SMSPA calls for AI plans that include small tourism businesses

GREAT BAY — St. Maarten Small Properties Association President Nzinga Lake called for tourism technology plans that include small properties, local businesses and cultural experiences, according to Soualiga Newsday. Lake made the comments as St. Maarten marked World Tourism Day 2026 on 27 September under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Lake said artificial intelligence is affecting how travellers find destinations, compare accommodation, build itineraries and choose where to eat, shop and visit. She said St. Maarten’s digital tourism plans should cover the wider tourism economy rather than a single accommodation category.

Soualiga Newsday reported that, according to the St. Maarten Tourism Bureau, Amazon Alexa devices linked to the St. Maarten Virtual Concierge platform have been installed in more than 400 privately managed accommodations, including vacation rentals and Airbnb properties. The platform provides visitors with destination information, including activities, restaurant recommendations and current events, the report said.

Lake said SMSPA wants to improve the digital visibility of tourism businesses, build AI and digital skills, connect tourism data and use technology to improve the visitor experience. She also said technology should support, rather than replace, personal interactions and local knowledge in tourism.

The report cited regional AI tourism work in Jamaica and the Caribbean, including a Caribbean Tourism Organization AI Tourism Bootcamp and version 3.0 of the Caribbean Hotel and Tourism Association’s AI Guidebook series.