Good high season but more
sustained marketing needed
~ AA to maintain New York flights in summer ~
PHILIPSBURG/St. Maarten--The island has had a generally good winter high season and forecasts for the summer months suggests a steady tourist traffic. However, tourism stakeholders reiterated that sustained marketing is very necessary to improve the general outlook in seasons to come.
American Airlines (AA) Country Head Michael Cleaver said the forecasted ticket sales for the season have been reached and this includes a three to four per cent increase that is catered for every year.
As a show of confidence on the St. Maarten market, the airlines will maintain the six times a week New York flights in the summer months, a service it cut back on last summer. “It is too early to say if we will have a good summer or a bad summer, as people have not booked their vacations yet,” Cleaver added.
Continued partnership between the airlines and the destination, such as the recently held AA Sales and Promotions event in New York, are sure to improve visitor numbers.
St. Maarten Hospitality and Trade Association (SHTA) President Emil Lee said there have been no complaints from his hotel/resort members although the season has been getting shorter every year.
Consistent promotion as outlined in the Tourism Master Plan (TourMap) is a way of helping the season to lengthen again as well as a basis for better strategic marketing, he said. Diversifying the markets tapped into by the island for tourists is also necessary to increase visitor numbers.
St. Maarten Tourist Bureau Head Regina LaBega concurred with the view of Cleaver and Lee about season being a good one but can be improved through sustained and consistent marketing.
A summer promotion, themed “Bring Your Appetite For Life,” is being fine-tuned by the joint Dutch and French sides marketing company in the United States. Niche markets, such as the wedding and yachting sector, are also being further infiltrated.
The lack of marketing funds has been a constant “monkey wrench” in plans for better and sustained marketing that are needed to entice more tourists to choose the island as their next vacation spot. Government’s dire liquidity position has been blamed for situation.
St Maarten vacation rental
