June 22, 2026 SMART 2026 introduces new elements including the Small Hotels Plaza and Meet the Neighbors, bringing additional attention to regional destinations including Anguilla, Saba and St. Eustatius.
June 15, 2026 SHTA Academy launches enrollment for its fifth Customer Service Series, continuing the professional development program first introduced in 2024.
June 1, 2026 SHTA and the St. Maarten Tourism Bureau reposition St. Maarten Flavors as a year-round culinary platform, with June designated as the island’s Culinary Month. The program expands beyond restaurant promotions to include culinary experiences, art and culture.
June 2, 2025 SHTA Academy expands its training offering with additional programs in customer service, sales, business etiquette and other professional skills.
March 31, 2025 SMART reaches its 18th edition in 2025, welcoming tourism partners from 29 countries and destinations. The event continues to bring international buyers together with St. Maarten/St. Martin hotels, tourism companies and other businesses.
January 1, 2025 SHTA continues its tradition of highlighting local cultural talent through its annual Events Calendar, selecting fashion designer Zillah Duzon-Hazel as the 2025 Cultural Icon.
November 1, 2024 The 2024 edition of St. Maarten Flavors brings together 28 participating restaurants and expands the culinary campaign’s reach through media, influencers and international exposure. The program also raises funds to support St. Maarten’s culinary team.
March 4, 2024 SHTA launches the SHTA Academy in partnership with EHP International, expanding the association’s professional development and training activities for the hospitality and business sectors.
November 1, 2023 SHTA’s SMILE — St. Maarten Innovation, Initiatives & Industries Link-Up Event reaches its fourth edition, bringing together innovators, businesses, entrepreneurs and organizations to explore new ideas and opportunities for St. Maarten.
November 1, 2022 SHTA and the St. Maarten Tourism Bureau launch St. Maarten Flavors, establishing November as a month dedicated to celebrating the island’s culinary diversity and positioning St. Maarten as the Culinary Capital of the Caribbean.
June 29, 2022 SHTA’s 52nd Annual General Meeting focuses on the state of the economy and recovery from both Hurricane Irma and the COVID-19 pandemic.
June 4, 2021 Celebrity Millennium arrives in St. Maarten as part of the island’s first major homeporting operation, marking an important milestone in the recovery of the cruise and tourism sectors.
October 7, 2020 SHTA works with tourism and health partners through the SafeSeal program, recognizing businesses that implement enhanced health and safety practices during the COVID-19 pandemic.
March 12, 2020 As the COVID-19 pandemic brings international travel to a standstill, SHTA works with government and industry partners on reopening guidance, health and safety measures and support for the tourism sector.
January 1, 2020 The SHTA Events Calendar introduces its first Cultural Icon, choreographer Clara Reyes. The initiative uses the widely distributed calendar as a platform to celebrate St. Maarten’s cultural heritage and shine a light on local creative talent. Clara Reyes became the first in a tradition that has since included Isidore “Mighty Dow” York, Roland Richardson, King Beaubeau Brooks, Ruby Bute, Zillah Duzon-Hazel and the National Institute of Arts.
September 23, 2019 Two years after Hurricane Irma, SHTA continues monitoring recovery progress and advocating for the priorities identified in Vision 2025.
October 1, 2018 In the aftermath of Hurricane Irma, SHTA, together with 360° of Innovation and Antonio Media, launches the St. Maarten Innovation, Initiatives & Industries Link-Up Event (SMILE). SMILE was created to inspire the Northeastern Caribbean business community through innovation and sustainability, while providing a platform for businesses, entrepreneurs, NGOs and professionals to connect, exchange ideas and learn from…
June 7, 2018 SHTA mourns the passing of founding member and former chairman and executive director Robert Dubourcq, who had been involved with the association for more than four decades. Dubourcq received the Caribbean Hotel & Tourism Association’s Hotelier of the Year Award in 2004 and the SHTA Lifetime Achievement Award in 2012.
June 1, 2018 SHTA presents Vision 2025, identifying ten urgent priorities for the recovery and future development of St. Maarten following Hurricane Irma.
October 4, 2017 The Sint Maarten Hospitality and Trade Association (SHTA) has sent in a first broad advice for economic recovery of country Sint Maarten. The association was requested to share its ideas for country Sint Maarten’s future by the Workgroup National Recovery Plan led by Joan Dovale. Its first recommendations were drafted based on many talks with its member companies from Hospitality and Trade sectors. First and foremost, the Sint Maarten Hospitality and Trade Association (SHTA) very much regrets the loss of human life and injuries caused by the hurricane and expresses deeply felt sympathy to the families of victims, as well as the tremendous damage done to Sint Maarten society at large, where no one has been left untouched….
