The island of Saint Martin, divided between French and Dutch governance, continues to present a unified front in tourism, offering visitors contrasting yet complementary experiences. The Dutch side is known for its larger resorts, while the French territory emphasizes a quieter, boutique atmosphere centered on lifestyle and gastronomy.

Valérie Damaseau, president of the Saint Martin Tourist Office, highlights the synergy between the two regions, noting that each side appeals to different traveler preferences. Aïda Weinum, director of the French side’s tourism promotion office, describes their lodging options as predominantly intimate villas and boutique hotels. Together, the dual offerings provide a diverse and rich experience for tourists. Despite political divisions, the island operates effectively as a seamless travel destination, with unrestricted movement and cooperative arrangements ensuring smooth transitions for visitors. The main airport, located in Sint Maarten on the Dutch side, allows travelers to quickly access French cuisine and culture on the other side.

This collaborative approach is reflected in joint promotional efforts involving the island’s tourism bureaus, airport authorities, and port officials. Damaseau credits this cooperation with driving a record number of visitors last year, positioning Saint Martin as an ideal hub for regional island hopping.

Recognizing the critical role tourism plays in the local economy—it accounts for roughly 95% of economic activity and employs about one-third of the workforce—the Saint Martin Tourist Office has increased partnerships with government bodies, training centers, and educational institutions. These initiatives aim to enhance workforce skills and support small businesses, underpinning sustainable growth after setbacks from Hurricane Irma in 2017 and the COVID-19 pandemic.

In strategy revisions, greater emphasis has been placed on highlighting the French side’s cultural assets. Damaseau explained the office’s focus on people, spotlighting local chefs, musicians, and cultural ambassadors to create a more authentic visitor experience beyond typical sun-and-sea attractions. This cultural engagement is supported by a year-round calendar of events and unique experiences that foster connections between travelers and local communities.

Among key cultural highlights is the Festival de la Gastronomie, launched five years ago as a signature event. Held annually over two weeks in November, the festival features a waterfront gastronomic village offering a spectrum of dining options from Michelin-caliber restaurants to casual food trucks. The island’s Carnaval in February also attracts locals and visitors alike, with vibrant parades and Caribbean music celebrating Saint Martin’s cultural heritage.

Accommodation on the French side has also seen notable developments. According to Weinum, approximately 95% of hotels and vacation rentals have been renovated or upgraded recently, contributing to the destination’s fresh appeal. Over 75 new restaurants opened in 2025 alone, with boutique hotels and villas showing strong growth. Despite this expansion, many of the roughly 1,100 hotel rooms on the French side were fully booked this year.

To encourage further investment in lodging, particularly with an emphasis on sustainability and environmental responsibility, Saint Martin’s tourism authorities have introduced incentives aimed at reviving existing properties and promoting eco-friendly practices. The office’s goal is to eventually expand accommodation capacity to around 3,500 rooms while maintaining the French side’s reputation as a high-end boutique destination.