TWO NATIONS, ONE ISLAND ST. MAARTEN ’S BLUEPRINT FOR THE FUTURE OF CARIBBEAN TOURISM
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TWO NATIONS, ONE ISLAND ST. MAARTEN ’S BLUEPRINT FOR THE FUTURE OF CARIBBEAN TOURISM 2
Business Enquirer Magazine
ST. MAARTEN TOURISM
T PROJECT DIRECTED BY: GARY SMITH ARTICLE WRITTEN BY: ZAAKIRAH EBRAHIM
here are few places in the world where a traveler can cross an international border on foot, without a checkpoint, and find themselves in an entirely different culture, language, and cuisine by lunchtime. St. Maarten/Saint-Martin has built its global identity around exactly that duality — and according to May-Ling Chun, Director of the Tourism Bureau, it remains the single biggest differentiator in an increasingly crowded Caribbean market. "Our unique position is our dual-nation product," Chun told Business Enquirer. "It's always promoted as Saint-Martin, Dutch and French, and there's nothing like it in the world. This isn't just how we identify ourselves — it comes from the guests, the
Business Enquirer speaks with May-Ling Chun, Director of the Tourism Bureau, about connectivity, culinary identity, and building a smarter, more sustainable destination visitors, and journalists who discover it and speak about it too." That dual identity is layered on top of another distinguishing feature: a resident population representing more than one hundred nationalities, living and working together across generations. Combined, Business Enquirer Magazine
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You can always bank on Sint Maarten. Sint Maarten is the Caribbean’s gem, vibrant, welcoming, and full of opportunity. Whether visiting or investing, you’ll find strong potential here. With WIB ready to support you every step of the way. Scan the QR to find out more.
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ST. MAARTEN TOURISM The Windward Islands Bank: Banking with Island Roots, Investing in the Future For more than 65 years, The Windward Islands Bank (WIB) has helped shape the growth of St Maarten’s economy, evolving alongside the island while remaining firmly rooted in the community it serves. Established in 1960, WIB is St Maarten’s oldest indigenous bank. As part of the MCB Group, the bank combines the strength and expertise of a regional financial institution with a deep understanding of the local market. That balance allows WIB to deliver internationally aligned banking services while maintaining the personal relationships and local insight that have defined its approach for generations. St Maarten’s economy is built on connectivity. As one of the Caribbean’s leading tourism and commercial hubs, the island welcomes visitors from around the world while serving as a center for regional business and entrepreneurship. Supporting that activity requires banking services that are accessible, reliable and responsive to the needs of residents, businesses and travelers alike. WIB contributes to that connectivity through an extensive island-wide ATM network and broad point-of-sale acceptance, helping customers access their finances and make everyday transactions with confidence. Whether shopping in Philipsburg, dining at a local restaurant or conducting business on the island, customers benefit from banking services designed to keep pace with daily life. For merchants, that same network supports efficient payment solutions backed by a financial institution that understands the demands of a tourismdriven economy.
Innovation continues to shape the bank’s future. WIB has invested in secure digital banking solutions that make it easier for customers to manage their finances wherever they are, while continuing to deliver the personalized service that remains central to its identity. By combining digital innovation with relationship banking, WIB continues to meet changing customer expectations while preserving the personal service that has long defined the institution. Equally important is WIB’s commitment to creating value beyond financial services. Environmental, Social and Governance (ESG) principles are embedded in the bank’s approach to business, guiding initiatives that support responsible lending, environmental awareness, financial literacy, cybersecurity education and community development. Through partnerships with local organizations and ongoing investment in education, culture and sport, WIB continues to contribute to the long-term resilience and wellbeing of St Maarten. More than six decades after opening its doors, The Windward Islands Bank continues to support the people, businesses and industries that drive the island’s economy. As St Maarten looks toward continued growth in tourism, investment and entrepreneurship, WIB remains committed to providing trusted financial services, local leadership and long-term partnerships that will support the island’s continued prosperity for generations to come. www.wib-bank.net
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Chun says, these traits give St. Maarten a foundation that goes well beyond the traditional sun-sand-and-sea pitch. Beyond the Beach While the island's beaches remain central to its appeal, the Tourism Bureau is actively steering its proposition toward what Chun describes as culinary tourism, cultural experiences, wellness, and authentic community immersion. "The trend nowadays is that visitors are seeking a more cultural experience," she said. "These characteristics allow us to attract today's experience-driven traveler, while creating more opportunities for our local entrepreneurs." That entrepreneurial dimension is a deliberate policy focus. St. Maarten's tourism strategy leans heavily on its network of MSMEs — micro, small, and medium enterprises — which the Bureau is actively training and supporting to increase their role in the visitor economy. "The jobs, the product — it's there," Chun said. "Entrepreneurs are being trained and helped more and more to increase their involvement. That's definitely a positive trend moving forward." The Regional Gateway Connectivity remains the backbone of the island's tourism model — and Chun is quick to point out that St. Maarten's ambitions extend well beyond its own shorelines.
