That the Harbour Group of Companies is taking part in the annual Dutch “Vakantie Beurs” (see related article) is good news. St. Maarten did not attend this major vacation mart in the city of
Utrecht for several years because the promotion and marketing bureau in the Netherlands hired by the local Tourist Office had not been paid at first and then saw its contract terminated.
Of course, Port SXM will focus on cruise tourism rather than stay-over visitors, so that a presence of the Ministry of Tourism, Economic Affairs, Transport and Telecommunication (TEATT) possibly accompanied by local resorts still would seem like a good idea. Especially with two new weekly Arke flights from Schiphol Airport, the Dutch market holds more potential than ever for the island.
However, as pointed out in today’s story, cruises also have become popular in Europe, including the so-called Benelux. As matter of fact, Arke’s owner TUI is also involved in the cruise industry and sending ships to Pointe Blanche together with its partners.
Make no mistake: the added airlift alone won’t be enough to ensure growth from the Netherlands, as similar fights were cancelled in the past. Adequately promoting the island in the source market is essential.
It was announced in October that two marketing professionals were in the process of garnering private business support to represent the Dutch side in Utrecht. There has been no word since on the results of these efforts, but there can be little doubt that it would be a worthwhile investment. Plans include performances by local band Orange Grove and Glennis Grace, plus a fashion show and demonstrations by a chef and a bartender.
It’s no secret that government is currently strapped for cash and needed to request a NAf. 5 million overdraft at the bank. Moreover, some 10 per cent must be cut from the 2016 budget.
Still, “The Friendly Island” with its one-pillar tourism economy can hardly afford to stop selling the destination. The new St. Maarten Tourism Authority (STA) in the
process of being established needs to help make sure that doesn’t happen.