March 30, 2017 On Thursday, March 30th 2017, the first SXM Young Professionals Mixer at Oranje Café on Walter Plantz Square drew 120 young professionals looking to expand their network and to introduce them to SHTA. The crowd consisted of young Sint Maarten business talent invited by the Sint Maarten Hospitality and Trade Association (SHTA) and ORCO Bank. The Young Professional Mixer was an initiative to encourage networking amongst the newest professionals having recently entered the workforce, as well as those well established, to mix and mingle and navigate future opportunities or just simply meet each other. By means of the Young Professional Mixer, ORCO Bank and the SHTA tried to recognize those Sint Maarteners relatively new to the workforce and committed to structurally contribute to the…
March 23, 2017 Philipsburg – On Thursday March 23rd the partnership between the Sint Maarten Hospitality and Trade Association (SHTA) and the local non-profit foundation Environmental Protection in the Caribbean (EPIC) was strengthened by the signing of the collaborative agreement to promote sustainable tourism through the Blue Flag and Green Key eco-label awards. The event was held at Holland House Beach Hotel in Philipsburg, the newest Green Key awarded site for Sint Maarten, in anticipation of the official Green Key Award ceremony and sustainability expo which acknowledges the exceptional efforts of the awardees, being in the forefront of sustainable tourism for the hotel industry. The event, to be…
March 16, 2017 An animation of portraying Sint Maarten as an option to seek refuge from the snow storm currently active in the Northeastern United States was a hit on social media this Wednesday. It was one of the fruits of the branding project of Sint Maarten creatives and the Sint Maarten Hospitality and Trade Association (SHTA) started last year in August 2016. The movie went viral as various Sint Maarten hotels assisted in spreading the commercial, aided by their most loyal guests and sympathizers abroad. Reactions came in from as far as Russia. The feature portrays a US highway in a snowy, grey background, and two hands shaping a heart with images from a Sint Maarten beach. The image was created by local Sint Maarten creative Loic Bryan (Artistic Drive), who animated the branding work he did with Arun Jagtiani, Ronny Busby and Eduardo DeHaay. Click here for the full article.
January 17, 2017 CAY HILL – On January 17th 2017, the Chairman of the National Institute for Professional Advancement (NIPA) board, Antonio Aventurin and the Chairlady of the St. Maarten Hospitality and Trade Association (SHTA) board, Lorraine Talmi signed a Memorandum of Understanding (MOU). Additional persons who were present to witness the signing, and who will be directly involved in the activities outlined in the MOU included: NIPA Interim Executive Director Patricia Lourens- Philip, NIPA Interim director, Tasheena Maccow-Thomas, Renatta de Weever representing the Hospitality sector at NIPA, NIPA Job Coach Coordinator Andrea Gibson-Paul and SHTA Executive Director Wyb Meijer. Click here for the full article.
January 1, 2017 SHTA launches its first Annual Events Calendar in partnership with Carib/Shandy Beer. The calendar was created to showcase the many events taking place on St. Maarten and the surrounding islands, highlighting that there is always something happening on the destination. It also gives residents, visitors, businesses and event organizers a year-round overview for planning and encourages visitors to experience more of the island’s events and activities. Designed by local artist Loïc Bryan, the first edition was distributed in print and made available digitally, creating what would become one of SHTA’s most recognizable annual publications.
October 3, 2016 Wyb Meijer joins SHTA as Executive Director, beginning a new chapter in the association’s leadership. Since joining SHTA, Wyb has overseen the continued development of the association and its programs, including advocacy, destination promotion, innovation and trainings.
February 2, 2016 PHILIPSBURG – The St. Maarten Hospitality & trade Association along with the Organizing committee for the 2016 Culinary Competition St. Maarten/Saint Martin are pleased to announce the winners of the Senior Chef placement on the National Team to represent St. Maarten in the Taste of the Caribbean in Miami. Pieter Holstein – Executive Chef of the Food Collective BBA Rum & Peas – St. Maarten and David Cudicio – Dreams Restaurant – Nettle Bay FWI; both Chefs earned their position during the competition on Saturday February 6th, by competing against an impressive group of 1 Chef’s all-vying for a place on the team. In addition to the winners, two chefs were chosen as the substitute Chefs on the team in the event that one of the chefs is unable to provide representation. Substitutes are Mariana Shah – Dish D’Lish and Nick Dillinger – Moomba Restaurant. Substitutes will train alongside the…
July 1, 2015 July 2015: Get ready to Unleash the Summer Sweepstakes. August 2015: Introduction if the new digitized membership administration. Relaunchof the Action Website. October 2015: SHTA Job Fair a partnership with the Department of Labour resulted in a very successful fair. 145 registered visitor.
