SHTA | St. Maarten Hospitality & Trade Association

What SHTA | St. Maarten Hospitality & Trade Association does

SHTA (St. Maarten Hospitality and Trade Association) is a non-profit, non-political, membership-based business association headquartered in Philipsburg, Sint Maarten. Founded in 1970 as the St. Maarten Hotel Association (SHA), the organization expanded its mandate through two name changes — to St. Maarten Hotel and Tourism Association in 1991 and to its current form in 1998 — to represent the total private sector rather than hotels alone. SHTA describes itself as the largest private business representative on the island, serving member companies across hospitality, trade, accommodations, dining, retail, banking, construction, professional services, and infrastructure sectors, with a directory spanning 20+ industry categories.

The association delivers value through a portfolio of recurring services rather than a unified software product. Core offerings include the SHTA Members & Partners Directory, the SMART annual regional trade show (positioned as the largest travel platform in the Northeastern Caribbean), the SMILE innovation/networking event, the Crystal Pineapple Awards gala, the St. Maarten Flavors culinary month, SHTA Academy training programs, the VISIT St. Maarten/St. Martin Magazine, the St. Maarten Auction e-commerce fundraising platform, the St. Maarten Accommodation Hurricane Manual, and policy advocacy anchored by the Vision for St. Maarten 2025 framework. The technology stack is conventional web-based with no public API, no mobile app, and no disclosed AI features; digital infrastructure consists of the shta.com website, Facebook/X/Instagram accounts, an electronic newsletter, and member-facing resource libraries.

Revenue is generated through two primary streams: recurring membership dues from businesses across hospitality, trade, accommodations, dining, and professional services, and event-based revenue from SMART, SMILE, Crystal Pineapple Awards, and St. Maarten Flavors; membership pricing is not publicly disclosed. Governance is provided by an elected Executive Board drawn from member companies across industry divisions (Hospitality, Timeshare, Accommodations, Small Hotels, Financial, Restaurant, Events & Marketing, Nautical, Wholesaler), with day-to-day operations managed by an Executive Director. SHTA maintains memberships in CHTA, the International Organization of Employers, the Caribbean Employers Confederation, and the Caribbean Society of Hotel Association Executives, and has executed MOUs with the University of St. Martin, NIPA, EPIC, and ORCO Bank across workforce, sustainability, and member programming.

Name

SHTA | St. Maarten Hospitality & Trade Association

Legal name

St. Maarten Hospitality and Trade Association (SHTA)

Website

https://shta.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

SHTA is a Sint Maarten-based non-profit membership association founded in 1970, representing private-sector businesses across hospitality, trade, retail, banking, dining, and professional services through advocacy, signature events, training, and destination marketing.

Ownership category

akta.pro rank

Headquarters

HQ city

Philipsburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Dues: SHTA generates revenue through membership dues from businesses across various sectors including hospitality, trade, accommodations, dining, and professional services.
2. Event Revenue: The association organizes signature events including SMART (Annual Trade Show), SMILE (Innovation Linkup Event), Crystal Pineapple Awards, and St. Maarten Flavors culinary event that generate revenue.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SHTA is a non-profit membership association that represents private sector businesses on Sint Maarten across hospitality, trade, and professional services industries. It delivers advocacy, networking events, training programs, publications, an online member directory, and signature events (SMART trade show, SMILE, Crystal Pineapple Awards, St. Maarten Flavors) in exchange for membership dues and event-related revenue. Members gain access to industry data, member discounts, sustainability certification support, and representation in regulatory matters.

Product overview

SHTA (St. Maarten Hospitality & Trade Association) is a non-profit business membership organization representing the private sector on Sint Maarten. Rather than a unified software product, it offers a portfolio of services including the Members & Partners Directory (listing 20+ business categories), annual events (SMART trade show, SMILE innovation event), SHTA Academy training programs, publications (VISIT St. Maarten magazine), the St. Maarten Auction e-commerce platform, the Crystal Pineapple Awards recognition program, St. Maarten Flavors culinary campaign, hurricane preparedness resources, and policy advocacy through its Vision 2025 document. The association, founded in 1970 and representing the island's largest private business representative, focuses on advocacy, member benefits, and tourism promotion.

Differentiator

Problem solved

Functional benefit

Brands

• SMART: The Sint Maarten / Saint Martin Annual Regional Tradeshow, the largest travel platform in the Northeastern Caribbean for foreign tour operators, OTA's, local hoteliers, DMC's and excursions.
• SMILE
• Crystal Pineapple Awards
• St. Maarten Flavors
• SHTA Academy

