The Caribbean’s most exciting destination is building serious momentum – and the numbers prove it
If you’ve been wondering whether St. Maarten/St. Martin is still the Caribbean destination to visit in 2026, we have your answer straight from the source. We attended SMART 2026 – the Saint Martin/Sint Maarten Annual Regional Tradeshow – and the insights shared paint an incredibly exciting picture for travelers, business owners, and tourism professionals alike.
Here’s everything you need to know.
What is SMART 2026?
SMART stands for Saint Martin/Sint Maarten Annual Regional Tradeshow – the premier B2B tourism event in the Northeastern Caribbean, now in its 25th year. This year’s edition brought together:
- 57 buyers from around the world
- 62 supplier companies
- 30 countries and territories represented
- A 5% increase in attendance compared to previous editions
The event runs from June 22-26, 2026, featuring business days, island excursions, mystery dinners, and networking events – proving that St. Maarten/St. Martin means serious business when it comes to tourism.
The Caribbean Tourism Landscape in 2026
Before diving into St. Maarten/St. Martin specifically, it’s worth understanding the broader Caribbean context presented at SMART 2026 by the Caribbean Hotel & Tourism Association (CHTA/CHDA):
The Caribbean remains one of the world’s strongest tourism brands, with GDP and jobs contributions from tourism growing year-over-year. Positive forecasts extend through 2026 and beyond – but as industry leaders emphasized, that growth won’t happen automatically.
The big picture:
- US travelers remain the Caribbean’s most important market, accounting for 15.6% of all US outbound international travel with an average spend of $1,335 per trip
- Italy and Latin America are showing significant growth as emerging source markets
- Solo travel now represents 26% of Caribbean arrivals – an underserved segment with enormous opportunity
- AI now influences approximately 20% of travel planning decisions – making digital discoverability more critical than ever
- Short-term rentals are growing faster than hotels in many destinations
Regional highlights:
- Most Caribbean destinations showing positive air arrival growth
- Jamaica hit hard by Hurricane Melissa, with facilities still recovering
- Cuba’s ongoing challenges are redirecting travelers to other islands – creating opportunities across the region
- St. Martin leads with an 18% increase in arrivals (April 2025–March 2026, per Amadeus data) – one of the strongest performances in the entire Caribbean
St. Maarten/St. Martin: The Caribbean’s Star Performer
The numbers from SMART 2026 are nothing short of impressive:
- 800,000+ stay-over passengers in 2025
- 1.6 million cruise passengers in 2025
- 18% increase in arrivals (April 2025–March 2026) – topping Caribbean charts
- Q1 2026 air arrivals up 23% compared to Q1 2025
- Season running longer than usual with no signs of slowing down
- #1 destination for couples in the Caribbean at 40.4% of all tourists
That last statistic deserves special attention. St. Maarten/St. Martin is THE Caribbean destination for couples – making it the perfect place for romantic getaways, honeymoons, and anniversary celebrations. With world-class restaurants, stunning sunsets, pristine beaches, and luxury experiences, it’s easy to understand why couples keep choosing our island above all others.
As tourism director St. Maarten May-Lin Chun summarized at SMART 2026: “St. Maarten is not having a strong season – St. Maarten is building momentum.”
New Flights & Airlift: Getting to St. Maarten Just Got Easier
One of the most exciting developments for travelers is the significant expansion of air connections to Princess Juliana International Airport (PJIA) and L’Espérance Airport:
New & Expanded Routes:
- Southwest Airlines – New service from Orlando and Baltimore
- Direct flights to Trinidad – Expanding Caribbean connectivity
- New regional routes from Orlando and Baltimore
- El Caribe – Launching direct flights to Fort-de-France, Martinique (up to 9 new flights)
- European market expansion – Growing connections from Germany, Benelux, Italy, and the UK
The strategy is clear: stimulate travel not just during high season, but year-round. And it’s working. Southwest Airlines has already seen strong load factors in June, traditionally a slower month, proving that St. Maarten/St. Martin is becoming a true 365-day destination.
Air connectivity was identified as a top strategic priority by CHTA/CHDA at SMART 2026, alongside reducing travel taxes and costs to keep the Caribbean competitive globally.
