Visitor arrival figures for 2019 (see related story) confirm that the island continues to rebound from extensive damage caused by the hurricanes of September 2017. The 319,696 passengers recorded at Princess Juliana International Airport (PJIA) last year represent an impressive increase of 80 per cent over 2018.
To put the good news in a proper perspective, this is only 61 per cent of the benchmark 2016 level. Several major tourist accommodations still being down or limited in capacity undoubtedly plays a role, while just part of the airport terminal is operational.
That loyal guests are nevertheless returning is obvious from exit surveys indicating repeat percentages of between 55 and 70 per cent. This has always been one of the destination’s strong points, due to the Dutch side’s dominant timeshare industry.
It’s also an added reason why cruise tourism remains important, not just because of its direct impact but to stimulate future stayover visits. This “conversion rate” should be properly measured and used to determine priorities regarding – among other things – marketing and promotion.
In general, local hospitality sector statistics tend to be few and far between, certainly when compared to other countries in the region including the Dutch Caribbean. That’s a pity, as frequently updated relevant data such as average room occupancy rates is key in setting effective policy.
The figures now released are welcome, of course, but much more is needed on a regular rather than incidental basis. After all, numbers don’t lie.
