News that St. Maarten has a marketing representative again in the Netherlands (see Wednesday paper) was no doubt welcomed within the hospitality industry. The lack of such, mostly due to payment problems in the past, had not been very helpful to further developing the European market. In this regard it’s important to realise that the company in question will be promoting and advertising the destination in the entire Benelux.
For example, Dutch carrier TUI recently started selling packages in Belgium on its flights to Princess Juliana International Airport SXM. The latter have provided a major boost to travel from Europe, in addition to the existing service of KLM from Amsterdam and Air France from Paris.
The reasoning that inhabitants of the countries involved get long vacations and often travel in their summer when it’s off-season on the island makes all the sense in the world. Diversifying the Dutch side’s source market now dominated by North America is always a good idea.
Some may question whether awarding such a contract actually should be done by a caretaker Minister of a Cabinet that has already resigned pending the formation of a new Government after the election. Particularly the UP party that was given the Tourism, Economic Affairs, Transport and Telecommunication (TEATT) portfolio in the coalition talks with NA might have a question or two.
However, the issues with proper representation in the Netherlands have been ongoing and there is definitely no more time to lose. Unless something is terribly wrong with the agreement, it ought in principle to be honoured by the incoming Council of Ministers.
One thing glaringly missing from the story is any mention of the new St. Maarten Tourism Authority (STA) that is supposed to coordinate promotion and marketing activities in a professional manner. The STA has to be taken seriously and properly recognised if it is to make a positive impact.
