Minister says tourism marketing must turn social media into bookings

Minister of Tourism, Economic Affairs, Transport and Telecommunication Grisha Heyliger-Marten said Sint Maarten's tourism marketing should be measured by whether online engagement leads to bookings, airlift, hotel stays and spending at local businesses, rather than follower numbers on government-managed accounts.

Heyliger-Marten said the official St. Maarten Tourism Bureau TikTok account is relatively new and was established at her instruction. She said destination visibility also comes from visitors, travel creators, local businesses and influencers, including selected creators paid by government to promote St. Maarten.

The minister said existing marketing contracts are nearing their end and could allow resources to be redirected towards social media, digital content and influencer marketing in 2027. She said the destination's own channels should be strengthened alongside paid and organic online exposure.

Heyliger-Marten said Sint Maarten has worked with about US$2 million a year for destination marketing. She said tourism professionals had discussed a possible annual budget of about US$10 million to US$15 million, or roughly Cg 18 million to Cg 27 million, to support digital marketing, content, partnerships, airlift and events during slower periods.