GREAT BAY--The St. Maarten Tourism Bureau (STB) has launched a promotional campaign in St. Thomas to build passenger demand for Contour Airlines' newly introduced nonstop flights between the two islands, while opening discussions with United States Virgin Islands tourism officials on joint marketing, cross-cultural exchanges and regional tourism cooperation. The initiative follows the October 5 launch of direct air service between St. Maarten and St. Thomas, restoring a connection that had been absent for more than 20 years.
The new route, operating on Mondays and Fridays, is expected to make travel between the neighboring destinations more convenient for residents, families, business travelers and visitors seeking short vacations or weekend getaways. Beyond restoring direct access, the Tourism Bureau sees the service as an opportunity to strengthen longstanding social and economic relationships while positioning St. Maarten as a gateway for wider Caribbean and international travel.
Following inaugural ceremonies held in both destinations, STB undertook a series of promotional activities in St. Thomas designed to introduce the new flights to potential travelers, travel agencies and media audiences. The campaign was organized by IMBRACE Group, the bureau's Caribbean marketing agency, and combined radio interviews, travel industry outreach and direct engagement with residents.
Jacqueline Louis, Chief Executive Officer of IMBRACE Group and STB's Caribbean Agent, joined STB Marketing and Product Development Officer Claudia Arrindell for a series of radio interviews highlighting St. Maarten's tourism offerings and the benefits of the restored connection.
Claudia Arrindell and Jacqueline Louis of STB.
The interviews promoted the island's restaurants, beaches, shopping, cultural attractions, festivals and recreational activities, while emphasizing opportunities for business travel and regional connections. The campaign also sought to remind travelers in the USVI that St. Maarten provides access to additional Caribbean destinations and international airline routes through Princess Juliana International Airport.
The promotional activities included visits to several travel agencies in St. Thomas, where discussions focused on developing vacation packages around Contour Airlines' Monday and Friday flight schedule. Travel professionals were encouraged to consider weekend trips, week-long vacations, family visits and travel linked to special events, alongside business-related travel opportunities.
STB representatives also visited locations throughout St. Thomas to engage directly with residents, distribute promotional materials and provide information about visiting St. Maarten. The objective was to translate awareness of the new air connection into actual travel interest and encourage more residents of the USVI to consider St. Maarten for leisure and business trips.
In addition to promoting the new flights, the Tourism Bureau held discussions with tourism officials in St. Thomas and St. John concerning opportunities for closer regional cooperation.
The meetings explored potential joint marketing campaigns, cross-promotional activities and cultural exchanges that could benefit the destinations involved. Discussions also considered how the islands could promote their individual tourism offerings while encouraging visitors to experience more than one Caribbean destination during their travels.
Although no formal agreements were announced, the discussions established opportunities for continued engagement between tourism stakeholders in St. Maarten and the USVI.
The initiative reflects a broader effort by STB to support regional airline connectivity through sustained marketing rather than relying solely on the introduction of new routes. By engaging travel professionals, tourism officials and potential passengers, the bureau hopes to build a stronger customer base for Contour Airlines' service and encourage continued travel between the islands.
STB said it intends to maintain cooperation with Contour Airlines, regional travel partners and USVI tourism stakeholders to build on the initial promotional activities. The bureau's objective is to convert the renewed air connection into increased visitor arrivals, stronger commercial relationships and greater tourism cooperation across the northeastern Caribbean.
