The $12M Local Craft Opportunity: St. Thomas Market Analysis at Fifteenand9Main
US Virgin Islands Tourism — Caribbean Travel Growth
Cruise visitors spend more in the U.S. Virgin Islands than almost anywhere in the Caribbean. With over 1.3 million annual arrivals and average on-shore spending of $166 per passenger, St. Thomas is primed for authentic, locally-made goods.
About the Florida-Caribbean Cruise Association (FCCA)
The FCCA is a nonprofit trade association representing 22 member cruise lines and 32 Caribbean/Latin American destinations. Its research partner, Business Research & Economic Advisors (BREA), conducts passenger surveys and destination-level analysis. The 2024 Caribbean Cruise Analysis, Vol. I provides a comprehensive snapshot of spending behavior — covering participation rates, average spend per passenger, and total on-shore impacts, including the U.S. Virgin Islands.
Local Crafts & Souvenirs — Key Metrics
31.4% of visitors buy locally-made items, spending an average of $18.95 each. Spread across all arrivals, that equals about $5.95 per passenger.
That's roughly 3.6% of total on-shore spending — so small lifts in conversion or basket size can generate meaningful local gains.
Growth Scenarios for St. Thomas Artisans
Using the FCCA method, incremental changes produce these annual impacts:
- +1 percentage point in buyers → +$252 k per year
- +$1 increase per buyer → +$418 k per year
Assumes 1,331,600 cruise visitors, 31.4% baseline participation, $18.95 avg spend (FCCA / BREA 2024).
About Fifteenand9Main
Fifteenand9Main is a revitalized historic property in Charlotte Amalie focused on art, design, and downtown commerce. The mixed-use space — small retail bays and restored residences — serves as an anchor for St. Thomas creators. By connecting visiting cruise passengers with local entrepreneurs and artists, Fifteenand9Main keeps more visitor dollars on the island while maintaining cultural identity.
Airline Arrivals Expand the Local Crafts Market
In addition to cruise visitors, St. Thomas welcomes a steady stream of air travelers. In 2024, combined airline arrivals at Cyril E. King (STT) and Henry E. Rohlsen (STX) totaled 932,265. Assuming roughly two-thirds arrived through St. Thomas, that equals about 621,500 visitors to the island.
Applying the same 31.4% participation rate and $18.95 average spend from FCCA / BREA as a proxy for air visitors produces:
Together, cruise and air visitors ≈ $11.6 million per year in local crafts & souvenir sales.
Expanded Air Lift: Southwest Service
Southwest Airlines provides direct St. Thomas service from Orlando (daily) and Baltimore / Washington (peak-day) into Cyril E. King Airport (STT), expanding multi-night hotel and resort visitors who shop downtown.
Position Your Business for the $12M Visitor Spend
Fifteenand9Main offers prime retail bays anchored by the CMCArts Museum Shop at 15 Main Street. Connect directly with the owners to check current availability or discuss your concept.
Source & Method: Florida-Caribbean Cruise Association / BREA, 2024 Caribbean Cruise Analysis, Vol. I (Tables ES-3 & ES-4). Figures reported at U.S. Virgin Islands level and used here as a proxy for St. Thomas. Method: (% who buy) × (per-buyer spend) × passenger count.