Now it’s Easier than Ever to Send Clients to this Charming French Island

Francophiles, rejoice: the beguiling French island of Martinique is now more accessible than ever. Both Delta and American Eagle recently boosted their number of flights from the United States to Martinique, making the Caribbean destination a more attractive option for agents and their clients. That’s great news for travelers looking for an island getaway that combines rich culture and interesting history with beautiful beaches and lush terrain.

Martinique’s French-speaking population of 410,000-plus is of mixed French, African and Indian ancestry, lending a multicultural panache to the island’s customs and cuisine. Between the many small towns hugging the Caribbean and Atlantic coastlines of the 426-square-mile island, sugar cane waves in the breeze, and vast pineapple fields cover the northern midlands. Although the sugar industry is in decline, owing to diminished export demand, Martinique continues growing cane to supply its many rum distilleries.

In fact, rum here is big business. Martinique has held the title of “Rum Capital of the World” since the 18th century. Distillers produce a bouquet of flavors, and entrepreneurs use rum in almost everything. Chocolate candies from Les Freres Lauzea in Lamentin, for example, tantalize the tastebuds with a combination of the island’s abundant cocoa pod nut, local rum and fruits.

Sightseeing
La Route des Rhums covers several distilleries where visitors enjoy tours and tastings. At Saint James Distillery in the town of Sainte-Marie, the two-story museum presents rum’s history via interesting displays of artifacts, tools, bottles and posters. A visit to the tasting pavilion is followed by a ride through the cane and banana fields in an open-air vintage train, as a guide explains the growth and harvest processes. Crowds from all over the island attend the annual Rum Festival held on these spacious grounds each December, where the events include a parade that marches behind a local “scratchy band,” dressed in traditional madras and playing instruments made from gourds and pods.

The 18th-century Habitation Clement in Francois – where former President George H.W. Bush and France’s Francois Mitterand met for a summit in March 1991 – includes a 17-acre Botanical Park displaying more than 300 tropical plants. The estate house, a historic monument, exhibits the works of Caribbean artists.

Visitors can also learn about the infamous event that occurred on Martinique on May 8, 1902 – the eruption of Mt. Pelee, the 20th century’s deadliest volcanic disaster. This catastrophe destroyed the west-coast town of Saint Pierre and killed all 30,000 inhabitants, except one prisoner who was saved by his cell’s thick walls (he cashed in on his fame by touring with the Barnum & Bailey circus). Some locals believe that a monk was also spared, but since he remained cloistered, details of his escape are sketchy.

A winding road nearly reaches Mt. Pelees crest, which stands higher than 4,000 feet and where hiking trails branch off (however, since the mountain is nearly always covered by clouds, the upward view is more impressive than the downward). Saint Pierre’s museum and the remains of town buildings give haunting glimpses of the disaster. The area is quite pleasant now, however, as several paved plazas along the shore provide benches, fountains and convenient areas for swimming off the black-sand beaches, shopping at craft stores, sipping cool drinks, and savoring French ices or pastries.

While Martinique’s French connections are evident throughout the island, Martinicans consider their most famous tie to France to be Josephine de Beauharnais, who was born in Trois Ilets in 1802, married Napoleon Bonaparte and became the Empress of France. The town’s quaint Josephine Museum depicts her life on Martinique and her influences on its history.

Fort-de-France, a typical island capital on a busy harbor, is a wonderful mix of architectural styles. Glistening-white City Hall contrasts with the ornate Schoelcher Library, circa 1893, a glorious blend of Florentine and Baroque styles that was built for the Paris Exposition in 1889, then shipped to and reassembled on the island. Tourists find French styles in the trendy shops on Rue de Victor Hugo and practical wares on the Rue de Republique pedestrian mall. Stop at Bucher, the city’s oldest store on Antoine Siger Street, to admire madras head ties and elaborate Easter bonnets.

At the capital’s busy market, shoppers will find row after row of household wares, clothing and crafts, as well as colorful and amazingly large fruits, roots and vegetables. Everything is neatly bunched, packaged or wrapped to catch the shopper’s eye, a customary attention to detail that extends to small roadside stands.

