By Ivan Cairo

PARAMARIBO — In a strategic shift aimed at revitalizing Suriname’s tourism industry, the Suriname Hospitality and Tourism Association (Shata) is teaming up with international travel bloggers and influencers to position the country as a compelling destination on the global stage. The initiative forms part of a broader effort to modernize the sector and improve service standards across the board.

“We’re no longer thinking local—we’re thinking global,” said Shata chairman Egon von Foidl. “For too long, Suriname focused primarily on the Dutch market because it was easy—shared language, historical ties—but if we want to grow as a tourism destination, we must broaden our horizons.”

According to Von Foidl, the organization is shifting its attention to key international markets including Europe, Asia, and especially the Americas, citing the latter’s proximity and the vast potential of a tourist base exceeding 400 million people.

Global Voices, Local Impact

One key component of Shata’s strategy is the use of travel influencers and journalists to generate authentic, far-reaching exposure.

“We strongly believe in bringing these voices to Suriname—letting them experience our country firsthand, and then share that experience with their massive audiences,” Von Foidl explained.
“A single influencer can reach 10 to 15 million people. That’s far more effective than distributing brochures to a few hundred trade show visitors.”

In February, Shata hosted three prominent travel bloggers, including one of China’s most influential travel journalists with a follower base exceeding 5 million. Two American influencers were also part of the visit. Collectively, the trio has a combined reach of over 20 million followers.

“He’s the biggest Chinese travel blogger and he wrote very positively about Suriname,” Von Foidl said.
“If we can continue to reach audiences of that scale, the effect will be transformative. That’s why we’re planning to invite even more international journalists and influencers in the months ahead.”

Addressing Long-Standing Obstacles

Despite the optimism, several logistical hurdles continue to hinder Suriname’s tourism ambitions—chief among them, air connectivity.

Traveling from the United States to Suriname typically involves indirect routes through Aruba, Curaçao, or Georgetown, making the journey both lengthy and inconvenient.

“We’re in discussions to explore the possibility of direct flights from US carriers,” Von Foidl confirmed.

Also, traveling from Europe to Suriname is a challenge.

“From Europe, we have KLM and SLM, but ticket prices remain a problem. It can cost up to $1,200 to fly from Paramaribo to Amsterdam—far more than flying from the Netherlands to Shanghai. That disparity discourages travelers.”

The arrival experience at Johan Adolf Pengel International Airport (Zanderij) is another concern. The lack of passenger boarding bridges, outdated luggage handling systems, and cumbersome immigration procedures all contribute to a less-than-ideal first impression.

“We’re working with immigration authorities to improve service levels,” Von Foidl said, noting that 60 immigration officers are scheduled to receive customer service training. “Hopefully, that will enhance the arrival experience.”

He also acknowledged frequent complaints about confusing visa procedures and new application forms. Shata is currently in direct contact with the company responsible for processing tourist visas to streamline the process.

“Many travelers face problems upon arrival, even though they’ve paid for a tourist visa. That’s unacceptable. We are actively working to simplify the entry process and are making good progress.”

Rebranding Suriname

To support these efforts, Shata has brought on board communications specialist Karin Refos to help rebrand Suriname as a modern and distinct travel destination. A fresh tagline and a global marketing campaign are in the works to give the country a recognizable and appealing identity in international markets.

“We’ve only been in this leadership role for a few months, but the branding and marketing plans are already underway,” said Von Foidl.

Responding to political aspirations that Suriname could evolve into a regional aviation hub, Von Foidl offered a dose of realism.

“If you want to be a hub, you need infrastructure to match. One baggage carousel won’t cut it. Even with the ongoing renovations, the current airport setup doesn’t meet the requirements of a hub. We’d need to seriously improve or build a new airport. I hope I’m wrong, but realistically, we’re not there yet.”