PJIA Unveils new strategy focused on South American carriers and airports

SIMPSON BAY-- Princess Juliana International Airport (PJIA) is using its presence at Routes Americas 2026 in Rio de Janeiro, Brazil, to advance a renewed strategy centered on rebuilding and expanding relationships with South American airlines and airport partners as it seeks to strengthen connectivity and grow traffic from that market.

The airport’s delegation is presenting a targeted approach aimed at developing routes that complement PJIA’s existing network, improve regional connectivity, and help stimulate passenger traffic during off-peak travel periods. The strategy is being driven in part by a reported 118% increase in South American visitor arrivals compared to 2017, particularly from Colombia and Brazil.

“This year’s participation is a targeted effort by Princess Juliana International Airport to rebuild and deepen relationships with South American airlines and airport partners,” said Suzy Kartokromo, Aeronautical Business Manager at PJIAE. “The objective is to develop routes that complement our existing network, enhance regional connectivity, and strategically stimulate traffic during the airport’s off-peak travel periods.”

Chief Operating Officer Emile Levons, who is leading the delegation, said Routes Americas continues to provide a valuable platform for direct engagement with airline partners and industry stakeholders as the airport works to expand its network and reinforce its position within the northeastern Caribbean.

PJIA is also using the event to promote St. Maarten’s broader appeal as both a destination and a regional gateway. In addition to highlighting the island’s tourism product, the airport is emphasizing its role in multi-island travel, with onward access to destinations such as St. Barths, Anguilla, Saba, and St. Eustatius.

The airport also underscored St. Maarten’s multicultural and multilingual advantages, noting that the island’s strong Spanish-speaking community adds to its accessibility and appeal for travelers from South America.

To support its outreach efforts, PJIA introduced an interactive booth concept designed to give industry partners a direct sense of the destination. The booth featured a virtual reality presentation showcasing the island’s landscapes, airport arrival experience, and aviation highlights, along with local artwork by renowned St. Maarten artist Roland Richardson and a photo activation experience for visitors.

“Routes is not just about meetings, it is about creating a lasting impression,” said Cassie Schoutens, Corporate Communications Officer at PJIA. “Through our interactive booth, we wanted to bring St. Maarten to life in a way that reflects who we are: warm, vibrant, and unique.”

Princess Juliana International Airport said its participation in Routes Americas forms part of its broader focus on strategic growth and innovative marketing aimed at strengthening its international presence while promoting St. Maarten as a dynamic Caribbean destination and regional hub.

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