SINT MAARTEN (GREAT BAY) - Following the launch of Contour Airlines’ nonstop service between St. Maarten and St. Thomas on October 5, 2026, the St. Maarten Tourism Bureau (STB) undertook a series of promotional activations to raise awareness of the new connection, encourage travel and rebuild ties between the neighboring destinations.
This direct route between St. Maarten (SXM) and St. Thomas (STT), reestablished after more than 20 years, opens new opportunities to reconnect families, friends and business associates, while making leisure travel, weekend getaways and regional business exchanges more convenient.
Building on the inaugural ceremonies held in both St. Maarten and ST. Thomas, STB’s promotional efforts brought this message directly to media audiences, travel trade professionals and residents throughout St. Thomas through a series of intensive marketing activations.
Organized by STB’s Caribbean Agent, IMBRACE Group, the activations included a media tour featuring engaging radio interviews with Jacqueline Louis, CEO of IMBRACE Group and Caribbean Agent for STB, alongside Claudia Arrindell, STB’s Marketing & Product Development Officer. The interviews showcased St. Maarten’s diverse tourism offerings, including its culinary experiences, vibrant festivals, cultural heritage, beaches, shopping and adventure activities. They also highlighted the island’s role as a hub for business and socio-economic development, as well as a gateway for island-hopping and wider regional and international travel.
The media tour was complemented by outreach to multiple travel agencies in St. Thomas. Through the introduction of the nonstop service, these efforts reinforced St. Maarten’s appeal, while also encouraging travel agents to develop vacation packages suited to their customers. Discussions emphasized opportunities for short weekend getaways or week-long vacations, family visits, event-driven or leisure travel and business trips through Contour's direct connections on Mondays and Fridays.
Direct consumer promotions further extended the campaign’s reach. The team engaged with residents at various locations throughout St. Thomas, distributed promotional materials and shared inspiration for discovering St. Maarten. These personal exchanges helped connect destination awareness with practical travel opportunities.
Regional collaboration was another key focus. Meetings with United States Virgin Islands (USVI) tourism officials in St. Thomas and St. John explored opportunities for cross-promotions, joint marketing campaigns and cross-cultural exchanges. Discussions centered on showcasing each destination’s distinct character and tourism offerings while encouraging visitors and residents to experience more of the Caribbean.
Together, these activities reflect STB’s commitment to supporting airlift through targeted promotion, travel trade engagement and meaningful regional partnerships. The new connection provides an opportunity to strengthen longstanding social, cultural and economic ties while stimulating travel between the two islands.
Through continued collaboration with Contour Airlines, travel partners, and tourism stakeholders in the USVI, STB aims to build on the momentum generated by the launch and translate increased awareness into more visits, stronger business relationships, and lasting connections across the region.
