It was good to read in Tuesday’s paper that St. Martin Tourism Office is holding three roadshows this year in São Paulo, Rio de Janeiro and Manaus together with Copa Airlines. While North America and Europe are the island’s main source markets, receiving passengers from different areas including Brazil is important.
The current twice-weekly service to Princess Juliana International Airport (PJIA) from Panama City offers favourable connection opportunities not in the last place to avoid going through Miami and dealing with US transit requirements. The carrier clearly sees potential to increase traffic on the route and seems like a solid partner.
Not that competition is unwelcome, mind you. Quite the contrary, efforts to attract airlift out of South America and elsewhere should continue unabated.
The advantages are many, such as generating more business during different periods than the traditional high season when it’s winter in the northern hemisphere. This makes local employment less seasonal, which translates to social stability. Additionally, spreading the supply of visitors significantly reduces vulnerability to external shocks.
The need for diversification is often mentioned, but this can – to some extent – be achieved within the tourism economy too. A good mix of stayover, cruise and yachting guests is also a contributing factor.
Of course, means for promotion and marketing remain limited certainly compared to similar Caribbean destinations, but investments are still required to safeguard and – if possible – even improve the competitive position of “The Friendly Island” in the region’s hospitality industry.
Getting to the top is one thing, staying there quite another. Talk about enhancing resilience.
