SHTA Celebrates 55 Years of Hospitality

The St. Maarten Hospitality & Trade Association (SHTA) has grown hand-in-hand with the island’s rise as one of the Caribbean’s most vibrant destinations.

What began in 1970 as a group of hoteliers meeting over coffee in resort lobbies has become St. Maarten/St. Martin’s largest private-sector voice, guiding it through decades of growth, reinvention, and resilience.

From Hotel Lobbies to a Permanent Home

“We were just hotel and guest house managers meeting once a month to discuss obstacles facing a fledgling industry. But if we really wanted to make a difference, we had to approach tourism differently,” recalls Michael J. Ferrier, then general manager of Mullet Bay.

In the early 1980s, the St. Maarten Hotel Association (SHA) was still a volunteer circle; but Ferrier, along with Keith Franca — general manager of the Summit Resort — pursued that difference. They pushed for a permanent office on Front Street, where the association could truly plant roots. “On Mike’s and my recommendation, we hired Marjean Rougier as the first office manager,” Franca adds. “I even handled the carpeting, painting, and furnishing myself. For the first time, the SHA had a real home.”

With a professional base, the association became more ambitious. In 1983 and 1984, St. Maarten sent the largest contingent of hoteliers to the Caribbean Marketplace trade show — so large, in fact, that the island’s delegation earned free entry. “It signaled we were serious about growing our role as a major destination,” Ferrier notes.

Tourism Is Everybody’s Business

By the late 1990s, the association was ready for another leap. Membership was expanded beyond hotels to include businesses from across the economy. The SHA became the St. Maarten Hospitality & Trade Association (SHTA) and updated its motto to the appropriate “Tourism is everybody’s business.” The move captured an essential truth: Tourism’s impact touches every resident, shop, restaurant, and service on the island.

A New Philosophy

As the new century unfolded, SHTA found its voice in shaping not just tourism but the island’s overall quality of life. Emil Lee, who served as president for 13 years, reframed the mission. “We often justified improvements by saying they were made ‘for the tourists.’ This created resentment among residents,” he reflects. “It became clear that by making St. Maarten a better place to live, we would, by default, make it a better place to visit. After all, the French didn’t build the Eiffel Tower or perfect the croissant for tourists; they did it for themselves. Visitors simply benefit from that authenticity.”

That shift cemented SHTA’s role as more than an advocacy group. It became a true partner in the island’s development, ensuring that the same attributes that attract and delight visitors — safe streets, vibrant culture, delicious food, thriving businesses — also enrich the daily lives of the people who call St. Maarten/St. Martin home.

55 Years Young

Even as it celebrates, SHTA keeps its eyes on the future. Pressing challenges remain, including disaster resilience, rising business costs, workforce skill gaps, policy consistency, and market competitiveness.

The SHTA story is one of reinvention and resilience: from meetings in borrowed hotel lobbies to shaping policy at the national level; from advocating for visitors to championing residents; from hoteliers to a broad coalition of businesses united in one vision.

Ferrier, Franca, and Lee each left their mark, laying foundations, building structures, and reframing the mission. Their efforts, and those of countless members and volunteers, explain why today SHTA is consistently the island’s strongest private-sector voice.

And, as Lee reminds us, “If St. Maarten remains a great place to live, it will always remain a great place to visit.”

That, perhaps, is the greatest reason to celebrate these 55 years of SHTA. The story of tourism on this small Caribbean island has always been about more than its visitors. It’s about community, resilience, and pride in the Friendly Island spirit.

—

Five Highlights Worth Celebrating

Pivot to Hospitality & Trade

Broadening beyond hotels in 1998 opened membership to the wider private economy.

Establishing Crystal Pineapple Awards

Launched in 2005, the glamorous gala celebrates excellence in hospitality and trade.

Leadership in the Post-Irma Recovery

After the 2017 storm, SHTA quickly delivered recommendations to rebuild stronger.

Data & Insight

From expanding its Online Travel Agency (OTA) Index to publishing guides and calendars, SHTA keeps its members connected and informed.

Destination Promotion

Partnerships with airlines, events, and guides keep St. Maarten/St. Martin shining bright.