Saint-Martin and Saint-Barthélemy are set to become the backdrop for an important tourism promotion initiative connected to Miss France 2027. During IFTM Top Resa in Paris, one of France’s leading professional tourism trade shows, the Saint-Martin Tourist Office and the Collectivité de Saint-Barthélemy announced, in collaboration with the Miss France Organization and Air Caraïbes, the upcoming visit of the 31 regional contestants competing for the Miss France 2027 title.

The visit represents an opportunity to showcase the Northern Islands to a broad French and international audience, highlighting their landscapes, heritage, culture, gastronomy and tourism experiences. For Saint-Martin, the initiative also comes as the destination launches its new promotional campaign, “St Martin, It’s a Feeling!”, designed to communicate the island’s identity and the experiences it offers beyond its beaches.

The campaign emphasizes one of Saint-Martin’s key tourism assets: its diversity. The island brings together different cultural influences, a strong culinary identity, marine activities and a wide range of tourism experiences for international visitors.

A promotional platform for the Northern Islands

The Miss France initiative follows Saint-Martin’s participation at IFTM Top Resa, where the destination was represented alongside several local tourism stakeholders, including La Playa Hotel, Star Clippers, Avis, Caribbean Incentives and Travel Emotions.

The visit by the 31 contestants is expected to provide a significant platform for presenting Saint-Martin and Saint-Barthélemy to audiences in France and beyond. Beyond the beauty-pageant component, the initiative is intended to contribute to the visibility and positioning of the two islands as destinations within the French Caribbean.

The project also highlights cooperation between tourism organizations, destinations, private-sector companies and airline partners.

The involvement of Air Caraïbes further underscores the importance of air connectivity between the French market and the Northern Islands, supporting the accessibility of the destinations for travelers.

For Saint-Martin, the initiative forms part of a broader promotional approach that places emphasis not only on beaches and scenery, but also on gastronomy, culture, experiences and hospitality.

The arrival of the Miss France 2027 contestants therefore offers Saint-Martin and Saint-Barthélemy a new international showcase—bringing the identity and attractions of the Northern Islands to a much wider audience.