March 11, 2015 SHTA signs MOU with the University of St. Maarten during Educational Mixer at Melange Restaurant.
February 13, 2015 PHILIPSBURG -The St. Maarten Hospitality and Trade Association (SHTA), the largest private business representative on the island, welcomes Ms. Anenda Zaandam as its new Executive Director. The appointment of Ms. Zaandam follows the resignation of Ms. Karen Hana who’s her hard work and grand efforts, during her time with the association, were greatly appreciated. Anenda Zaandam, Certified Hospitality Educator of the American Hotel & Lodging Association Educational Institute, will be bringing her…
January 5, 2015 Launch of Visit St. Maarten SHTA & North South Net Celebrate Visit St. Maarten Book Launch.
March 10, 2014 In March 2014 Emil Lee decided to tender his resignation as President of SHTA as well as his position on the board of the SHTA.
June 10, 2013 In 2013 the SHTA, together with the Environmental Protection in the Caribbean (EPIC), presented the Blue Flag and Green Key eco-labels.
March 25, 2013 The St. Maarten Hospitality and Trade Association (SHTA), the largest private business representative on the island representing a broad range of companies, has named Karen Hana as its new Executive Director following the resignation of Alfred Harley. SHTA President Emil Lee said in a press release issued March 22, 2013 “The entire board is happy to welcome Karen to SHTA; her many years of experience in tourism brings a depth of knowledge that we are anxious to take advantage of.” Hana, a graduate of the Hotel Management School in The Hague, brings more than 25 years of extensive hotel and timeshare experience on St. Maarten and in the Caribbean. She has been on the island since 1994, when she took on the position of Director of the Conference Centre at Mullet Bay Beach Resort. After Hurricane Luis, she joined the Flamingo Beach Resort as Resort Manager, which one year later was awarded…
June 14, 2010 The SHTA was awarded the CHTA 2010 newsworthy award for its electronic membership newsletter that is distributed twice monthly.
March 8, 2010 In 2010 the Visitstmaarten.com Call Center , a joint initiative by the SHTA and UTS, was realized.
April 6, 2009 The Dollar-A-Day project has contributed to a number of key events such as a donation to The Love of Kids Foundation, a donation to the SXM Pride Foundation and SHTA donated to the Lab Sports Academy Foundation.
January 3, 2005 The SHTA Official Publication, the Experience St. Maarten/St. Martin was launched in January 2005
September 13, 2004 September 2004 The SHTA launched their SHTA Tourism Discount Card that offers all SHTA member employees discounts at a number of participating properties to demonstrate that tourism is important to the island and it also gives back to the local community. A total of 3500 cards were distributed to hospitality and hospitality-related employees.
April 5, 2004 April 2004 The SHTA launched the website, stmaartenauction.com, as a fundraising effort for the association. Properties participating in the auction are promoted online on the consumer website in return for donating a week stay.
