The St. Maarten Trade Show Every Caribbean-Focused Travel Advisor Is Talking About
The St. Maarten/St. Martin Annual Regional Tradeshow (SMART) is on track for a record-setting 2026 edition, with booth bookings already surpassing last year’s totals and only a handful of spaces remaining three months out from the June 22–26 event.
Now in its 18th year, SMART has expanded its convention footprint to occupy the full JW Marriott Resort Convention Center — and even with the added square footage, organizers say 79% of booths are already spoken for. The pace suggests the show will sell out earlier than its 2024 and 2025 editions, both of which were considered benchmark years.
The binational tradeshow is jointly organized by the St. Maarten Hospitality & Trade Association, the St. Maarten Tourism Bureau, l’Office du Tourisme, and Club du Tourisme, reflecting the rare cross-border collaboration between the Dutch and French sides of the island.
A Wider Regional Footprint
This year’s exhibitor floor reads like a snapshot of the northeastern Caribbean: delegations from Anguilla, the British Virgin Islands, Curaçao, Montserrat, Saba, St. Eustatius, St. Kitts & Nevis, St. Maarten, St. Martin, and the United States have all confirmed booth presence.
For travel advisors, that breadth is part of the appeal — SMART has quietly become one of the more efficient ways to meet suppliers from a dozen-plus destinations under one roof.
The popular “Meet the Neighbors Friday Tours” have also grown, now offering excursions to three nearby destinations rather than two: Anguilla, Saba, and St. Eustatius (Statia). It’s a chance for buyers to step off-island and see the product firsthand.
European Buyers Driving the Summer Push
One of the more notable trends in this year’s registrations is the rising share of European buyers. SMART’s June timing has always positioned it as a bridge into the Caribbean’s softer summer season, and that’s resonating with European wholesalers in particular.
According to the European Travel Commission, 77% of Europeans reserve summer for travel, with July and August leading the pack — a window that aligns neatly with the northeastern Caribbean’s traditional low season. For destinations looking to smooth out the calendar beyond the winter peak, the European pipeline is increasingly central.
North American wholesalers continue to attend in strong numbers as well, giving the show its bi-continental character.
To support international attendance, SMART has secured travel discounts through KLM/Air France for European visitors, Copa Airlines for Latin American markets, and Winair for regional travel partners.
New Programming on the Floor
Beyond the booth expansion, SMART 2026 introduces the Grant Thornton Green Room, a complimentary space dedicated to NGOs working to preserve the natural and cultural heritage of the island. Those booths are already fully claimed.
The BookingSuccess Small Hotel Plaza returns as well, offering reduced-price presence and pre-scheduled appointments for smaller properties across the northeastern Caribbean. Only three booths remain in that section.
Booking Window Closing
With buyer and walkaround tickets still available for a longer window, organizers are urging exhibitors and tourism companies — as well as businesses looking to do business with regional tourism players — to lock in booth space sooner rather than later.
SMART 2026 is supported by a broad roster of private-sector partners including Amigo Tours, Autobev, CC1 St. Maarten, Expedia, Grand Case Beach Club, Liberty Business, Port St. Maarten, Princess Juliana International Airport, Rainforest Adventures, ShowMe Caribbean, the St. Maarten Timeshare Association, and Vin de Plage, among others.
