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St. Maarten Tourism Bureau Promotes New Contour Airlines Route to St. Thomas
From our correspondent
PHILIPSBURG, October 28, 2026 — The St. Maarten Tourism Bureau (STB) has launched a series of promotional activities in St. Thomas to boost awareness of Contour Airlines’ new nonstop service between the two islands, which commenced on October 5, 2026. The initiative aims to stimulate travel, strengthen regional cooperation and renew social, cultural and economic connections between St. Maarten and the United States Virgin Islands (USVI). The direct route, restored after more than two decades, is expected to make it easier for families, friends and business associates to reunite while creating greater opportunities for leisure trips and regional commerce.
Following the inaugural celebrations in St. Maarten and St. Thomas, the STB rolled out targeted marketing activities aimed at media representatives, travel professionals and local residents. Organized by the bureau’s Caribbean agent, IMBRACE Group, the campaign included radio interviews featuring the group’s Chief Executive Officer and STB Caribbean Agent, Jacqueline Louis, alongside Claudia Arrindell, the bureau’s Marketing and Product Development Officer. The discussions highlighted St. Maarten’s culinary scene, festivals, cultural heritage, beaches, shopping and adventure attractions, as well as its position as a centre for business development and a gateway to regional and international travel.
The campaign also included visits to travel agencies across St. Thomas, where representatives discussed the new air service and encouraged agents to develop vacation packages tailored to different travellers. Promotional opportunities included weekend escapes, week-long holidays, family visits, event-related travel and business trips, with Contour’s direct flights operating on Mondays and Fridays. The team also engaged residents at various locations, distributed promotional materials and shared information about experiences available in St. Maarten, connecting destination marketing with practical travel options.
Regional partnerships formed another key component of the initiative, with meetings involving USVI tourism officials in St. Thomas and St. John exploring joint promotions, collaborative marketing and cultural exchanges. The discussions focused on showcasing the unique attractions of each destination while encouraging visitors to experience multiple Caribbean islands. The STB said its efforts, supported by continued cooperation with Contour Airlines, travel partners and regional tourism stakeholders, were intended to convert increased awareness of the route into more visitors, stronger business links and lasting connections between the neighbouring destinations.
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