January 5, 2004 October 2004 Operation Awareness, the SHTA tourism awareness program, was launched in the schools with a number of presentations to primary and secondary schools aimed at sensitizing students on the importance of tourism for the island. October 2004 The SHTA held its second Annual General Managers’ Retreat with a total of 16 general managers attending to discuss operational, marketing and human resource issues. September 2004 The SHTA held its annual Marketing Meeting with its hotel members to discuss product upgrades, trends and changes in the marketplace, as well as new airlift to the island. September 2004 The SHTA held a large clean-up campaign in the Suckergarden area as part of the Tourism Awareness Program. Over 150 bags of trash were collected along the road from Reggae Café in Pointe Blanche to Rainbow Supermarket in Suckergarden as well as a number of wrecks, old fridges, stoves, and washing machines, which are not picked up regularly. September 2004 The SHTA bid farewell to two outstanding employees, Anne Marie Scot and Jasper Dirckx. August 2004 The SHTA held its first SHTA Employers Seminar on the topic…
October 13, 2003 October 2003 The SHTA organized the first annual General Managers’ Retreat at Port de Plaisance where general managers received updates on SHTA activities and programs and were able to discuss a number of marketing, human resources and operational issues with moderators including interim labor department head, Rafael Boasman, GEBE diretor,…
January 6, 2003 December 2003 The first Cruise Conversion Coin was given to the one-millionth passenger as part of the launch of the Cruise Conversion Program. The cruise conversion program was coordinated in cooperation with the Commissioner of Tourism, Theo Heyliger, the St. Maarten Tourist Bureau, the Harbor Holding Company, the St. Maarten Ports Authority and the SHTA. November 2003 The SHTA assisted with the organization of the 2003 Career & Study Fair which was held at the Great Bay Beach Resort on November 4, 2003. The SHTA promoted tourism and hospitality careers. With tourism supporting over 95% of the island’s work force, a career in the industry is becoming more and more important to sustain the local labor market. November 2003 The SHTA co-sponsored Fiona Murray to speak on the possible future UPT status of St. Maarten along with the Bureau of Constitutional Affairs and the Chamber of Commerce. November 2003 Over 150 travel agents experienced St. Maarten as part of the KLM Travel Agent FAM trips organized by the St. Maarten Tourist Bureau and the SHTA. The St. Maarten Tourist Bureau organized a number of island tours and property inspections and SHTA members…
April 8, 2002 April of 2002 marks the beginning of SMART (The Sint Maarten / Saint Martin Annual Regional Tradeshow. The first St. Maarten/St, Martin Annual Regional Tradeshow is held at the Maho Beach Resort from April 25-27. The tradeshow was a joint effort of the SHTA and AHSM (French Hotel Association) assisted logistically by…
February 4, 2002 September 2002 The SHTA submitted its impact report to the 911 Taskforce, installed by government to determine the impact of the terrorist attacks on the United States and the economy of St. Maarten. August 2002 The St. Maarten Bucks program is launched. The goal of the program is to achieve value-added sales promotions to maintain profitable hotel rates, instead of price discounting. The Bucks are an incentive for visitors to come to St. Maarten and shop, dine, or participate in excursions and activities that are available on the island since the bucks are of no value if not spent and cannot be used on neighboring islands. August 2002 As a condition for the…
April 30, 2001 In April 2001 Emil Lee was elected president of the St. Maarten Hospitality & Trade Association.
April 23, 2001 A partnership with the St. Maarten Nature Foundation was established though representation on the SHTA board. The National Tourism Organization (NTO) was incorporated. The board consists of nine stakeholders from government, private sector, and labor. The SHTA is represented on the board by its president. The Dutch government made NAF 3.8 million available as part of a NAF 11.2 million multi-annual tourism recovery program, co-funded by the governments and private sector of both sides of the island, as well as several airlines and tour operators. The Committee, which consists of public and private sector tourism officials, decides on budget allocation within the approved framework and purpose of the recovery fund. 2001 April 2001 Marc van de Bilt leaves the SHTA.
July 3, 2000 The SHTA’s annual fundraiser was held at the Palm’s Grill Restaurant at Maho Beach Resort & Casino. The theme of the evening was Stars & Stripes to show support for the September 11 tragedy. The SHTA website, www.shta.com, is used to promote special vacation packages from SHTA member properties. The SHTA Board of Directors mandated a Steering Committee to…
April 3, 2000 April 2000 Approved in September 1999, the SHTA introduces the Dollar-a-Day Fund. Guests at participating properties are requested to contribute $1 per day of their stay to the fund that finances product development, educational and environmental programs, as well as destination marketing and research. The fund is a unique opportunity for the guest to contribute to the continued improvement of St. Maarten.
January 4, 1999 January 1999 The St. Maarten Voice wins the CHA Regional Award for outstanding communications at the Caribbean Leadership Conference in San Juan, Puerto Rico. The SHTA facilitated environmental audits for various member resorts to qualify for the internationally accredited ISO14001 Green Globe certification standards. The SHTA also obtained a grant from…
January 1, 1999 The Socio-Economic Council for the Island Territory of St. Maarten was formally approved and installed, including the representation of the SHTA. The SHTA launches its own website, www.shta.com. The site offers information about SHTA programs and services, as well as generic information about St. Maarten as a tourist destination and investment destination. The draft articles of incorporation for a tourism foundation or corporation headed by a public-private sector tourism board were presented to the Executive Council. The Executive Council agreed in principle to the privatization of the Tourist Bureau and transformation in to what is called the National Tourism Organization (NTO). The SHTA is represented on the Emergency Operation Committee (EOC) that is chaired…
December 7, 1998 December 1998 The St. Maarten Labour Office and Qualitivity Inc. open a Job Center. SHTA supported this center via the St. Maarten Voice and membership information bulletins.
