Heyliger-Marten sets Q4 rollout for local brand ambassador program

GREAT BAY--Minister of Tourism, Economic Affairs, Transport and Telecommunication Grisha Heyliger-Marten says St. Maarten is preparing to give local content creators, influencers and brand ambassadors a greater role in destination marketing, with an execution plan already finalized and the long-awaited Local Brand Ambassador Program expected to roll out in the fourth quarter of 2026 (Oct-Dec).

The Minister addressed the issue during the continuation of the 2026 Budget debate, where Members of Parliament questioned the use of international public relations and marketing contracts while asking whether more of the work of promoting St. Maarten could be placed in the hands of local professionals.

Heyliger-Marten confirmed that there are currently five public relations contracts scheduled to expire in December 2026, one digital marketing contract ending in October 2026 and one website development contract also concluding this year. She said the Ministry and the St. Maarten Tourism Bureau are simultaneously moving ahead with a plan to increase local participation in destination marketing.

According to the Minister, an execution plan has been finalized to contract qualified local content creators and engage local influencers to develop authentic destination-focused material and support targeted marketing initiatives.

The shift is intended to do more than simply add local faces to tourism campaigns. Heyliger-Marten said people who live in St. Maarten are often best positioned to tell the destination's story authentically, while using local professionals also keeps a greater share of destination-marketing spending and economic activity within the country.

She told Parliament that Government wants St. Maarten's tourism story increasingly communicated "through our own voices," with local creators helping showcase the destination's lifestyle, culture, experiences and people to potential visitors.

The Minister also provided an update on the Local Brand Ambassador Program, an initiative that Parliament had previously supported through the 2025 budget amendment.

Heyliger-Marten said the program had not been abandoned and rejected the suggestion that the delay reflected a lack of commitment. She explained that additional time was required to ensure that funding was properly allocated, an appropriate structure was established, planning discussions were completed and the necessary agreements and arrangements were vetted.

The initiative is now going through the required advisory process, with the Minister telling Parliament that, based on its current status, the Local Brand Ambassador Program is expected to be rolled out in the fourth quarter of 2026.

The move toward local voices also fits into Heyliger-Marten's broader strategy for changing how St. Maarten markets itself internationally. In outlining her tourism vision, the Minister said the destination is placing greater emphasis on digital marketing, influencers, content creators and targeted campaigns capable of communicating directly with today's travelers.

She said St. Maarten must continue strengthening its traditional markets in North America, Europe and the Caribbean while becoming more aggressive in emerging opportunities, including South America. The wider goal is to position St. Maarten as a high-value, year-round and experience-driven destination rather than measuring tourism success solely by arrival numbers.

Heyliger-Marten also reported that destination marketing has remained a significant part of TEATT's tourism expenditure. In outlining 2025 deliverables to Parliament, she said approximately Cg. 3 million was spent on destination marketing activities across the Caribbean, North America and Europe. Those activities included advertising campaigns, sales and trade missions, travel-trade engagement, airline and tourism partnerships, familiarization trips, media interviews, influencer collaborations and participation in international trade shows.

For the 2026-2027 high season, the Ministry is continuing targeted marketing across international and regional markets, with campaign commitments being prioritized according to available funding, market performance and anticipated return on investment. The Ministry is also continuing to work with Princess Juliana International Airport to retain existing air service and pursue additional frequencies and new or expanded routes.

Heyliger-Marten said the intention is to create opportunities for qualified St. Maarten creators while ensuring the destination is represented through credible local voices.

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