Heyliger-Marten seeks SHTA data to guide evidence-based tourism strategy

GREAT BAY--Minister of Tourism, Economic Affairs, Transport and Telecommunication Grisha Heyliger-Marten has formally requested input from the St. Maarten Hospitality and Trade Association, SHTA, as government reviews whether the country’s tourism model is delivering sufficient and sustainable value for local businesses, workers and the wider economy.

Heyliger-Marten said the review forms part of a broader effort to build a stronger and smarter visitor economy, one that looks beyond arrival numbers and places greater focus on economic impact, business performance, employment and the long-term strength of the destination.

She noted that even globally successful destinations such as Miami regularly examine whether tourism is producing the greatest possible benefit for their economies.

“That is not a sign of weakness. It is a sign of responsible leadership,” Heyliger-Marten said. “No destination can afford to stand still. Tourism evolves, visitor expectations evolve, markets evolve, and Government must evolve with them.”

The Minister said St. Maarten must also be prepared to ask whether businesses are benefiting sufficiently from tourism, whether the sector is creating quality employment and whether the country is maximizing the opportunities that visitors bring.

She stressed that the discussion must be handled carefully and should never be used to place labels on visitors or judge an entire nationality, ethnicity or travel market based on the conduct of a few individuals.

“There are no good tourists and bad tourists. Every visitor who chooses St. Maarten deserves to be treated with dignity and respect,” Heyliger-Marten said.

At the same time, she said government has a responsibility to examine concerns raised by businesses and determine whether they represent isolated incidents or wider patterns that may require attention.

Segments of the private sector have reported disputed credit-card transactions and chargebacks that they believe may involve fraudulent activity. Other concerns include disruptive behaviour, public altercations and incidents that negatively affect customers, businesses and St. Maarten’s reputation as a destination.

Heyliger-Marten said no conclusions will be reached without reliable information.

“Government policy will never be based on rumours, social-media commentary or assumptions. It will never unfairly stigmatize an entire visitor market because of the behaviour of a few people. We will follow the facts,” she said.

SHTA has been asked to provide detailed written information on the types of incidents being reported, their frequency, the sectors most affected and the measures businesses have already introduced in response.

The Ministry will also consult hoteliers, restaurants, retailers, banks, financial institutions, tour operators and other stakeholders to develop a complete and balanced picture of what is occurring.

“Good policy begins with good information,” Heyliger-Marten said.

The Minister also acknowledged the important contribution made by visitors who continued choosing St. Maarten during the country’s recovery from Hurricane Irma and following the global disruption caused by the COVID-19 pandemic.

Those visitors helped keep hotel employees working, supported restaurants and stores, booked tours and contributed to the survival of local businesses during some of the most difficult years in the country’s history.

“That contribution should never be forgotten,” she said.

Heyliger-Marten added that as St. Maarten’s tourism industry continues to recover and mature, its strategy must also mature.

“Growth alone is no longer enough. Our objective must be sustainable growth that creates greater value for our people, our businesses and our economy,” she said.

The Ministry’s objective is to protect legitimate businesses from fraud and abuse, protect honest visitors, ensure valid consumer complaints are handled fairly, strengthen confidence in the destination and develop a visitor economy that benefits every sector of St. Maarten.

Heyliger-Marten said the tourism strategy will be guided by evidence, consultation and long-term economic sustainability rather than emotion or online commentary.

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