October 5, 1998 In October of 1998 Anne Marie Scot promoted to Office Manager. Jacqueline Williams was employed as Executive Assistant.
March 9, 1998 In March of 1998 the SHTA change its name to St. Maarten Hospitality and Trade Association enabling the SHTA to became a representative of the total private sector, instead of just a hotel association. The slogan “Tourism is Everybody’s Business” was introduced. The SHTA broadens its scope to include the trade sector of St. Maarten. The Association’s goal is to also offer its benefits to other sectors that rely on the hospitality sector, due to the island’s large dependence on tourism. The change was also reflected in the new name: The St. Maarten Hospitality & Trade Association. This widened scope was also reflected in the addition of two more disciplines to the board, including Restaurant and Marine Trades directors.
March 2, 1998 The SHTA starts publishing a monthly newspaper, The St. Maarten Voice. Approximately 5,500 copies are distributed each month free of charge. SHTA challenged the present structure of license fees, which SHTA feels should be collected as retributions, not levied as taxes. In particular SHTA filed a notice of objection over increased restaurant license fees…
March 4, 1996 In March of 1996 Anne Marie Scot was employed as Executive assistant; Marc van de Bilt was promoted to Executive Director.
September 5, 1995 Between 1995 and 1999 Sint Maarten suffered tremendous damage caused by major hurricanes. The SHTA assisted in many ways to coordinate guests off the island safely. SHTA became part of the disaster team(s).
March 6, 1995 March 1995 Marc van de Bilt was employed as Executive Assistant.
July 1, 1991 In 1991 The St. Maarten Hotel Association (SHA) changes its name to the St. Maarten Hotel & Tourism Association (SHTA). The organization is established as a non-political, non-profit association.
January 1, 1975 In 1975 the Dutch and French sides establish separate hotel associations while continuing to cooperate on matters affecting the shared tourism destination.
January 1, 1972 During the 1970s, St. Maarten begins establishing its identity as a Caribbean destination, with tourism becoming increasingly important to the island’s economy.
May 4, 1970 In 1970 the SHTA was founded as the St. Maarten Hotel Association (SHA) on St. Maarten, representing the island’s developing hotel industry.
SMART expands its regional program
SHTA Academy reaches its fifth Customer Service Series
St. Maarten Flavors becomes a year-round platform
SHTA Academy expands its training program
SMART continues its regional growth
SHTA Events Calendar highlights local culture
St. Maarten Flavors expands its reach
SHTA Academy launches
SMILE continues to grow
St. Maarten Flavors launches
SHTA marks its 52nd Annual General Meeting
St. Maarten welcomes homeporting
SafeSeal supports safer tourism operations
SHTA responds to the COVID-19 crisis
Cultural Icon tradition begins
SHTA continues advocating for recovery
SMILE launches
SHTA mourns founding member Robert Dubourcq
SHTA presents Vision 2025
SHTA Sends In Recovery Recommendations, Commends Marines, Marechaussee, KPSM & VKS for relief assistance
SHTA / ORCO Bank SXM Young Professionals Mixer Draws 120 Business Talents
EPIC and SHTA sign Collaborative Agreement towards sustainable tourism
SHTA launched new marketing Campaign “The Calm in your Storm”
NIPA & SHTA Sign Work Experience Training MOU
SHTA Events Calendar launches
Wyb Meijer becomes SHTA Executive Director
SHTA and CCSXM 2016 organizing committee host Preliminary Culinary Competition – CHTA Taste of the Caribbean
More in 2015
SHTA Signs MOU with the University of St. Maarten
The SHTA welcomes Anenda Zaandam as new Executive Director
The Launch of the 1st Visit Magazine
Karen Hana appointed as SHTA’s Executive Directo
SHTA Tourism Discount Card
SHTA Auction Website
More in 2004
SHTA 1st General Managers’ Retreat
More in 2003
The Beginning of SMART
More in 2002
Emil Lee was Elected President of The SHTA
More in 2001
More In 2000
SHTA’s Dollar-A-Day program (DAD) was introduced
More in 1999
SHTA launched its own website www.shta.com
SHTA Changed its Name
The St. Maarten Voice
SHTA Became Part of the Disaster Team
SHA Changed its Name to SHTA
Separate Hotel Associations
St. Maarten becomes known as a “Hide-Away Destination”
SHTA was Founded
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