After a week carrying out site inspections at local hotels and gathering information about one of the most charming and fascinating islands in the Caribbean, the opinions among the Brazilian entrepreneurs and tourism officials who visited the island are unanimous: St. Maarten is an incomparable sun, sand and sea destination, a model of benchmarking and an example of sustainable tourism worldwide, from which the sixteen-person delegation can learn how to improve and add differentials to those and other sectors in Brazil, through the adaptation of successful international cases.

Despite its small area (only 60 square kilometers) the diversity of St. Maarten enabled an uncountable number of attractive and unforgettable experiences for the Brazilian group. They visited both city capitals of the island - Marigot, on the French side, and Philipsburg, in the Dutch territory, experienced the fine and local gastronomy and, among other programmed activities, one was the participation at the 12 Meter Regatta.

Welcomed by Regina Labega, St. Maarten Director of Tourism, the delegation attended several seminars and escorted by Ms. Vanessa Williams, the group made a site inspection at the Port of St. Maarten. Important to say that it is the ninth most important cruise terminal in the Caribbean, having received 1.5 million passengers and 641 ships in 2005.

Another highlight of the seven-day trip were the meetings with local trade representatives, as Edward Dest, Marketing Director of St. Maarten Tourism Office; Rollina Bridgewater, Marketing Director of St. Martin Tourism Office; Emil Lee, President of St. Maarten Hospitality and Trade Association (SHTA); and Mr. Eugene Holiday, president of Princess Juliana International Airport, to be inaugurated next November.

Matching expectations

The benchmarking initiative is part of the Brazilian Excellence in Tourism Project, created by the Brazilian Ministry of Tourism and implemented by the Brazilian Institute of Tourism (Embratur), Brazilian Tour Operators Association (Braztoa), Brazilian Supporting Service for Micro and Small Businesses (Sebrae), that disclose successful experiences, practices and processes, highlighted in specific tourist segment – as Costa Rica, Peru, Mexico, New Zealand, Spain, Argentina and South Africa (chronologically, since 2005).

The project started about a year ago with international research to determine what travelers looked for when they chose Brazil as a vacation destination. “These findings revealed high interest in sun and sand, especially aimed to small and medium businesses, as hotels, sightseeing, exclusive restaurants, receptive services for different segments, age group or nationalities, once the gift of St. Maarten and the search for this experience point towards a better visibility for small and medium enterprises with added value”, explains José Zuquim, Brazilian Tour Operators Association (Braztoa) president, adding that such information was used as a basis for entrepreneurs delegations training in specific destinations, according to the previously indicated niches, and in order to attend more and better the tourists expectations.

The objective is to generate a multiplying effect with the benchmarking project, so that all the knowledge brought by the delegation reflects subsequently near by other entrepreneurs and professionals of the sector. In other words: that the benchmarking concept effectively turns into reality. Thus, at the end of the process, a DVD, a brochure and a book will be launched as training and information tools.

Very renowned among Brazilians, St. Maarten boasts all the characteristics – gastronomy, hotels, nightlife and excellent shopping – to become a year-round destination, especially in the off-seasons months May to November. ”By increasing the number of options with special gastronomy, local culture, sports and entertainment make possible to extend the stay of tourists”,explains Danielle Clouzet Roman, St. Maarten Tourism Office director for South America, who also joined the delegation.