Products and services

• SHTA Members & Partners Directory Online directory listing SHTA member businesses across 20+ categories including accommodations, dining, activities, banking, retail, and professional services in St. Maarten; serves members seeking visibility and visitors/operators seeking local providers.
• SMART (Sint Maarten / Saint Martin Annual Regional Trade Show) Largest travel platform in the Northeastern Caribbean connecting foreign tour operators, OTAs, local hoteliers, DMCs, and excursion providers for trade appointments; next event scheduled June 22-26, 2026.
• SMILE (Sint Maarten Innovation, Initiatives & Industries Linkup Event) Networking and business-update platform serving St. Maarten's business community with sessions on innovations and industry initiatives.
• SHTA Academy Practical training programs designed to help individuals build skills, improve service, and grow within St. Maarten's hospitality sector.
• VISIT St. Maarten / St. Martin Magazine Annual tourism publication by SHTA promoting St. Maarten/St. Martin as a travel destination and showcasing member businesses.
• St. Maarten Auction Online auction platform offering discounted hotels, dining, and island experiences at up to 50% off; operated as a fundraising initiative for the association.
• Crystal Pineapple Awards Annual recognition program honoring hospitality and trade personnel, organizations, and associations for their contributions to the tourism industry, held as a fundraising gala.
• St. Maarten Flavors Month-long culinary promotion in which St. Maarten restaurants and bars offer a selected signature dish or cocktail combination for a fixed price.
• St. Maarten Accommodation Hurricane Manual Preparedness guide for accommodation providers on the island detailing hurricane response procedures.
• Vision for St. Maarten 2025 Strategic policy document outlining SHTA's vision of an ideal Sint Maarten and serving as an advocacy framework.

Quantifiable outcome

• Over 45 years of consistent and professional services to members
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Oranje CaféminorGTM or Marketing Partner · 30 March 2017Venue partner for the first SXM Young Professionals Mixer at Walter Plantz Square organized by SHTA and ORCO Bank.
• Environmental Protection in the Caribbean (EPIC)coreStrategic or Co-development Partner · 23 March 2017EPIC and SHTA signed a collaborative agreement to promote sustainable tourism through Blue Flag and Green Key eco-label awards. The partnership was strengthened at Holland House Beach Hotel in Philipsburg.
• National Institute for Professional Advancement (NIPA)coreStrategic or Co-development Partner · 17 January 2017NIPA and SHTA signed MOU for work experience training program to benefit hospitality sector students and job seekers.
• University of St. Martin (USM)minorStrategic or Co-development Partner · 11 March 2015SHTA signed MOU with University of St. Martin during Educational Mixer at Melange Restaurant to strengthen educational ties.
• Caribbean Hotel & Tourism Association (CHTA)coreOthersSHTA is a member of the Caribbean Hotel & Tourism Association, gaining access to regional hospitality industry network and resources.
• International Organization of Employers (IOE)minorOthersSHTA is a member of the International Organization of Employers, connecting local business interests to global employer networks.
• Caribbean Employers ConfederationminorOthersSHTA is a member of the Caribbean Employers Confederation, participating in regional labor and employer policy discussions.
• Caribbean Society of Hotel Association ExecutivesminorOthersSHTA participates as a member of the Caribbean Society of Hotel Association Executives.
• ORCO BankcoreGTM or Marketing PartnerORCO Bank partnered with SHTA to sponsor the SXM Young Professionals Mixer drawing 120 business talents and other joint initiatives.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Jamaica Hotel & Tourist Association (JHTA): Jamaica's national hospitality association, representing hotels, restaurants, and tourism suppliers. Runs comparable advocacy, training, and awards programs and is a peer in size and scope, though in a larger market.
• Aruba Hotel & Tourism Association (AHATA): National hotel and tourism association for Aruba, very similar role to SHTA in promoting the destination, advocating for members, and training hospitality workers. One of the closest single-island Caribbean peers.
• St. Lucia Hospitality & Tourism Association (SLHTA): National hospitality and trade association for St. Lucia, performing the same advocacy, member-services, and tourism-promotion functions as SHTA but on a neighboring Caribbean island. Most directly comparable national-level peer.
• Puerto Rico Hotel & Tourism Association (PRHTA): Hospitality and tourism trade association for Puerto Rico, representing hotels, restaurants, and tourism suppliers. Comparable in mission, governance, and service offerings to SHTA, though in a larger and U.S.-regulated market.
• Bahamas Hotel & Tourism Association (BHTA): Long-standing national hotel and tourism association in The Bahamas, providing advocacy, member benefits, and destination marketing. Closely analogous to SHTA in mission and revenue model (dues + events).
• Barbados Hotel & Tourism Association (BHTA): National hospitality trade association in Barbados performing identical member-advocacy and tourism-promotion functions. Directly comparable to SHTA in business model and target member types.

Broad incumbents

• American Hotel & Lodging Association (AHLA): Major U.S. hospitality industry association providing advocacy, training, and certifications. Comparable as a broader-scale hospitality association, but operates in a much larger market and uses a different membership structure.
• Caribbean Hotel & Tourism Association (CHTA): Regional umbrella body for Caribbean national hotel and tourism associations, of which SHTA is a member. Directly comparable as a hospitality trade association operating in the same Caribbean geography, just at a regional rather than national level.

Emerging players

• SKAL International: Global professional association for tourism industry leaders. Comparable to SHTA as a peer-to-peer networking and industry advocacy body, but positioned globally rather than at a single destination.

Regional players

• St. Maarten Tourist Bureau: Government tourism marketing body for Sint Maarten, working alongside SHTA on destination promotion. Comparable in destination-marketing function but is a public-sector entity rather than a private membership association.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/shta
• Facebookfacebook.com/SHTA.SXM
• Instagraminstagram.com/shtasxm

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHTA | St. Maarten Hospitality & Trade Association