MARIGOT---French Saint Martin has received prominent international exposure in a Los Angeles Times special supplement, where the destination is presented as a boutique, lifestyle-driven Caribbean escape built around gastronomy, culture, intimate accommodations and a distinctive European influence.
The Los Angeles Times feature places Saint Martin within the wider appeal of the dual-nation island while giving particular attention to the French side's quieter tourism identity and growing attraction for American travelers, including visitors from the U.S. West Coast.
Under the headline “Saint Martin: The Art of the French Touch,” the feature describes the French side as standing out for its boutique positioning, relaxed lifestyle and exceptional gastronomy. Saint Martin Tourist Office President Valérie Damaseau said the two sides of the island offer tourism products that complement one another.
“The two sides of our island offer complementary tourism experiences, with larger resorts on the Dutch side and a quieter, boutique, lifestyle-driven atmosphere on the French side,” Damaseau stated.
Saint Martin Tourist Office Director Aïda Weinum highlighted the French side's emphasis on villas and smaller hotels, together with the lifestyle and culinary experiences that have become central to the destination's appeal.
“Our accommodation offering is centered around intimate villas and boutique hotels, and visitors are drawn to our relaxed lifestyle and gastronomy. Together, the two sides offer travelers the best of both worlds,” Weinum said.
The wider Los Angeles Times presentation describes the island as unusual within the Caribbean because of its longstanding French and Dutch division, open border and European connections. The French side is identified as a French overseas territory and part of the European Union, while the island's borderless movement allows visitors to experience two different systems and tourism identities within a relatively compact destination.
Weinum said the island's administrative differences have not prevented cooperation.
“Administratively, there are two sides, but it is one island. We've demonstrated what true collaboration looks like, different systems, even different voltages and currencies, working seamlessly together,” she said.
The Los Angeles Times feature also highlights cooperation between the Saint Martin Tourist Office, the Dutch side's tourism bureau, Princess Juliana International Airport, Port St. Maarten and neighbouring islands. Damaseau said the coordinated approach contributed to record visitor numbers for Saint Martin in the previous year and supports the destination's position as an island-hopping hub.
A major focus of the feature is French Saint Martin's effort to move beyond the traditional Caribbean image of sea, sun and sand by putting local people and culture at the centre of its tourism promotion.
Damaseau said the Tourist Office is increasingly showcasing chefs, musicians and cultural ambassadors to build a more authentic connection between visitors and the destination.
Tourism represents approximately 95 percent of the French side's economy and employs nearly one-third of its workforce, according to Damaseau. Since Hurricane Irma in 2017 and the pandemic, the Tourist Office has also strengthened cooperation with Government, training centres and the education system to build tourism skills and support small businesses.
The destination's cultural strategy includes a year-round events calendar and community-based experiences. Among the major attractions highlighted is the Festival de la Gastronomie, launched five years ago as part of Saint Martin's branding as the “Culinary Powerhouse of the Caribbean.” The two-week November event includes a waterfront gastronomic village bringing together offerings ranging from high-end restaurants to food trucks. Carnaval is also highlighted as a major expression of the territory's cultural identity.
The feature further points to significant growth and renewal within the French side's hospitality sector. Weinum said nearly 95 percent of hotels and rentals now offer renewed or upgraded products and that more than 75 new restaurants opened in 2025. Boutique hotels and villas are also experiencing strong growth.
Despite the growth, the approximately 1,100 hotel rooms available on the French side have faced strong demand, with many prebooked. Damaseau said the destination is encouraging further accommodation investment, particularly sustainable and environmentally responsible development and the revival of existing properties.
“Our goal is clear: reaching a maximum of 3,500 rooms and maintaining our high-end boutique positioning,” Damaseau said.
The Los Angeles Times also draws attention to Grand Case and the French side's appeal to U.S. travelers. Grand Case Beach Club General Manager Alexandra Chirlias described the destination's hospitality style as “casual chic,” with visitors seeking a natural atmosphere and a place to disconnect.
Chirlias said Saint Martin has retained a loyal American visitor base and is increasingly attracting travelers from California and the wider U.S. West Coast.
“Many of our Californian visitors are foodies who appreciate our cultural proximity to Europe, the French side of the island is very appealing to them,” she said. “Saint Martin is a must-see for Californians, offering everything they love: a sense of adventure, a growing wellness scene, gastronomy and a good dose of European flair.”
The international exposure presents French Saint Martin as a destination deliberately protecting its boutique identity while expanding its accommodation base, strengthening local talent, supporting small businesses and using food and culture as central pillars of tourism.
Rather than positioning the French side as a smaller extension of the wider island tourism product, the Los Angeles Times presentation highlights a clear identity of its own: intimate, culturally rooted, culinary-driven and distinctly Caribbean with a French touch.
