British Virgin Islands premier Orlando Smith has announced the appointment of Sharon Flax-Mars as director of tourism for the destination in a press briefing held earlier.

Flax-Mars is a veteran tourism and hospitality professional with over 25 years of experience.

“I am aware it takes dedication, diligence, persistence, vision, effective planning, and the right hands on deck.

“In this regard, today I am pleased to announce that the British Virgin Islands Tourist Board has retained the services of Sharon Flax-Mars who will serve as the director of tourism,” the premier, who doubles as tourism minister, said.

Flax-Mars began her entry into tourism and hospitality at an early age, assisting her parents in the operation of one of the first BVI owned hotels – Fischer’s Cove on Virgin Gorda.

Throughout the course of her career she has held a variety of senior posts within the tourism and hospitality industry for which she has garnered recognition.

As the director of tourism, Flax-Mars brings proficient senior management ability and experience: at Rosewood Little Dix Bay, she held the post of rooms division Manager for ten years and most recently ended her two-year role as Human Resources Director, overseeing a staff of 300.

Flax-Mars also served as a member of the BVI Tourist Board across three administrations.

Flax-Mars shared her enthusiasm and outlook on the future of tourism in the BVI.

“Our British Virgin Islands have unparalleled beauty and charm unlike any other islands in the Caribbean,” said Flax-Mars.

“The caring and gentle people of the BVI hold a distinct pride in our island; and the end goals of our Premier, and by extension all of us, is for a better way of life so it becomes the goal of my team and I to move tourism forward. Our goal is to increase visitors to our islands; ensure that we help to create memorable moments and experiences; and create a wow factor during their visit so that we become their destination of choice.”