St. Maarten's stars, culture and history to get greater visibility at Airport and Cruise Port

GREAT BAY--Minister of TEATT Grisha Heyliger-Marten has secured the support of Princess Juliana International Airport and Port St. Maarten to promote local tourism ambassadors, cultural personalities and national achievements as part of a broader initiative to give St. Maarten's own people greater visibility in the country's tourism marketing.

The Minister also confirmed that plans are being developed to introduce more local culture, history, national icons and events into the arrival and departure experiences of visitors, using videos, signage, voice-overs and other promotional displays at the island's two principal gateways.

Heyliger-Marten outlined the initiatives during her responses to Parliament's questions on the draft 2027 national budget, following inquiries from Member of Parliament Dimar Labega about the delayed Tourism Ambassadorship Program, the involvement of local creative professionals in international marketing and the absence of sufficient cultural representation at Princess Juliana International Airport.

The Minister acknowledged that the ambassador initiative, which received unanimous parliamentary approval during the 2025 budget process, had taken longer than anticipated to develop. She explained that government needed to establish the structure of the program, determine what participating ambassadors would be expected to deliver, identify the support they would receive and develop contractual arrangements that would benefit both the individuals and the destination.

Tourism Ambassador Program Moving Closer to Launch

According to Heyliger-Marten, the initiative is primarily a tourism ambassadorship program intended to capitalize on the international exposure and achievements of St. Maarten residents who are building careers in sports, entertainment, culture and other fields. The intention is to connect these individuals with the country's evolving tourism strategy, allowing them to promote St. Maarten while pursuing opportunities that strengthen their own professional development.

The Minister agreed with Labega that the delay was significant because the careers of local talent continue progressing, and opportunities to capitalize on their international recognition can be time-sensitive. She indicated that government wants to establish relationships with individuals while their careers are developing, rather than waiting until opportunities for mutual promotion have passed.

"That is the mutual benefit we are seeking: the country helps amplify their achievements, and their achievements help amplify the destination," Heyliger-Marten told Parliament.

Importantly, the program is not intended to focus exclusively on prominent personalities with large international audiences. The Minister explained that government also wants to accommodate individuals representing St. Maarten on a smaller scale, recognizing that their personal experiences, travels and professional activities can contribute to destination promotion even when their audiences are relatively modest.

Heyliger-Marten confirmed that the airport operating company, PJIAE, and Port St. Maarten have agreed to support efforts to showcase participating ambassadors and their promotional messages. She also reported progress on the agreements and operating arrangements necessary to implement the initiative, indicating that the Ministry is better positioned to announce the program soon.

However, the Minister did not provide a confirmed launch date, identify the ambassadors who will participate or disclose the financial support that will be available to them. Those details are expected to become clearer when the Ministry formally announces the program's structure and participation requirements.

More St. Maarten Culture at Airport and Cruise Port

The Minister also responded to Labega's observation that Princess Juliana International Airport could do more to showcase the island's cultural identity. The MP argued that visitors arriving in other Caribbean destinations are often immediately introduced to local history, cultural celebrations, national personalities and traditions, while St. Maarten's airport could provide a stronger representation of the country's character.

Labega suggested introducing information about local heroes, Carnival, historical achievements and upcoming events, including trivia that passengers could view while waiting for flights. He referenced similar displays at Newark Airport as an example of how an airport can introduce travelers to the history and identity of the destination.

Heyliger-Marten confirmed that discussions had already taken place with both the airport and the port about increasing the visibility of St. Maarten's culture, people and national achievements. She said both entities had been receptive to exploring promotional videos, signage, voice-overs and other methods of incorporating local identity into the passenger experience.

The Minister explained that the plans would complement the Tourism Ambassadorship Program while extending beyond individual personalities to recognize national celebrations, historical moments and other aspects of St. Maarten's identity.

She specifically welcomed the proposal for local trivia, noting that passengers waiting at the airport or port could be introduced to the country's history, culture, national icons and upcoming activities. Such information could also encourage visitors to explore more of the island or consider returning for future events.

Some steps are already being taken, particularly at Princess Juliana International Airport, where displays recognizing sports teams and national personalities have been introduced. Heyliger-Marten pointed to the recently completed artwork along the airport perimeter near Safe Cargo as an example of efforts to give local achievements greater visibility.

The Minister said further cooperation with the airport and port would focus on translating the proposals into practical promotional activities.

"Our ports should do more than tell people they have arrived. They should give them a sense of where they have arrived, and whose story they are becoming part of," she stated.

Local Marketing Firms and Creative Professionals to Get More Opportunities

Beyond the ambassador initiative, Heyliger-Marten confirmed that her Ministry intends to create more opportunities for St. Maarten's marketing professionals and creative industries to participate in international destination promotion. These include local public relations firms, marketing agencies, content creators, photographers, videographers, influencers and other professionals capable of developing campaigns for international audiences.

The Minister questioned why the country should continuously rely on external marketing expertise when local professionals possess firsthand knowledge of St. Maarten's history, culture and tourism product. She maintained that local talent should have a greater role in developing and executing the campaigns used to promote the destination abroad.

The opportunities being considered are connected to the Ministry's broader tourism diversification strategy, which includes campaigns focused on family tourism, wellness, luxury travel, culinary experiences, culture and heritage. Heyliger-Marten indicated that involving local professionals in these initiatives could simultaneously strengthen destination marketing and provide opportunities for the country's creative sector.

However, she acknowledged that international tourism marketing requires particular professional standards and specialized expertise. The Ministry is therefore exploring training, mentorship, professional development and partnerships with experienced international marketing agencies to help local professionals strengthen their capabilities and compete for larger assignments.

Such partnerships could also facilitate the transfer of knowledge and expertise to St. Maarten-based businesses and individuals, reducing reliance on outside providers over time.

The Minister did not announce specific contracts or indicate how much of the 2027 tourism marketing allocation would be reserved for local participation.

Connecting Local Talent With Tourism Development

Taken together, the proposed initiatives represent an effort to connect St. Maarten's tourism promotion more directly with the people, culture and achievements that contribute to the destination's identity. Rather than focusing exclusively on beaches, accommodation and traditional visitor attractions, the Ministry wants residents and local personalities to become more visible in how the country presents itself internationally.

The involvement of Princess Juliana International Airport and Port St. Maarten is particularly significant because both facilities provide direct access to large numbers of travelers and opportunities to communicate with visitors at the beginning and end of their stay.

For local ambassadors, the initiative could provide a platform for greater exposure while allowing their international achievements to generate additional attention for St. Maarten. For local marketing professionals, the proposed approach could create opportunities to participate more directly in the development of campaigns promoting the country's tourism industry.

While the Ministry has yet to announce the final ambassador selection process, financial arrangements or implementation schedule, Heyliger-Marten's responses confirm that discussions with the airport and port have progressed and that preparations for the program are continuing.

The Minister's stated objective is to ensure that St. Maarten's residents are not merely represented in tourism advertisements, but play a more substantial role in developing, delivering and benefiting from the country's international promotion.

‍