The island welcomed 292,000 visitors in 2023, which represents a 10% increase on 2022. Can you give us an overview of the tourism sector in St. Barth and what are the main challenges and opportunities?
Our primary challenge is maintaining our uniqueness. St. Barts attracts visitors and investments from around the globe. The challenge lies in balancing tourism with the needs of the local population. Our distinctiveness is our core value, and it keeps us competitive. If we become like every other destination, there would be no reason to visit St. Barth.Tourism in St. Bart's thrives on security and meticulous attention to detail. It is an island where one feels safe at all times, and the personalized experiences offered by hotels and other infrastructures keep visitors returning. Regarding investment opportunities, it ultimately depends on the investor’s perspective. St. Barth welcomes select investors, particularly those who respect our culture and values while contributing positively to the island’s economic wellbeing. When St. Barts thrives, everyone benefits; it's not about short-term gains but long-term sustainability.
Can you describe St. Barth Tourism’s vision for the development of tourism and how it’s evolving under your leadership
As a native of the island, this role is an immense honor. In a rapidly changing world with increasing competition, we focus on maintaining our core values and high service quality. We emphasize what made St. Barth special: security, tranquility, attention to detail, unique high-end hospitality, and exceptional culinary experiences. We aim to preserve the balance of simplicity and exclusiveness that allows one to enjoy both local delicacies and gourmet offerings. As President of the Tourism Office, I am committed to preserving the dynamic and identity of St. Barts.
How does St. Barth Tourism collaborate with local authorities and communities to ensure sustainable tourism development that respects the environment?
Tourism here operates through an association led by an elected official—myself in this instance—alongside professionals from various sectors such as airlines, boat services, hotels, and villas. This structure ensures that political decisions do not negatively impact the economic sector while prioritizing the destination's interests. We pride ourselves on environmental initiatives, including a waste treatment facility that converts trash into water vapor, generating electricity. As an elected official I always view the island for what it can be in 10 years from now and promoting new energies, new ways of transportation and thriving towards mainting a good quality of life for its population and our visitors is my primary objective. St Barts needs to follow a vision that take into account our uniqueness but that aims for technological progress to help reduce our footprint as much as possible.
What key market segments does St. Barth Tourism focus on to attract travelers, and how does the organization adapt to changing market trends?
Our primary market has always been the U.S., particularly the East Coast. We conduct promotional activities in cities like Dallas, Los Angeles, and New York. Each hotel and restaurant offers a unique experience, promoted collectively to represent St. Bart’s. We continuously strive to improve our efforts in representing the destination effectively and in maintaining a presence in those markets. We are lucky to be able to count on our hotels, who invest themselves a lot in promoting their property but by doing so they also promote our destination.
What are some recent tourism development initiatives to enhance visitor experiences?
Following Hurricane Irma in 2017, the island's quick recovery boosted investor confidence. Even during COVID-19, we managed to contain the virus and safely welcome guests. Moving forward, we aim to develop a tourism observatory for better visitor flow predictions and insights, allowing us to implement necessary policies for the destination's well-being. The port infrastructure has also been renovated so that passengers arriving at the ferry have a smoother transfer and arrival. We also invested heavily on the deployment of fiber optic all over the island which guarantees high connectivity to our visitors and allows us to welcome these special visitors who need great connection to pursue their business affairs.
How many visitors are you expecting in 2024?
We anticipate numbers similar to 2023. Our new tourism observatory will help with more accurate predictions in the future.
What are your expectations and objectives for the next few years?
In 2025, we will host the Assises du Tourisme to redefine our political approach to tourism alongside professionals and locals. Balancing visitor numbers with community needs and preserving the island's values and environment are essential objectives. In 2026, we also look to organize a high end event around fashion. Having all these luxury brands on island and being a unique place, we could offer a unique and one of a kind fashions show. I look forward to meeting any potential partner regarding that ambitious project we have which could be organize at the lower season right before Europe starts to get busy.
Can you tell us more about U.S. tourists visiting St. Barth?
They come to St Barts for the simplicity we offer and for the lifestyle.This French Art de vivre, in the middle of the Caribbean.
What is your final message to Newsweek readers considering Saint Barthélemy as a potential tourism destination?
St. Barth offers a unique blend of French art de vivre, attention to detail, and tranquility. Every guest's experience is personalized, and the culinary delights will transport you. We are a destination that aims at keeping this unique experience alive and also at progressing as leaders of the top destinations in this ever evolving world.