Coming soon: South America is identified as the next major target market, with initiatives already underway to attract South American travelers to the island.
“It’s Always St. Martin”: The New Tourism Tagline
One of the most exciting announcements from SMART 2026 was the reveal of St. Martin’s new tourism tagline, launching in September 2026:
“It’s Always St. Martin”
This tagline perfectly captures what makes the destination so special: guests keep coming back. Some new visitors have already returned 20 times in just two years – a testament to the island’s irresistible appeal.
The new marketing direction focuses on:
- Wellness and rejuvenation – Yoga, outdoor adventures, full moon kayaking
- Cultural immersion – Heritage experiences, cooking classes, authentic encounters
- Slow travel – Relaxing, connecting with people, experiencing real island life
- Authenticity – What today’s travelers are truly hungry for
This aligns perfectly with the CHTA/CHDA’s key finding that authenticity – not just beaches and price – is now the primary differentiator for successful Caribbean destinations. Travelers are increasingly seeking genuine cultural experiences, and St. Maarten/St. Martin delivers this in abundance.
The Power of Authenticity: A Caribbean-Wide Trend
One of the most fascinating insights from SMART 2026 came from the CHTA/CHDA presentation: the story of content creator IShowSpeed’s unscripted Caribbean visit.
His spontaneous livestream generated:
- 47 million+ livestream views
- 500,000 search spikes for Grenada alone
- Massive organic reach at zero cost for destinations that quickly created SEO content around his visit
The lesson? Turn cultural moments into bookable experiences – fast. Destinations that responded quickly with targeted digital content captured enormous organic search traffic. This underscores the critical importance of digital transformation and SEO for Caribbean tourism – something Magic of the Caribbean has been investing in for years.
St. Martin Flavors: A Year-Round Culinary Platform
St. Maarten/St. Martin has long been known as the Culinary Capital of the Caribbean, and 2026 takes that reputation to a whole new level with the launch of St. Martin Flavors Beyond the Plate.
Previously a month-long November event, St. Martin Flavors is now evolving into a year-round culinary platform featuring:
- A completely redesigned website showcasing all island culinary experiences
- Special events tied to Christmas, summer, Labor Day, and more
- Culinary Festival: November 11-22, 2026 (6th edition)
- International chefs and food critics
- Restaurant ratings and competitions
- Cooking classes and food & wine pairings
- Pre and post events
- Cooking classes and cultural kitchen experiences
- Restaurant showcases and influencer campaigns
With couples representing 40.4% of visitors, St. Maarten/St. Martin’s world-class culinary scene is perfectly positioned to deliver the romantic, memorable dining experiences that today’s travelers are seeking.
Major Events: St. Maarten/St. Martin’s Exciting Calendar
The island’s event calendar is packed with world-class experiences that draw visitors from across the globe:
🍽️ February: Mardi de Grand Case
Grand Case’s famous Tuesday night street festival transforms the culinary capital into a vibrant celebration of food, art, music, and culture. A weekly tradition not to be missed!
🌊 March: Heineken Regatta
The Caribbean’s most famous sailing event, celebrating its 46th edition. Thousands of sailors and spectators descend on the island for four days of racing, parties, and pure SXM energy.
🎵 March: Electronic Music Festival
The largest electronic music festival in the Caribbean – a must for music lovers.
🎭 April: Carnival
For the first time ever, Carnival ran for a full month in 2026, attracting 18,000+ Caribbean visitors during the peak period. From Calypso competitions to Soca Rumble to international concerts, Carnival is the ultimate cultural experience.
🍴 November 11-22: St. Martin Culinary Festival
Six years strong and growing, this festival puts the island’s world-class food scene firmly in the spotlight.
Hotel Development: Growing to Meet Demand
St. Maarten/St. Martin currently offers approximately 3,300 rooms, with an ambitious goal of reaching 3,500 rooms. New hotel projects currently in the pipeline include developments at:
- Happy Bay
- La Belle Creole
- Two additional sites (TBA)
The focus is on developing existing sites rather than creating new sites – a sustainable approach that respects the island’s natural beauty while meeting growing tourist demand.
