Going Dutch
Efforts to promote St. Maarten in the Netherlands could not come at a better time. Up to now the lack of representation there was a major drawback, but that has changed with the contracting of Interreps and public relations bureau TMC.
Granted, the initial budget of 300,000 euros does not exactly allow for wonders in a field where heavy spending on promotion and advertising is the rule rather than the exception. However, it is an important beginning and there are plans to increase the available funds for this market.
While Europe has not been spared the current global financial crisis, the direct economic consequences are expected to be felt especially in the United States, by far the island’s biggest market. Under the current circumstances a push to get more visitors out of the Netherlands seems a good idea, especially considering the success the ABC islands have had with this market.
One of the issues is airlift. There is a daily Air France flight from Paris, but passengers from the Netherlands need to connect in the French capital, while the two weekly KLM flights from Amsterdam fly back via Aruba.
On top of that, Arkefkly decided to drop the destination after it introduced first one and then two weekly flights that apparently were not successful, despite a joint promotion campaign with the local tourist bureau.
The lesson to learn from that is that the interest must be there for the airlift to make sense. That’s why continued talks with Arkefly, but also Martinair and KLM, are important to ensure that should the demand grow they will be ready to increase the number of flights from Schiphol Airport.
As travel experts will agree, for that to happen it is imperative for “The Friendly Island” to create a much bigger presence in the Dutch marketplace, also in the interest of diversifying its tourism so it can better withstand incidental blows caused by external factors. It won’t be easy, especially with a limited budget, but it is crucial for the long-term viability of the island’s one-pillar economy.
Give us your opinion on this story ![[new]](/images/new.gif)
Post a message on our message board! Click Here!
