Heyliger-Marten: Government choice to lead STA identified

GREAT BAY--Minister of Tourism, Economic Affairs, Transport and Telecommunication (TEATT), Grisha Heyliger-Marten, has announced that St. Maarten is moving forward with the long-anticipated establishment of its own St. Maarten Tourism Authority (STA). The initiative, which has been in development for several years, is now set to become a reality following the recent approval of the national budget.

According to the Minister, the government has already finalized the appointment of its official representative to the STA. In addition, a representative from the St. Maarten Tourist Bureau (STB) has been selected to sit on the entity’s board. A managerial leader has also been identified and will be formally introduced once the official advice goes through its final review process. With the legal and financial frameworks now in place, the Ministry expects the STA to be fully operational within the next six months, and ideally before the end of the year.

Heyliger-Marten emphasized that the delay in launching the STA had been due to the absence of an approved budget. “Now that the financial barrier has been removed, we are able to move full speed ahead,” she said. “We will soon announce the individual who will lead the organization, and we will also provide the public with a detailed timeline outlining the next steps.”

The creation of a semi-autonomous tourism authority in St. Maarten mirrors the successful models implemented in other island economies, most notably Aruba, where the Aruba Tourism Authority (ATA) has been credited with transforming tourism governance and insulating the industry from political interference.

An STA enables a more professional, long-term approach to destination marketing, product development, regulatory oversight, and industry partnerships. It also allows for consistent branding and data-driven promotion strategies, helping to attract investment and manage tourism sustainably.

In Aruba’s case, the tourism authority has also played a key role in implementing ESG-focused tourism strategies, balancing environmental sustainability, economic growth, and cultural preservation.

Aruba’s authority has successfully formalized working relationships with global platforms like Airbnb, modernized its licensing practices, and improved coordination with stakeholders through a unified tourism vision. These are all benefits that St. Maarten is poised to replicate through its own STA.

Minister Heyliger-Marten underscored the importance of establishing an STA not just as a matter of policy, but as a necessary evolution of how the island governs and grows its tourism sector. “Creating a Tourism Authority is a strategic leap forward. It moves day-to-day tourism management out of political cycles and into the hands of qualified professionals and experienced stakeholders,” she said. “This is about building continuity, promoting sustainable growth, and unlocking the full economic potential of one of our most important industries.”

The Minister concluded by stating that the public will be kept fully informed as the next steps unfold.

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