MAY-LING CHUN, DIRECTOR OF THE TOURISM BUREAU Central to this strategy is a close working relationship with Princess Juliana International Airport (PJIA). "They are our partners in this," Chun explained. "Together we basically decide on new airline partners, strategize on new routes, and always have ongoing talks with airlines from all over to see the opportunities we can create."
"Airlift is fundamental to us, and not solely as a destination — we are the regional gateway," she said. "We always say we are the northeast hub of the Caribbean, but we're really the regional gateway."
One current priority is smoothing out seasonal troughs. "We've been making the slow season smaller — trying to fill that gap so that in slower months we can get more frequency or new airline opportunities coming to the island," she said.
The Tourism Bureau's airlift strategy centers on strengthening its core North American and European markets while actively cultivating new demand from Canada and, this year in particular, South America — a market Chun says presents a clear opportunity given its geographic proximity. The wider Caribbean region is also part of that expansion push.
That gateway function is reinforced by Winair, St. Maarten's national carrier, which connects the island to more than 16 destinations across the region, along with regional partners such as InterCaribbean. "A lot of the surrounding islands use our gateway as the gateway to connect to their islands, or to make combination experiences," Chun noted.
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ST. MAARTEN TOURISM
Investment With Intention With St. Maarten now a mature tourism market, Chun describes the island as "pretty congested" in places — which makes investment policy a matter of precision rather than volume. "We see the opportunities more in boutique and lifestyle hotels, branded resorts, luxury villas, wellness concepts, mixed-use developments, and the upgrading of existing properties," she said, pointing to incentive structures designed to encourage owners of existing hotels to elevate their offering rather than simply add new rooms to the market. The underlying philosophy is one of balance. "We're interested in investment that raises the quality of the visitor experience, but also incorporates sustainability and creates meaningful local employment," Chun said. "You can
bring tourism, but you have to balance it so the community benefits from it as well — job creation, economic development. With St. Maarten's strong connectivity and international appeal, we're in a good position to be very specific about what we want to attract." Dispersing the Crowds Yachting and cruise tourism remain pillars of the island's visitor economy, supported by close partnerships with the Port of St. Maarten and the island's marinas. But the Bureau's current focus is on spreading the benefits of that traffic more evenly across the island. "There's an important priority in dispersing visitors beyond the traditional areas, and bringing them more toward culinary, cultural, and community-based experiences," Chun said. The Bureau is examining which areas are already saturated with visitor activity and actively Business Enquirer Magazine
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PRINCESS JULIANA INTERNATIONAL AIRPORT: THE GATEWAY REBUILT No conversation about St. Maarten’s tourism strategy is complete without Princess Juliana International Airport (SXM). Located in Simpson Bay on the Dutch side of the island, PJIA has spent much of the last decade rebuilding — both physically and reputationally — into what officials now describe as the Caribbean’s northeast aviation hub. The airport’s modern story is inseparable from Hurricane Irma, which devastated the terminal in 2017. Reconstruction has unfolded in careful phases, since the facility had to remain operational throughout. Temporary arrival and departure facilities opened in the terminal’s first level in December 2018, while the full upper floor and its four jet bridges — capable of accommodating wide-body aircraft — were not back in service until November 2023. The rebuilt check-in area opened in January 2024, followed by a newly reconstructed arrival hall in October 2024, featuring upgraded baggage handling and streamlined immigration and customs processing. The roughly 30,000-square-metre terminal reconstruction has been funded through loans from the World Bank and the European Investment Bank, with construction carried out by Ballast Nedam. That rebuilt capacity is now being matched by rising airline demand. American Airlines, Delta, United, and JetBlue all operate regular service from major U.S. hubs including Miami, Charlotte, Atlanta, Newark, Houston, New York-JFK, and Boston.