The vacation rental (villa) sector is also performing exceptionally well, particularly on the French side. CHTA/CHDA noted that short-term rentals are growing faster than hotels across the Caribbean, though better data tracking is needed to fully understand their impact.
Island Hopping: The Caribbean Hub Experience
St. Maarten/St. Martin’s unique position as the hub of the Northeastern Caribbean continues to be one of its greatest assets. Regional collaboration over fragmentation was identified as a key strategic priority by CHTA/CHDA – and St. Maarten/St. Martin is already leading the way.
Visitors increasingly combine their stay with visits to neighboring islands:
- Anguilla – Just 20 minutes by ferry
- Saint Barthélemy (St. Barth’s) – Perfect for a day trip
- Saba – The Caribbean’s best-kept secret
- Statia (Sint Eustatius) – Rich in history and nature
The “4 Island Escape” initiative launched at SMART 2026 showcases this perfectly, with growing demand for multi-island itineraries that use St. Maarten/St. Martin as the jumping-off point.
Digital Transformation & Social Media Strategy
The island’s tourism offices are doubling down on digital marketing and social media, aligning perfectly with CHTA/CHDA’s call for digital transformation across the Caribbean:
- TikTok – Driving massive organic visibility as visitors share their experiences
- International and local influencers – Combining global reach with authentic local perspective
- Slow travel content – Showcasing wellness, culture, and authentic experiences
- Media trips – Targeting US, Canadian, European, and Caribbean travel media
- Expedia partnership – Running year-round campaigns including a current summer promotion
- SEO investment – Ensuring discoverability as AI influences more travel planning decisions
As noted at SMART 2026: “TikTok has given us so much visibility. Everyone wants to share their stories. It’s free publicity.”
With AI now influencing 20% of travel planning, destinations that invest in SEO and digital content today will reap the rewards tomorrow. Magic of the Caribbean’s multi-platform approach – website, app, social media, digital screens, and interactive terminals – positions our partners perfectly for this digital future.
Key Trends for St. Maarten/St. Martin Business Owners
Based on the CHTA/CHDA insights presented at SMART 2026, here’s what local businesses should focus on:
- Target couples – 40.4% of visitors are couples; tailor experiences, packages, and marketing accordingly
- Don’t ignore solo travelers – 26% of arrivals travel solo, an underserved and growing segment
- Embrace digital – AI influences 20% of travel decisions; your online presence matters more than ever
- Diversify markets – While US travelers are strong, Italy and Latin America represent exciting growth opportunities
- Authentic experiences win – Travelers are choosing authenticity over generic beach tourism
- Think regional – Island hopping is growing; position your business as part of the wider Caribbean experience
Why Visit St. Maarten/St. Martin in 2026?
Based on everything we heard and experienced at SMART 2026, here’s why 2026 is the perfect year to visit:
- More flights from more cities than ever before
- #1 Caribbean destination for couples – romantic paradise awaits
- 18% arrival growth – the Caribbean’s star performer
- World-class events throughout the year
- Expanding culinary scene with year-round programming
- Authentic experiences that go beyond typical tourist activities
- Island hopping opportunities to explore the wider Caribbean
- New hotel developments adding capacity and luxury options
- Growing international recognition across US, European, and Caribbean markets
St. Maarten/St. Martin isn’t just a beach destination – it’s a complete Caribbean experience that keeps visitors coming back time and time again. And as the new tagline says: It’s Always St. Martin.
Experience St. Maarten/St. Martin with Magic of the Caribbean
At Magic of the Caribbean, we’re proud to be part of this exciting destination’s growth story. Whether you’re planning your first visit or your twentieth, our platform is your ultimate guide to getting the most out of St. Maarten/St. Martin:
- 📱 Download our MOTCC App for offline navigation, island guides, and insider tips
- 💳 Get your MOTCCard for exclusive discounts at 250+ island partners
- 🗺️ Visit our Island Magic Map Terminals for interactive island information
- 📱 Follow us on social media for daily island updates, restaurant recommendations, and travel inspiration
It’s Always St. Martin – and Magic of the Caribbean is always here to make your island experience truly magical.
Were you at SMART 2026? Share your experience in the comments below! And don’t forget to download the Magic of the Caribbean app for all the latest island news, exclusive discounts, and insider tips.
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