI's substantial contribution. With a total of $258 million for the 2023/2024 cruise year, the VI ranked third, following the Bahamas and Cozumel. The Bahamas leads in spending largely because it is often the first stop on many cruises, giving passengers their initial chance to spend.
Passenger Spending Trends Across the Caribbean
The cruise economy is driven by passenger spending, crew spending, and cruise line expenses. The USVI and St. Maarten ranked second and third in average passenger spending, trailing only Panama. The Panama Canal experience may account for Panama's lead.
Shore excursions were the primary expense for visitors, followed by jewelry and watch purchases. In St. Thomas, beach excursions to renowned locations like Magens Bay contributed significantly. A notable oversight is the lack of golfing excursions at Mahogany Run.
The report notes that the average shore excursion lasts 4.5 hours—enough time for a round of golf. It also highlights that while passengers spend most on excursions, much of that commerce occurs onboard, which can limit local capture of value.
Capture the Traffic: With the Caribbean Museum Center for the Arts (CMCArts) established as the cultural anchor at 15 Dronningens Gade, our building is positioned to capture a significant share of the district's foot traffic.
Crew Spending & Daily Volume Data
Previous posts have covered ship and passenger volume; this report adds a crucial dimension: crew. In the USVI, estimated crew visits in 2023/2024 reached 170,000, with average spending of $60 per day—about $10 million total. St. Maarten posted the highest average crew spend at $118 per day, likely reflecting distinctive dining options.
Direct & Indirect Employment Stats
Volume II estimates that the cruise industry directly employs 2,721 Virgin Islands residents. In total, 5,095 jobs are linked to cruises, including 2,374 roles indirectly tied to cruise activity (e.g., shopkeepers and salespeople).
Roughly 86% of cruise-related spending in the USVI comes from passengers, 10% from cruise lines, and 4% from crew. These insights align with ongoing efforts to revitalize Main Street and strengthen local capture of visitor spending.
Local Capture vs. Onboard Booking Strategy
The study emphasizes the industry's strong recovery after two Category Five hurricanes in the Caribbean—now not only stable but thriving, pointing to continued growth potential.
It also notes competition among destinations for visitor spending, and between destinations and the cruise lines themselves. Cruise ships profit when passengers book excursions onboard, while destinations benefit most when local vendors in Charlotte Amalie capture that spend directly.