MARIGOT--St. Martin Tourism Office President Jeanne Rogers-Vanterpool indicates stay-over visitors are the greatest source of jobs and economic growth, but St. Martin still remains deficient in the necessary accommodations to fuel real growth in this area, despite enjoying higher occupancy rates that beat 2014 figures.
“Our ‘high end’ tourism products performed particularly well, recording full or near capacity totals throughout the winter/spring high season,” she noted, speaking on the occasion of Caribbean Tourism Month. “These increases are the result of the hard work in promotion and customer service by our tour operators, hotels, guest houses and the rest of the professionals in the industry.”
Yet on the accommodation issue, she said 4.35-million-euros in grants co-funded by Europe, Loi pour le Développement Economique des Outre Mers (LODEOM) and the Collectivité had been invested over the last two years to help St. Martin’s hotels, guest houses, and restaurant properties upgrade their accommodations.
The tourism office, since 2012, has multiplied its efforts through increases in the number of trade shows, road shows, promotional partnerships and promotional campaigns online, in magazines and other travel media. These activities have been concentrated both in traditional markets and new evolving markets in South America, Europe and in Asia.
“We remain committed to projects such as the revitalization of Marigot and the Marigot Bay development project,” she added. “Both of these projects will allow us greater possibilities to increase the dynamic of our economy through the introduction of new activities, hotels and other much needed businesses … As long as we do it ‘right’ and within the parameters that offer both the community and the investor a maximum of positive returns.”
“Second quarter figures, which recorded a decrease prove, however, that although we are on the right track to improve our market share that we are not there yet. Although we expect that the number of visitors coming to our shores will increase we have still not solved the issue of creating a year round tourism product that functions just as effectively in the so called ‘low season’ as it does during the winter months,” she noted.
“This is why, we at the Office of Tourism have engaged in an effort along with our industry partners to overhaul, improve and upgrade our offerings, go after new markets and improve our presence on the world travel scene through a new promotional campaign that was launched in September.”
“The Office is also busy putting out the message that St. Martin is open for business by participating in investment conferences and engaging with hotel, developers and business people on their home terrain. This is why in October we were able to host 45 travel and business representatives from China and why throughout the year various hotel chains and development representatives have visited the island,” Rogers-Vanterpool continued.
“Our contacts over the last two years with cruise industry officials and, with the help of the Florida Caribbean Cruise Association (FCCA) and its President Michelle Paige, have also paid off. This cruise season will see a significant increase in cruise ship traffic in the Marigot Harbour. New agreements with Bobby’s Marina and the St. Martin Port Authority will also result in an increase of cruise passengers in Marigot.”
She explained the new 2016-2020 Tourism Master Plan which is in the process of finalisation is another tool that offers a chance to determine just how we want the St. Martin Tourism Product to develop.
“Tourism has changed over the last decade as a new generation coming from diverse markets and with new interests have begun to dominate the travel scene. All the necessary components must be combined very carefully to create the ideal mix of cultural, natural assets, customer service and outstanding accommodations and activities to create our St. Martin product.”
“This five year plan is our greatest tool in drafting the changes and policies needed for the product development that meets the need for jobs and security for our people, respect for the environment and that takes into account the types of structures, infrastructure and other elements needed for a sustainable growth of the industry.”
“Policy changes also mean we have to engage with our counterparts next door and with the neighbouring islands in order to improve the benefits that can be derived for all of us from increasing visitor arrivals in our sub-region. This is why we are working towards a cooperative agreement with some of our neighbours and why we continue to engage in collaboration in marketing and promotional campaigns.”
Rogers-Vanterpool continued: “Our region and our island, in particular, have had the grace to welcome tourists to our shores since the 1950s. We continue to maintain a good reputation. Here at the tourism office we are also conscious that if we are to be able to compete with the growing number of destinations that offer similar appeal we must improve, communicate, preserve our product and provide our visitors with an experience they will always remember.”
“This calls for the engagement of the entire population because to be successful, tourism must be the business of each and every one of us. This is why we launched our new marketing and promotional campaign here at home so that our population is aware of the image that is projected of our island on the outside.
“It is also why the tourism office has partnered with the CTO and the Education Nationale to introduce a Tourism Curriculum at the Lycée. We hope that through more education and information about the industry we can increase the awareness and appreciation of the population about just how important this industry is to our economy and the improvement of our standard of living.”
“As Caribbean Tourism Month comes to an end, I want to congratulate all of those who work in the industry for the hard work and dedication that they bring to their jobs every day. They are why we continue to be known as the ‘Friendly Island,’” the press release concluded.
