The Surinamese government has identified the tourism sector as a key driver of economic growth, unveiling a new marketing strategy to propel its development. Presented by Simon McArthur & Associates (SMA) Tourism, an international consultancy firm, the strategy was introduced at the Cabinet of the President as part of a World Bank-supported initiative to strengthen the tourism industry. This follows an earlier presentation on the Value Chain for Tourism. Simon McArthur, Managing Director of SMA Tourism, highlighted Suriname’s exceptional tourism potential but noted a lack of clear positioning. ‘Promoting too many diverse products simultaneously creates confusion,’ McArthur stated. ‘We recommend a unified strategy focusing on one or two core aspects—our suggestion is culture and nature. Suriname offers unique experiences unmatched anywhere in the world.’ McArthur emphasized that visitors could become Suriname’s best ambassadors if experiences are consistently and professionally delivered, as reported by the Suriname Communication Service. However, he also pointed out structural challenges hindering tourism growth, including the absence of specialized tourism programs at local universities, a shortage of qualified personnel in the ministry and sector, and practical obstacles like limited international flight connections and a lack of efficient e-commerce systems for foreign payments. Minister Raymond Landveld of Transport, Communication, and Tourism acknowledged the critical observations made during the presentation but viewed them as opportunities for improvement. ‘It’s better to face reality than to mask it,’ he said. ‘We must now focus on making these plans actionable. The current policy direction shows immense potential.’ Rachel Pinas, Tourism Advisor at the Cabinet of the President, emphasized that operationalizing the Suriname Tourism Authority (STA) remains a top priority. ‘The law and governance structure are in place, but funding details need to be finalized,’ Pinas explained. ‘Once active, the STA will oversee promotion, marketing, and sector certification, as seen in other countries.’ The SMA Tourism marketing strategy is expected to be finalized by the end of this year, with implementation to follow by the government and industry stakeholders.