Much like when you are using a smartphone or tablet and you turn the screen upside down and the display automatically flips so that it is rightsided up again, the same way St. Maarten’s tourism marketing strategies needs to be responsive. The minute something happens that poses a threat or an opportunity for the island as a tourism destination, the St. Maarten tourism authority needs to be able to flip the strategy so that the policies are rightsided up again and is able to respond decisively to that threat or opportunity.
Last month, after the attacks in Tunisia whereby a gunman killed dozens of tourists, countries such as Spain and the Canary Islands immediately responded with marketing campaigns to offer sun-seeking Europeans an alternative vacation destination for their holidays this year. What did St. Maarten do? Nothing, of course. Granted, long-haul destinations are unlikely to pick up tourists originally destined for Tunisia, according to travel analyst Angelo Rossini from market research firm Euromonitor. “Destinations like the Maldives, the Caribbean and Mexico are typically more pricey and target a different customer segment.” he was quoted as saying by Reuters.com.
However, the reason St. Maarten tourism authorities were unable to respond proactively in a case like this is because the island’s tourism marketing is completely non-existent. There is absolutely no strategy or policies in place to react to or counteract any positive or negative development, whether internationally, regionally or even in the source markets for the island tourist traffic.
Now in the aftermath of the shootout in Philipsburg with Officer Gamali Benjamin fatally wounded and the island has literally been flipped on its head with this new level of crime violence, there has been a huge outpouring from St. Maarten sympathizers and long time island visitors on the internet, on forums, blogs and social media. One post alone on a forum has to date almost 7000 unique views. With this exposure in mind that can negatively impact the island’s tourism product, the tourism authorities on St. Maarten needs to be proactive and let the world see that the St. Maarten government, in particularly the Justice Minister, the Police Force, the business community and the island’s population is united in condemning these acts of violence and that swift action is taking to bring the perpetrators to justice. The image of a decisive and effective justice apparatus needs to be communicated and depicted immediately and profiled consistently so tourists and prospective visitors to the island can feel that the authorities have the situation well under control.
That level of responsiveness is unfortunately missing in the island’s tourism marketing and promotion abilities. Therefore, the call is hereby issued to the tourism authorities on St. Maarten, starting with the Ministry of Tourism, to tackle this matter immediately without any further delay as our tourism product is definitely under threat. There is an opportunity right now to do something about that with the present level of support in all sectors of the island. St. Maarten needs a responsive tourism marketing strategy, now more than ever.