Français
The Tourism Committee is continuing its internal restructuring while developing its partnerships and presenting its strategy for 2026, based on a precise roadmap and a detailed budget.
The financial reports for the airport and port of Saint Barthélemy prove, year after year, that the island continues to attract more and more visitors. This trend is confirmed by the island's hoteliers and villa rental companies. As a result, everything seems to be going well. Nevertheless, the increase in visitor numbers is leading to diversification and, in some cases, a change in the profile of tourists. This makes the work of the Saint Barthélemy Territorial Tourism Committee (CTTSB) in promoting the destination and providing expertise essential. This, at least, is the view of the committee's president, Alexandra Questel, who stresses the importance of making the island "a clear and consistent destination, capable of attracting visitors at the right time, while respecting the island and its inhabitants."
An image frozen on December 31
Since becoming president, the territorial representative has undertaken a phase of internal restructuring of the organization. "We needed renewal in order to work on Saint Barth's image," she says. In particular, by strengthening and developing partnerships. "We quickly realized that the December 31 festivities monopolized the image of Saint Barthélemy," explains the president. "However, we know that poorly managed tourism always ends up undermining the strengths of a region: its identity, its environment, and its social cohesion." A plan, or rather a strategy, has therefore been developed for the year 2026.
It is divided into three phases. The first is to continue the assessment begun with tourism stakeholders and island residents. This will be done through the organization of tourism conferences. "These discussions will enable us to make straightforward observations and identify what works, but also what needs to be corrected, improved or better structured by proposing concrete solutions," explains Alexandra Questel. "Beyond verbal commitments, we want to put in place concrete actions to ensure the sustainability and exemplary nature of our tourism model."
To achieve this, a detailed roadmap has been drawn up. "It is important for elected officials, but also for newcomers, so that they know what actions to take and for what purpose," says the president. The CTTSB's ambitions are to spread visitor numbers more evenly throughout the year, enhance the quality of the "experience offered," and promote people, culture, gastronomy, nature, and the art of living. "This strategy is not limited to promotion," explains Alexandra Questel. "It focuses on the entire visitor experience, from access to the destination to the welcome on the island, including catering, services, events, and the consistency of the experience."
An increased budget
This vision involves becoming more involved in the Caribbean basin. This means strengthening ties and cooperation with Saint Martin, the gateway to Saint Barth, but also consolidating links with islands such as Nevis and Anguilla. "In this digital age, it's impossible to live hidden away and be happy," notes the CCTSB president. "So we have to get the message across that we want to convey." By developing relationships with the specialized press in the main countries where tourists come from (the United States, Europe, Brazil, Canada, etc.). By striving to target new customers, for example in areas of the United States that are not the usual targets. A strategy that aims to attract new tourists for longer periods, so that they take the time to discover the island. By staying in "smaller" establishments on the island.
To fulfill the CTTSB's ambitions, resources are obviously needed. That is why a grant application for €1.89 million has been submitted to the local government. A detailed budget has been presented, which includes an estimated operating cost of €665,000, investments of €195,000, and a "promotion, communication, and outreach" component of €1.14 million. This provisional budget will undoubtedly be discussed during the Local Authority's budgetary policy debate on Thursday, December 19, before being included in the initial budget for 2026.