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Air Canada and Air Transat add seasonal Canadian service from Toronto and Montréal, while Air France and KLM maintain direct European links from Paris and Amsterdam, respectively. Southwest Airlines entered the market as a notable recent addition, launching daily service from Orlando in April 2026 — its first new international destination since 2021 — followed by weekend flights from Baltimore/Washington. And in July 2026, Contour Airlines announced a new twice-weekly nonstop route linking St. Maarten with St. Thomas, U.S. Virgin Islands, beginning in October, alongside an expansion of its San Juan operations. “Every new route strengthens the connectivity that is so vital to island communities,” said PJIA Chief Executive Officer Michael Cleaver, commenting on the Contour announcement. “It strengthens regional ties, expands opportunities for business and tourism, enhances mobility for our residents, and gives travelers greater choice in how they connect across the Caribbean and beyond.” For inter-island travel, Winair remains the workhorse of the regional network, operating scheduled service from PJIA to Anguilla, St. Barths, Saba, Sint Eustatius, and Dominica — reinforcing the airport’s role not just as St. Maarten’s front door, but as the connective tissue for the wider northeast Caribbean, exactly as MayLing Chun describes it.
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ST. MAARTEN TOURISM
Raising the Standard for Mobility and Customer Service in Sint Maarten SIXT continues to strengthen its position as one of St. Martin’s premier car rental companies, combining the prestige of a globally recognized mobility brand with the personalized hospitality that has become synonymous with the island. As the local franchise of SIXT, SIXT Sint Maarten delivers reliable, premium transportation solutions for both leisure and business travelers while consistently exceeding customer expectations. Founded in Germany in 1912, the SIXT brand has grown into an international leader in mobility services, operating in more than 100 countries worldwide. Bringing this trusted brand to St. Martin has elevated the local car rental industry by offering visitors a seamless rental experience, a modern fleet, and service that reflects international standards with a distinctly Caribbean touch. SIXT SXM operates from three strategic locations, making it easy for travelers to begin their journey the moment they arrive. Customers can conveniently rent vehicles at Princess Juliana International Airport on the Dutch side, Grand Case-Espérance Airport on the French side, and the Dr. A.C. Wathey Cruise & Cargo Facilities (Port St. Maarten), providing seamless transportation solutions for cruise passengers exploring the island. Whether arriving by air or sea, visitors have immediate access to dependable transportation, allowing them to experience everything St. Martin has to offer with comfort and convenience. The company offers a diverse fleet tailored to every type of traveler. From economical compact cars and comfortable sedans to spacious SUVs, premium luxury vehicles, and the iconic Jeep Wrangler, SIXT Sint Maarten provides transportation solutions for solo travelers, couples, families, corporate clients, and adventure seekers alike. Every vehicle is meticulously maintained to ensure the highest standards of safety, reliability, and performance. What truly sets SIXT Sint Maarten apart is its unwavering commitment to exceptional customer service. Every reservation, vehicle handover, and return is handled with professionalism, efficiency, and genuine hospitality. The team’s dedication to creating a smooth and memorable rental experience has earned the company an
outstanding reputation among first-time visitors and loyal returning customers alike. That commitment to excellence has now received international recognition. For the year 2025, SIXT Sint Maarten proudly achieved the distinction of being ranked the #2 destination in the entire Caribbean region for Customer Service Excellence within the global SIXT Network. This prestigious recognition reflects the dedication of the local team and reinforces the company’s mission of delivering world-class service with every customer interaction. Reflecting on this remarkable achievement, SIXT shared: “We are absolutely thrilled and immensely proud to announce that for the year 2025, SIXT Sint Maarten has been distinguished as the #2 ranked destination in the entire Caribbean region for Customer Service Excellence in the SIXT Network. This remarkable achievement is not merely a ranking — it is a resounding reflection of the unwavering dedication, passion, and professionalism demonstrated by our exceptional local team each and every day. Their relentless commitment to delivering nothing short of an extraordinary customer experience continues to set the gold standard across the region and stands as a true embodiment of the elite service principles upon which the SIXT brand has proudly been built. Sint Maarten, you have not only raised the bar — you have redefined it. Bravo! As tourism continues to evolve, SIXT Sint Maarten remains committed to innovation, excellence, and customer satisfaction. Through its premium fleet, convenient locations, and award-winning service, the company continues to set the benchmark for mobility services in Sint Maarten. Whether visiting for business, a family vacation, or a cruise stopover, travelers can count on SIXT Sint Maarten to deliver quality vehicles, exceptional service, and an experience worthy of one of the world’s most respected mobility brands. Book your next vehicle by emailing reservations@sixtsxm.com or call us at +1 (721) 545-4822. Wherever your journey takes you, SIXT Sint Maarten is committed to delivering premium vehicles, award-winning service, and an exceptional rental experience from start to finish.
