KLM’s decision to reintroduce non-stop service from Amsterdam to St. Maarten and back (see related story) is great news. Not only does this cut the travel time on the return leg by more than three hours, but it means all passengers on the blue planes are getting off here and not flying on to Curaçao.
This is obviously important in attempts to promote tourism from Europe and particularly the Netherlands, a market that has grown strongly in the other Dutch Caribbean countries Aruba and Curaçao during the past decade. Demand for St. Maarten had understandably dropped following the devastation of Hurricane Irma but is now said to be rebounding.
And why not. The often-young Dutch visitors appear to find “The Friendly Island” an exciting and relatively safe destination, with a great variety in easily accessible scenery, recreational activities, dining and evening entertainment.
It was sometimes argued that the greater North American influence and fewer people speaking Dutch than in Curaçao would hamper efforts to get more traffic from the Netherlands, but an increasing number of Dutchmen speak English fluently and seemingly enjoy the “Americanised” holiday experience. Aruba too has been able to effectively balance the two groups of guests.
Another benefit is that many people in the Netherlands vacation abroad in summer as well. This makes them an attractive alternative during the traditional low season.
People like to talk about economic diversification. However, diversifying within the dominant hospitality industry can be just as significant and perhaps more feasible.
