Interview with May Ling Chun, Director of Tourism, Sint Maarten Tourism Bureau

24 Jun Interview with May Ling Chun, Director of Tourism, Sint Maarten Tourism Bureau

As the tourism bureau, how do you balance policy Implementation with your advisory role

As the director of tourism, my role is a blend of strategic implementation and forward-thinking advice. On one hand, we execute government policies that prioritize economic growth, sustainability and inclusion, such as marketing and product development. On the other hand, we provide expert advice to shape future policies in response to global trends and local needs. This balance allows us to remain agile and innovative while staying aligned with national objectives. For the people of Sint Maarten, this means creating real opportunities — jobs, entrepreneurship and skills development — so they are not just observers but active participants and beneficiaries in our tourism economy.

What is behind the boom of Sint Maarten’s record-breaking tourism arrival numbers?

The growth at Princess Juliana International Airport and Port Saint Martin reflects the island’s strong appeal and robust recovery. We attribute this success to the strength of our partnerships regionally and internationally and our dedication to service excellence. Our accessibility, vibrant culture and world-class hospitality set us apart. Our most recent figures show that approximately 60 percent of our overnight visitors are repeat travelers, a powerful testament to the Sint Maarten effect — once you’ve been, you can’t wait to come back.

Looking ahead, we are investing in marketing policies, increased airlift and experiential tourism, which includes local immersion, eco-adventures and community-based offerings. We’re also focused on data-driven marketing to better understand and target travelers.

Sint Maarten is uniquely positioned to offer everything from luxury international brands to cozy boutique hotels, homestays and villas. Our visitors are diverse — some seek all-inclusive ease, while others crave local authenticity. What they all expect is warm service, safety and memorable experiences. Diversifying our accommodation options is key to inclusive growth. It enables us to attract different market segments, from millennials and multigenerational families to digital nomads and retirees, while ensuring more residents can participate economically by hosting or managing smaller properties.

What impact of the Electronic Travel Authorization system had on the tourist experience?

The introduction of our electronic travel forms entry.sx, even though we had some challenges, has been a game-changer. It has streamlined the arrival process, significantly reduced wait times and enhancedsecurity. For travelers, it translates to less paperwork, faster processing and a more seamless start to their Sint Maarten experience. It also allows us to gather important visitor data to refine our tourism strategies.

There are concerns in other destinations around the world about over-tourism. How do you balance tourism and sustainability goals?

Sustainability is at the heart of our tourism mission. We are developing a greener and bluer economy by encouraging eco-certifications, renewable energy use, waste reduction in hospitality and protection of our marine ecosystems. Education and training are ongoing for both public and private stakeholders. Local involvement is vital. We’re working with communities, schools and businesses to instill a sense of ownership and stewardship over the tourism product. When the environment thrives and the culture is preserved, tourism becomes sustainable and citizens benefit long-term.

Can you describe the importance of North America, especially Miami, for Sint Maarten?

The U.S. remains our top source market, with Miami acting as a gateway. We’re deepening our relationships with airlines, media and travel trade partners in North America, especially in Florida. Our marketing efforts focus on storytelling that highlights the unique blend of Dutch and French cultures, culinary excellence, yachting lifestyle and warm hospitality. Campaigns targeting Miami emphasize quick access, year-round sunshine and our calendar of world-class events from regattas and music festivals to wellness and gastronomy experiences.

What has been the main impact of the new Tourism Bureau facility

The new Tourism Bureau facility has transformed our operational capabilities. With upgraded meeting spaces, tech integration and a more welcoming environment, we’ve improved collaboration with stakeholders and delivery of services. It symbolizes our commitment to innovation, professionalism, and a modern tourism future.

What is your final message to Miami Herald readers

Sint Maarten is not just a destination, it’s a feeling. A vibrant, welcoming and unforgettable place where cultures fuse and every sunset feels like a private invitation to return. Whether you’re escaping the city for a weekend or planning your dream vacation, we’re just a short flight away and ready to wow you. Come for the beaches, stay for the people, It’s Happening in Sint Maarten!