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ST. MAARTEN TOURISM Beyond the Boardroom: Where Leadership Meets Legendary Sailing A World-Class Regatta Experience That Inspires Performance, Teamwork, and Achievement. In today’s business environment, the strongest teams are built through shared experiences that challenge assumptions, strengthen collaboration, and inspire exceptional performance. At 12-Metre, we have transformed one of sailing’s most iconic traditions into an unforgettable experience that brings people together in pursuit of a common goal. Set against the stunning backdrop of Sint Maarten, the 12-Metre Regatta Experience invites participants aboard authentic America’s Cup racing yachts to compete in a thrilling and immersive maritime adventure. More than a sailing excursion, it is a dynamic exercise in communication, leadership, strategy, and teamwork, where every crew member plays a critical role in achieving success on the water. Our flagship Regatta Experience combines the prestige of yacht racing with the excitement of hands-on participation,
creating memorable opportunities for corporate groups, incentive travel programs, leadership retreats, and discerning travelers seeking something truly extraordinary. Whether strengthening client relationships, rewarding top performers, or building stronger teams, participants leave with a renewed appreciation for collaboration, trust, and shared achievement. What sets 12-Metre apart is our ability to deliver a premium experience rooted in heritage, authenticity, and world-class hospitality. By combining legendary sailing traditions with modern event execution, we create meaningful moments that resonate long after the race is over. At 12-Metre, we believe great teams are not built in conference rooms alone. They are forged through challenge, connection, and the pursuit of excellence. Lead the Legend. Experience the Regatta. www.12metre.com Philipsburg, Sint Maarten
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working to divert traffic toward inland areas and lesser-known experiences — from hiking trails to wellness offerings. "This way they get a much better experience," she said. Sustainability as a Long Game Asked about environmental responsibility, Chun framed sustainability as an ongoing balancing act rather than a finished initiative. "Sustainability means balancing economic growth with environmental protection in a way that benefits our residents," she said. The Bureau's current direction includes encouraging responsible business practices, reducing waste, protecting beaches and marina assets, and supporting local sourcing. "This doesn't happen overnight," Chun acknowledged. "It's continuous collaboration with government, the private sector, residents, and visitors." The Culinary Capital of the Caribbean
Thomas Transportation & Tours A Family-Owned Business Delivering Exceptional Island Experiences Since 2015 Founded in 2015, Thomas Transportation & Tours is a proud familyowned transportation and tour company based in St. Maarten. Built on the values of trust, reliability, and genuine Caribbean hospitality, we are committed to treating every guest like family while providing exceptional service and unforgettable island experiences. We offer a complete range of transportation services, including airport transfers, cruise port transfers, wedding transportation, restaurant transfers, private charters, and corporate transportation. Whether you're arriving by air or sea, our goal is to provide safe, comfortable, and stress-free travel from start to finish. Our specialty is creating personalized island experiences through private tours, sightseeing excursions, beach trips, and customized adventures for individuals, couples, families, cruise passengers, and groups of all sizes. Every tour is tailored to showcase the stunning beaches, vibrant culture, and unique attractions that make St. Maarten one of the Caribbean's premier destinations. With a strong commitment to exceptional customer service, professionalism, and attention to detail, we strive to make every journey enjoyable and memorable. Our mission is simple: to provide dependable transportation and deliver outstanding experiences that leave every guest with lasting memories of St. Maarten. For reservations or inquiries, call +1 (721) 523-7017 or WhatsApp +1 (721) 554-4527. Learn more about our services at www.thomastourssxm.com 14 Business Enquirer Magazine
If there is one identity St. Maarten wears most proudly, it is food. The island counts more than 360 restaurants — a figure Chun believes has grown as food trucks and community dining experiences have proliferated — and culinary tourism now sits at the center of the Bureau’s marketing strategy. Carnival, the island’s largest cultural festival, features more than 75 food booths representing St. Maarten’s ethnic communities. The Bureau has also built platforms such as St. Martin Flavors to spotlight the island’s food scene, alongside the French side’s annual Gastronomic Festival each November. “We centralize it into our marketing — from digital marketing to social media to the content creators and media trips we’ve created,” Chun said. “Whether you come for a date night or a full week, you’ll experience a variety of culinary offerings — farm-to-table dinners, farmers markets, private chefs, even catamaran tours where chefs cook for you while you’re sailing.”
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That strategy, she says, has generated significant organic promotion through visitor content on TikTok and Instagram — a channel Chun credits as central to the destination’s appeal. “People look at social media to see what others think of a destination. I think that’s the success of our marketing strategy as well.” A Destination Without Borders Asked for final thoughts, Chun returned to the theme that opened the conversation. “The uniqueness is the Dutch-French side. You’re not going to do only one side of the island — you’re going to come here to a place that has no borders but has history, and you’re going to have such a diverse experience. I think that’s the reason people return.” “You can have a very active, adventurous stay, or a very relaxing one — wellness, the outdoors — and come back totally revived,” she added. “That’s the beauty of coming to our destination.”
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ST. MAARTEN TOURISM BUREAU www.vacationstmaarten.com
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