There has been much comment on hosting the 2025 Soul Beach Music Festival during the US Memorial Day weekend, with many questioning the value of such. It turns out the event drew approximately 2,500 visitors and generated an estimated minimum of US $3 million in local economic activity (see related story), according to Minister of Tourism, Economic Affairs, Transport and Telecommunication (TEATT) Grisha Heyliger-Marten.
Whether that’s worth government’s contribution of US $500,000 is another matter. The aim was also to position the destination on the global entertainment map, attract a new audience, stimulate local economic activity and extend the tourism season.
Most of the subsidy was reportedly spent directly in St. Maarten. Feedback from Oyster Bay Beach Resort, Hilton, JW Marriott, Simpson Bay Resort, Sonesta Maho, Divi Little Bay, Holland House, Alicia’s Inn, Fourteen at Mullet Bay and The Hills Residence showed occupancy rates ranging between 85% and 95%, compared to 60%-70% for the same period in 2024.
Car rentals Avis, Budget, Hertz, Thrifty and Sixt also reported increased bookings, with Avis seeing a 50% increase, Budget 67% and others between 25% and 45%. Taxi drivers reported earning between $800 and $1,000 over the long weekend.
Numbers are still below those in the festival’s former home Aruba, which invested up to $2.1 million, welcomed 7,000 visitors and generated an estimated $30 million in economic spin-off.
However, one must keep in mind that this was the first return of Soul Beach to its original roots and expectations are that it could grow, although a more famous line-up of artistes would be no luxury. Especially if the French side is willing to cover its fair share of the considerable expense going forward, there is certainly no reason to write off the event altogether at this point.
It at least seems to deserve the benefit of the doubt for now and perhaps a second chance in the future.
