SIMPSON BAY:--- Representatives of Princess Juliana International Airport (IATA: SXM) are participating in Routes Americas 2026 in Rio de Janeiro, Brazil, presenting a renewed strategy focused on strengthening the airport’s global position, with particular interest of expanding into the South American market.
“This year’s participation is a targeted effort by Princess Juliana International Airport to rebuild and deepen relationships with South American airlines and airport partners. The objective is to develop routes that complement our existing network, enhance regional connectivity, and strategically stimulate traffic during the airport’s off-peak travel periods, driven by the 118% increase in South American visitor numbers compared to 2017, primarily from Colombia and Brazil,” stated Suzy Kartokromo, Aeronautical Business Manager at PJIAE.
Chief Operating Officer Emile Levons, who is leading the delegation emphasized the importance of strengthening regional relationships. “Routes Americas provides an important platform for us to engage directly with airline partners and industry stakeholders. We are committed to expanding our network and identifying opportunities that will further strengthen Princess Juliana International Airport’s role and as a key gateway to the northeastern Caribbean.”, he stated.
The airport’s strategy at Routes Americas highlights the unique characteristics that position Sint Maarten as an attractive destination and regional gateway. In addition to the island’s natural beauty and vibrant culture, Princess Juliana International Airport emphasized its role as a hub for multi-island travel, allowing visitors to easily explore surrounding destinations including St. Barths, Anguilla, Saba and St. Eustatius.
Sint Maarten’s multicultural and multilingual environment was also highlighted as a key advantage. While English, French, and Dutch are widely spoken on the island, the presence of a large Spanish-speaking community makes Sint Maarten an accessible and welcoming destination for travelers from South America.
To bring the destination experience directly to industry partners, Princess Juliana International Airport introduced an interactive booth concept designed to showcase the island in an engaging and memorable way. Visitors were invited to experience Sint Maarten through a Virtual Reality presentation, allowing them to explore the island’s landscapes, arrival experience, and aviation highlights. The VR experience was designed to give partners a realistic impression of the destination and its unique appeal.
The booth also featured local artwork by renowned Sint Maarten artist Roland Richardson, providing a cultural element that reflected the island’s artistic heritage. In addition, visitors were able to capture a memorable moment through a photo activation, allowing them to take home a visual reminder of Sint Maarten and the airport’s presence at the event. Together, these elements were designed to give visitors a small but meaningful glimpse of what Sint Maarten has to offer, reinforcing the airport’s role as both a destination gateway and a regional hub.
“Routes is not just about meetings, it is about creating a lasting impression,” said Cassie Schoutens, Corporate Communications Officer at PJIA. “Through our interactive booth, we wanted to bring Sint Maarten to life in a way that reflects who we are: warm, vibrant, and unique. By combining innovation, culture, and connectivity, we are showing our partners why SXM is not only a destination worth flying to, but a strategic hub within the Caribbean.”
Princess Juliana International Airport continues to focus on strategic growth and innovative marketing initiatives that strengthen its international presence while promoting Sint Maarten as a dynamic Caribbean destination.
