St. Maarten and French St. Martin promote joint tourism appeal as Canadian flights increase

TORONTO, CANADA--Tourism representatives from St. Maarten and French St. Martin have joined forces in Toronto, Canada, to promote the island as a shared Caribbean destination, highlighting its combination of cultures, accommodations, culinary experiences and attractions. The joint promotional effort comes as airlines prepare to expand their winter services between Canada and Princess Juliana International Airport, providing additional opportunities to attract Canadian visitors to both sides of the island.

The initiative was featured in a November 2 report by Canadian travel industry publication Open Jaw, which highlighted a tourism presentation held at the Bisha Hotel in downtown Toronto. Organized by Atout France, France's national tourism development agency, the event brought together approximately 65 travel advisors, travel industry journalists, airline representatives and tourism partners. Representatives from both sides of the island participated in the event, presenting St. Maarten and French St. Martin as complementary destinations that offer visitors a broader range of vacation experiences within one island.

The joint approach emphasized one of the destination's main advantages in the Caribbean tourism market: visitors can experience two cultures, different styles of hospitality and a variety of attractions without having to travel between separate islands. The presentation highlighted the Dutch side's larger resorts, all-inclusive accommodations, nightlife, casinos and entertainment options, alongside the French side's boutique hotels, villas, restaurants and more relaxed vacation atmosphere. The absence of formal border checkpoints between the two sides was also presented as an advantage, allowing visitors to move easily between communities and explore the island throughout their stay.

Suzanne Scantlebery, Market Manager for the United States and Canada for the French St. Martin Tourist Office, highlighted the island's appeal to Canadian travelers, particularly the range of accommodations and experiences available across both territories. The event also showcased the island's culinary offerings through a dinner featuring Caribbean-inspired dishes, reinforcing the importance of gastronomy as part of the destination's tourism identity. The French side's extensive restaurant sector, including traditional local establishments and fine dining options, was presented alongside the entertainment and hospitality offerings available on St. Maarten.

The Canadian market is becoming increasingly important as the island benefits from expanded airline connections for the approaching winter tourism season. According to the Open Jaw report, WestJet is scheduled to offer six weekly flights from Toronto and one from Montreal, while Air Canada will provide five weekly flights from Toronto and four from Montreal. Air Transat is also expected to operate three weekly flights from each city. Combined, the schedules represent 22 weekly flights connecting the two Canadian cities with St. Maarten, providing substantial passenger capacity during the peak winter travel period.

The expanded connections create opportunities for hotels, vacation rentals, restaurants, transportation providers, retailers and other businesses across the island. Canadian visitors represent an important segment of the winter travel market, particularly among travelers seeking extended stays in warmer destinations. The Toronto presentation also highlighted growing interest among Canadian snowbirds, including visitors considering vacations lasting a month or longer. Such travel patterns can provide benefits beyond traditional short-stay tourism, particularly for villa operators, property managers and businesses that serve visitors spending extended periods on the island.

Among the tourism partners participating in the presentation was Mac Caribbean Villas, whose representative, Doriana Zohil-Morton, discussed the appeal of villa accommodations as an alternative to traditional resort vacations. The company manages a portfolio of approximately 150 villas, primarily on the French side. The availability of different accommodation styles was highlighted as an important selling point for Canadian travel advisors, allowing them to recommend the island to families, couples, groups and travelers with varying budgets and vacation preferences.

The event also drew attention to the island's activities beyond its beaches, including cultural tours, water sports, culinary experiences, heritage attractions and hands-on activities such as steel pan lessons, pottery and perfume-making. Its proximity to neighboring destinations, including Anguilla, St. Barts and Saba, was presented as another advantage for travelers interested in combining several Caribbean experiences in one vacation. Dutch Consul General in Toronto Marjan Schippers also participated in the event, drawing attention to the cultural connections between Canada and the island, particularly their shared English and French influences.

The collaboration between tourism representatives from both sides demonstrates the potential benefits of promoting the island collectively in international markets. Although St. Maarten and French St. Martin maintain separate tourism administrations and marketing strategies, visitors experience the island as a connected destination, with businesses on both sides benefiting from tourism activity. Joint initiatives can therefore strengthen the island's overall appeal while allowing each territory to retain and promote its individual tourism identity.

With additional Canadian air service scheduled for the winter season, the Toronto presentation also highlights the importance of maintaining relationships with international travel advisors and airline partners. These professionals play a role in influencing vacation decisions and directing travelers toward destinations that offer a range of experiences. By presenting the island's tourism product collectively, St. Maarten and French St. Martin are seeking to strengthen their position in the Canadian market and encourage more travelers to explore the full island during their Caribbean vacations.

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