GREAT BAY--Minister of Tourism, Economic Affairs, Traffic and Telecommunication (TEATT) Grisha Heyliger-Marten is looking to St. Maarten's established tourism identity, “A Little European, Lots of Caribbean,” as a central element of a new tourism development strategy for 2027 to 2029 aimed at increasing visitor spending, encouraging longer stays, strengthening tourism activity during slower months and expanding the range of experiences available to visitors.
Presenting the Ministry's draft 2027 National Budget to Parliament, Heyliger-Marten emphasized that St. Maarten must begin measuring tourism success not simply by the number of visitors arriving on the island, but by the economic value those visitors generate and how much of that spending benefits residents and local businesses.
The Minister pointed to the country's traditional tourism slogan as a reflection of the combination of European influences, Caribbean hospitality and cultural diversity that has historically helped define St. Maarten as a destination.
Rather than moving away from that identity, she indicated that the country's future marketing direction should build on it while showcasing a broader range of visitor experiences.
The approach would position St. Maarten as a destination capable of offering family vacations, luxury accommodation, yachting, wellness retreats, culinary experiences, cultural attractions and vibrant nightlife within one tourism product.
Building on St. Maarten's Tourism Identity
Heyliger-Marten acknowledged that St. Maarten's beaches, international accessibility, shopping, restaurants, nightlife and yachting industry remain major strengths. However, she cautioned that increasing visitor numbers are placing greater demands on roads, public spaces, infrastructure and essential services, while competing Caribbean destinations continue investing in their tourism products.
The Minister emphasized that the next phase of tourism development must focus on strengthening the value of the industry rather than concentrating exclusively on arrival figures.
A major objective is to encourage longer stays, greater spending throughout the local economy and stronger tourism activity during the May-to-October shoulder and low seasons.
The Ministry intends to use the island's established identity as a foundation for marketing additional experiences that appeal to different categories of travelers without abandoning the markets and attractions that have traditionally supported the tourism industry.
Expanding Tourism Beyond Traditional Attractions
The Minister identified several areas for tourism product development, including culinary and gastronomy tourism, wellness and medical tourism, sports tourism, agri-tourism, cultural and heritage tourism, eco-tourism, meetings and conventions, film tourism, and romance and weddings.
These sectors are intended to complement existing tourism offerings while creating additional business opportunities for local entrepreneurs, artists, entertainers, farmers, tour guides and service providers.
The development of agri-tourism, for example, could strengthen connections between local agricultural producers and the hospitality sector through farm-to-table experiences, while cultural and heritage tourism could provide new opportunities to showcase St. Maarten's history and traditions.
Heyliger-Marten indicated that some of these opportunities could be developed by improving existing attractions, while others will require investment, training, partnerships and updated regulatory frameworks.
High-Value Tourism Without Abandoning Traditional Visitors
The Minister also addressed the need to attract visitors who generate greater economic value without abandoning the traditional tourism markets on which St. Maarten depends.
She explained that high-value tourism should not be interpreted as limiting the destination to luxury travelers or five-star hotel guests.
Families renting villas, booking excursions, dining at restaurants and using local transportation can make substantial contributions to the economy, as can younger visitors enjoying the island's shopping, entertainment and nightlife.
Heyliger-Marten identified the development and upgrading of internationally competitive four- and five-star accommodations as another component of the strategy.
She referenced The Setai at Indigo Bay, along with the planned Planet Hollywood and Porto Maho developments, as projects that could strengthen the island's accommodation offerings.
Looking further ahead, she also identified Mullet Bay as a potential development opportunity, while emphasizing that any future redevelopment must preserve and upgrade the existing 18-hole Mullet Bay Golf Course.
The Minister further highlighted opportunities to strengthen St. Maarten's yachting and charter industry, including examining modernization of the Simpson Bay Bridge, improved berthing facilities, vessel maintenance and refit services, and alternatives for larger yachts unable to access the Simpson Bay Lagoon.
Tourism Authority and Updated Master Plan
The strategy calls for stronger destination management through the proposed St. Maarten Tourism Authority, envisioned as a professionally managed, industry-led institution with appropriate government oversight and accountability.
According to Heyliger-Marten, tourism development requires a consistent national direction that is not repeatedly disrupted by changes in political or administrative leadership.
The Ministry also intends to update the Tourism Master Plan to address sustainable growth, accommodation development, traffic congestion, environmental pressures and the infrastructure required to support future tourism expansion.
This work would involve coordination with VROMI and the private sector.
National Hospitality Training and Cultural Ambassadorship
Another major proposal is the introduction of a National Hospitality Excellence and Cultural Ambassadorship Training Program.
The initiative would extend beyond hotels to immigration officers, taxi drivers, restaurant employees, retailers, tour operators and other workers who interact with visitors.
Training would focus on hospitality standards, professionalism, safety, destination knowledge and the ability to communicate accurate information about St. Maarten's history, culture and traditions.
The longer-term objective is to establish a St. Maarten Tourism Ambassador Certification, supported by the necessary regulatory framework if participation eventually becomes an industry requirement.
The Minister summarized the intended approach under the theme“One Island. One Standard. One Story.”
Modernizing International Tourism Marketing
Heyliger-Marten also outlined plans to review existing international tourism marketing agreements as several approach the end of their contractual terms in late 2026.
Rather than automatically renewing arrangements, the Ministry intends to assess their performance, determine where international representation remains necessary and identify opportunities for more effective digital partnerships.
The Minister pointed to a previous Expedia collaboration involving approximately US$170,000 in promotional spending associated with US$38 million in tracked booking value. She cautioned that the entire booking value could not be attributed solely to the campaign, but said the figures demonstrate the importance of measurable marketing partnerships.
The Ministry intends to expand targeted digital advertising, online travel agency partnerships and cooperative campaigns while maintaining a strategic presence at international tourism events.
Traditional North American and European markets will remain central to the strategy, alongside exploratory efforts targeting Latin America and selected affluent traveler segments in Asia and the Middle East.
The Minister also proposed a more structured framework for influencer partnerships, including clear selection criteria, expectations, deliverables and performance measurement.
The refreshed marketing direction would continue promoting St. Maarten under“A Little European, Lots of Caribbean,”while giving greater visibility to the different experiences available across the destination.
Heyliger-Marten's overall message was that St. Maarten does not need to abandon the identity that established its position in Caribbean tourism. Instead, the country must invest in its existing strengths, develop new attractions and improve the quality of the visitor experience.
The objective of the 2027–2029 strategy is to strengthen St. Maarten's international competitiveness while generating greater economic benefits for local businesses, workers and communities.
