Sasha Flax is a tourism professional, public officer and entrepreneur who is helping to shape the next chapter of tourism development in the British Virgin Islands. She currently serves as Assistant Permanent Secretary for Tourism within the Ministry of Tourism, Culture and Sustainable Development, where she plays an active role in advancing the Territory’s tourism priorities, strengthening collaboration across the industry and supporting the development of a tourism sector that is increasingly sustainable, competitive, culturally grounded and responsive to the changing expectations of global travellers.

A significant area of Sasha’s work has been the development and advancement of the National Tourism Policy 2026–2036, which provides a long-term framework for the transformation and sustainable growth of tourism in the Virgin Islands. Having been closely involved in the work surrounding the Policy, she is now focused on its implementation and operationalisation helping to move the Territory from policy development into action. Her work also extends to the development of the National Tourism Strategy, destination development initiatives, stakeholder engagement and strengthening the systems and partnerships needed to deliver the Territory’s tourism vision.

One of the projects closest to Sasha’s heart has been the BVI Tourism Summit, an initiative she played a leading role in conceptualising, coordinating and bringing to life. The Summit created an important platform for tourism stakeholders, government leaders, industry professionals and partners to come together to discuss the future of the Virgin Islands’ tourism industry, exchange ideas and examine the opportunities and challenges shaping the sector. For Sasha, the Summit represented more than an event—it embodied her belief that meaningful tourism development requires conversation, collaboration and, most importantly, a willingness to turn ideas into action. Bringing together different voices within the industry and helping create a space for forward-looking dialogue has been one of the defining experiences of her work in tourism.

Sasha believes that the future of tourism is increasingly driven by culture, authenticity and immersive experiences. Today’s traveller is looking for more than beautiful scenery; visitors want meaningful connections to the places they visit, opportunities to experience local culture and heritage, authentic cuisine, storytelling, community interaction and experiences that cannot simply be replicated in another destination. She is passionate about ensuring that as the Virgin Islands evolves as a destination, its tourism product continues to reflect the people, stories, traditions and unique characteristics that distinguish the Territory from anywhere else in the world.

Her professional experience spans tourism, public administration, stakeholder engagement, programme coordination, policy development and project leadership. She holds a background in Resort Management and has also pursued studies in Organizational and Business Psychology, giving her a multidisciplinary perspective on tourism development, leadership, organisational behaviour, visitor experience and the importance of people in building successful destinations.

Beyond the public sector, Sasha is also an entrepreneur. Her experience operating businesses gives her a practical understanding of the realities faced by small businesses and entrepreneurs and provides another dimension to how she approaches tourism and economic development. It has reinforced her belief that successful destinations are created when government, the private sector and communities work together and when local people are able to see and experience tangible benefits from tourism.

As part of a new generation of tourism leaders in the Virgin Islands, Sasha is particularly passionate about bridging the gap between vision and execution. Whether through the National Tourism Policy, the Tourism Summit, destination development initiatives or ongoing engagement with the tourism industry, her focus remains on transforming ideas into tangible outcomes that strengthen the Territory’s tourism product and create opportunities for its people.

For Sasha, the future of tourism is not simply about increasing visitor arrivals. It is about increasing the value and impact of tourism, creating richer visitor experiences, strengthening local participation, celebrating Virgin Islands culture, encouraging innovation and ensuring that tourism contributes meaningfully to the economic, cultural and social development of the Territory.

Her vision is for a Virgin Islands tourism industry that remains globally competitive while being unmistakably and authentically Virgin Islands, one that is sustainable, innovative, immersive, community-centred and capable of creating a lasting legacy for generations to come.

Topic: Emerging Young Leaders in the Tourism Space