PHILIPSBURG:--- Sint Maarten took center stage over the Memorial Day weekend as it hosted the internationally acclaimed Soul Beach Music Festival 2025. Minister of Tourism, Economic Affairs, Transportation and Communication (TEATT), Grisha Heyliger-Marten, announced preliminary data indicating the festival’s resounding success in boosting the local economy, stimulating tourism, and benefiting businesses across the island.
Held from May 21 to 26, the festival brought cultural vibrancy and economic opportunity to Sint Maarten. It showcased the island’s potential as a global entertainment destination while supporting local businesses.
Economic Investments and Returns
With a strategic government investment of $500,000, the festival’s objective was clear—to enhance Sint Maarten’s visibility on the global entertainment map, increase visitor arrivals, and inject critical revenue into the local economy during the traditionally slower off-season.
“I’m pleased to report that based on current data provided by the festival promoter, approximately $525,100 was spent directly within Sint Maarten during the event,” Minister Heyliger-Marten shared during her press briefing.
The spending encompassed key areas such as production services (staging, sound, lighting), event staffing, local security, marketing and advertising, hotel accommodations, transportation, auxiliary events, and professional services. The economic activity benefited a wide array of local service providers, underscoring the festival’s ability to stimulate opportunities for small businesses.
Tourism and Hotel Occupancy Impact
Preliminary reports from a high-level assessment by the TEATT Ministry demonstrate a notable spike in tourism activity, particularly in the hospitality and transportation sectors. Minister Heyliger-Marten highlighted contributions from 10 major hotels and condominium operators, including the Hilton, Simpson Bay Resort, Sonesta Maho, and Alicia's Inn, among others.
“Occupancy rates during the festival soared to 85 to 95 percent, compared to the typical 60 to 70 percent for the same Memorial Day weekend in previous years,” the Minister stated. “This increase in demand reflects the festival’s ability to draw visitors and extend the tourism season.”
Additionally, car rental companies such as Avis, Budget, and Hertz reported significant increases in bookings, ranging from a 25% to a 67% surge compared to the prior year. Taxi drivers also shared reports of earning between $800 and $1,000 during the weeklong event, boosting individual incomes across the community.
Return on Investment Compared to Aruba
Minister Heyliger-Marten drew comparisons between Sint Maarten’s performance as a host destination and that of its previous host, Aruba. Aruba invested $2.1 million in the festival, which hosted 7,000 visitors and generated $30 million in economic spinoffs. By contrast, St Maarten’s $500,000 investment welcomed about 2,500 visitors and generated an estimated $3 million in local economic activity.
“This comparison shows that while Aruba may have achieved higher visitor numbers, St Maarten delivered a far stronger return on investment. Our smaller budget generated significant value per dollar spent, with the bonus of deeper local engagement and tangible benefits for our economy,” the Minister emphasized.
Data & Transparency for Long-Term Planning
Minister Heyliger-Marten outlined her plans for further assessments to ensure transparency and inform future decisions. The TEATT Ministry will leverage data points, including visitor feedback from official Soul Beach surveys, exit surveys conducted by the Sint Maarten Tourist Bureau, and fiscal reports from Princess Juliana International Airport. The results will be compiled into a public impact report.
“I’ve also formally requested an independent assessment of the festival’s socio-economic impact from the Social Economic Council (SER). Once completed, the results will be shared publicly because accountability and evidence-based planning are crucial,” she explained.
Vision for the Future
The Minister concluded by underscoring the importance of events like Soul Beach Music Festival in uplifting Sint Maarten’s economy and enhancing its cultural profile.
“This is about more than just an event; it is about creating meaningful value for our people, introducing new visitors to our beautiful island, and solidifying our position on the global stage,” she affirmed. “The success of Soul Beach is a testament to the potential we have as a tourism hub and our ability to host world-class events.”
Through targeted and strategic investments in events like Soul Beach, Sint Maarten is proving to be a dynamic player in the region’s tourism and entertainment sectors, bringing local and global audiences together while driving sustainable economic growth.