Seychelles Tourism Board is focusing on a forward-looking strategy that aims to enhance the value derived from tourism by prioritising modest growth rates with a higher value per visitor, a senior tourism official said.
This strategy includes significant investments in product diversification, with a strong emphasis on entertainment, gastronomy, and unique food and beverage experience, Sherin Francis, Principal Secretary, Tourism Seychelles, told TTN Middle East.
Cultural tourism also features prominently in the new plan, highlighted by regular bazaars on the islands where tourists can immerse themselves in the local community and partake in community-based experiences such as cooking traditional meals and learning local dances.
A crucial element of Seychelles’ tourism strategy was its strong participation in the recent Arabian Travel Market (ATM).
The Gulf Cooperation Council (GCC), particularly the UAE, represents a burgeoning market for Seychelles. The aim at ATM was to fortify existing partnerships and forge new alliances with key industry players, including airlines, travel agents, tour operators, and the media, while updating them on the latest developments in Seychelles, said the official.
Reflecting on recent growth, she said Seychelles reported a promising 6% increase last year and a 7% uptick year-to-date. Post-Covid, the visitor demographic has diversified, with a healthy mix of Western European, Russian, Israeli, and Emirati tourists.
Marketing efforts are now highlighting the rich experiences Seychelles offers beyond its pristine beaches. Attractions such as nature walks are particularly popular, and the country is targeting a diverse audience, including millennials, to ensure a balanced marketing mix.
Seychelles has evolved from being solely a honeymoon destination to attracting families, groups of friends, and the elderly, thanks to an array of child-friendly resorts and varied entertainment options, she continues.
The focus on high-value tourism extends beyond luxury to adventurous visitors who engage actively with the destination, thereby contributing to the local economy. This approach aims to craft memorable experiences rather than mere expenditure, encouraging visitors to delve into the Seychellois experience for increased spending and value for both the tourists and the nation.
In terms of visitor numbers from the Gulf region, Seychelles has welcomed close to 6,000 guests in the first four months of the year, predominantly from the UAE. While growth from the UAE has been stagnant post-Covid, there is a rising interest across the Gulf.
As a small island nation, Seychelles faces the challenge of competing in a vast tourism market without the extensive promotional budgets. The focus is on developing niche tourism, emphasising personal connections over mass advertising, said.
“The Seychelles brand is about fostering relationships and conveying the essence of the nation to potential visitors. Marketing efforts are centred on direct engagement, working closely with travel partners, collaborating with the media, and conducting consumer activations,” Francis said.
Partnerships with airlines such as Emirates, Etihad, and Qatar Airways are also key for the country.