In the wake of the past year, pivotal lessons have surfaced, underscoring the crucial role of stakeholder collaboration, adaptability to shifting travel trends, and in-depth market research in understanding evolving tourist preferences. Bernadette Willemin, Director General, Destination Marketing, Tourism Seychelles, affirms that these insights are the bedrock for refining strategies in 2024 and shaping more precise and tailored marketing campaigns.
– Prashant Nayak
Seychelles, an archipelago of 115 islands located in the Indian Ocean, relies on tourism, drawing visitors with pristine beaches, coral reefs, and upscale resorts. Tourism Seychelles globally markets the destination, engaging in strategic planning and campaigns to position Seychelles as a competitive and attractive destination in the global tourism market.
Market Diversification
The primary goals and objectives of Tourism Seychelles for 2024 encompass pivotal initiatives aimed at fortifying and diversifying the tourism sector in Seychelles. At present, the European market stands as their primary source, contributing 72 per cent to their overall arrival figures. Recognising the significance of market diversification, their focused ambition is to enhance their global market share, and this entails expanding their reach beyond Europe and cultivating new source markets to attract tourists and visitors from diverse regions across the world.
“Our strategy involves an intensified focus on strategic markets, such as India and China, while not neglecting our Middle Eastern markets, the American market, to augment our tourist influx. We are also making a concerted effort to enhance connectivity to facilitate easier access for tourists from these burgeoning markets to and within the Seychelles islands. Furthermore, as a small nation reliant on tourism, we continue to push the incorporation of sustainability and resilience into our tourist economy, emphasising responsible practices to safeguard our pristine natural resources and cultural heritage,” says Bernadette.
Challenges and Competition
Tourism Seychelles continues to work on solving any logistical hurdles in connecting to new and existing markets, as well as adapting to varied cultural preferences and travel patterns. Bernadette notes that the organisation has been in discussions with international partners to improve aviation connections, including strategic alliances with airlines. Thorough market studies are underway for a better understanding of the preferences and behavioural patterns of tourists from emerging markets, allowing them to tailor their offerings to suit their needs and highlight the elements of the islands that appeal to the travellers.
While Seychelles is situated among other Indian Ocean Island states that attract a similar tourist demographic, it stands out as a unique gem. Bernadette enthusiastically emphasises, “As a tropical vacation destination, our unique qualities distinguish us from the competition. Beyond our incredible biodiversity, pristine natural beauty, and vibrant heritage, Seychelles offers guests the ideal island-hopping experience. Unlike other island nations that limit tourists to one island, we open the door to a world of immersive experiences, offering profound insights into local culture and traditions.”
Emerging Trends Influencing Tourism
Bernadette observes a clear trend emerging among travellers as they prioritise what is truly important to them while making travel plans. In 2024, the emphasis will shift towards deeper encounters that leave a profound mark long after their visit. This paradigm shift indicates a desire for meaningful and rewarding experiences that go beyond the surface level of tourism. “Recognising travellers’ growing eco-consciousness, we realise the necessity of providing greener options, not only for transportation but also for the sites they choose to visit. In light of this increasing trend, we are committed to positioning ourselves as a sustainable destination. By aligning with these ideals, we want to appeal to the expanding community of ecologically concerned visitors looking for locations that share their dedication to responsible travel practices,” explains Bernadette.
She further adds, “We will continue to promote our location as an excellent choice for private group travel, wellness, and culinary experiences. By emphasising these aspects, we want to attract people seeking personalised and intimate travel experiences, whether through private group getaways, health retreats, or culinary explorations.”
India-inclined Strategies
Tourism Seychelles’ forthcoming marketing campaigns for 2024 will spotlight the destination’s unique natural allure, cultural richness, and unwavering dedication to sustainable tourism. With targeted digital marketing initiatives tailored to specific demographics in India, they aim to showcase the distinct offerings of the island paradise to Indian travellers, appealing to their sense of adventure, desire for wellness, and taste for good food. They also plan to invest more efforts in fostering trade relations in the country since India has a lot of untapped potential to become an important source market for the Seychelles Islands.