Fort-de-France is the port for cruise ship stops in Martinique. After touring the city, passengers can take a ferry across the harbor to Pointe du Bout and Trois Islets, the Left Bank of Martinique, where sidewalk cafes, restaurants, boutiques, crafts and street vendors abound. The Robert Trent Jones golf course offers cruise-passenger packages, including transfers, greens fees and shared carts.

For that special remembrance from Martinique, visit The Poterie (pottery) in Trois Islets, the Wickerwork Center in Sainte-Marie and Balata Botanical Garden just outside Fort-de-France. A captivating collection of figurines made entirely out of native plans by Martinican artist Will Fenton can be found at the Doll Museum on Leyritz Plantation. Nature lovers will enjoy Les Ombrages flower trail (they don’t call Martinique the “Isle of Flowers” for nothing) and the stunning waterfalls near Ajoupa Bouillon.

Dining
Visitors have the best of both worlds here, given the abundance of foods and blending of French and Creole cooking. Restaurant choices are endless, from funky beach snacks to elegant salons. Not surprisingly, fish is on every menu. Appetizers always include accras, small bits of fish rolled in a light batter. Go very local with blaff, a flaky shark dish in a spicy clear broth. On this French Creole island, wines are plentiful, breads are crusty, and desserts are decadent.

Accommodations
Martinique currently has 7,800 rooms spread among 103 resorts, hotels and small inns. Largest is the recently opened Club Med Buccaneer’s Creek, which debuted a $60 million revamp in December 2005. The new Club Med sits on the site of the original resort, which first opened in 1969. The all-inclusive resort features an oceanside infinity-edge pool, a Club Med Spa, gym and beachside entertainment area. Guests have the option of three restaurants – the signature La Belle Creole, which serves Creole cuisine; the Pays Meles main buffet restaurant; and Le Madou poolside grill. The resort has 293 remodeled rooms, including 44 suites, with such amenities as CD players, flat-screen TVs, pillow-top beds and large bathrooms.

The most prestigious is the Cap Est Lagoon Resort & Spa, a member of Relais & Chateaux, is located on the beach in Francois. This 50-suite boutique resort is rated four-star, with exceptional amenities including the main restaurant’s wine cellar and the en-suite cappuccino machines. Twenty-four Deluxe and seven Executive Suites boast outdoor showers and plunge pools. The spa offers exclusive Guerlain beauty care, a Japanese pool, a hammam and full range of treatments, from hydrotherapy to body wraps.

Sofitel Bakoua Martinique at Pointe du Bout has 134 rooms and five suites, a beachside pool, dining and watersports. It’s 20 minutes via an express launch connection to Fort-de-France, and the Robert Trent Jones golf course is nearby.

Plein Soleil reopened in mid-December with expanded facilities. Sixteen accommodations are situated in hillside cottages high above the sea in Francois. Four new, especially desirable suites have spacious bedrooms connected to an expansive living room/porch. Large bathrooms boast long double showers extending to outdoor plunge pools. A charming restaurant, open to balmy breezes and sea views, serves excellent dishes in a newly renovated great house.

Getting There
On December 16, Delta flew its first weekly nonstop flight from Atlanta to Martinique, and on February 1, American Eagle increased to daily its flights from San Juan. Both events greatly bolstered the island’s ongoing efforts to attract the lucrative American market. With the additional air traffic, a 10 to 12 percent increase in U.S. visitors is projected for 2007.

At Delta’s inaugural reception, Alfred Marie-Jeanne, president of the Regional Council of Martinique, spoke to the invited local crowd. “We must strive to welcome American visitors with standards to which they are accustomed,” he said. “That means additional amenities in hotels, familiar brand products in shops and service personnel who speak English. We have brought this connection to you. Now the ball is in your court.”

The Martinique Tourism Authority is doing its part with a $2.4 million marketing budget dedicated to the United States. “We re interested in the X generation (25 to 40 years old) and the active 40-plus market,” says Monique Macaire head of Martinique’s New York office. “Emphasis is on romance, honeymoons and our excellent cuisine. Martinique is also a prime yachting destination, served by several marinas, especially top-notch Marin.” The island is targeting travel agents through ongoing seminars, tradeshows, sales calls and fam trips. August and September 2007 will be Travel Agent Months in Martinique.