The Seychelles Tourism Board (STB) will now focus on marketing Seychelles as a tourism destination as part of government’s restructuring measures to make it more relevant in addressing the industry’s challenges.

The Minister for Tourism and Culture Alain St Ange made this announcement yesterday at the annual tourism marketing meeting held at Le Meridien Barbarons hotel.

He added that the Ministry of Tourism and Culture will assume the regular trade functions of product and standard as well as policy and international cooperation while the events management department will move into a new national body being set up.

Mr St Ange said the decision for the restructuring is to be able to consolidate the country’s position as a tourism destination.
He made an appeal to various actors to come together to make the tourism industry work as marketing Seychelles is not solely the responsibility of the STB and people of the trade.

Attending the meeting were principal secretary for tourism Anne Lafortune, STB’s chief executive Sherin Naiken and its deputy chief Nathalie Didon.

Others present were director for marketing Rose-Marie Hoareau, heads of Seychelles tourism offices abroad, locally based marketing and other key staff of the STB as well as trade partners from various sectors of the industry.

The meeting is a chance to look at how the industry and STB have performed and improvements to be made for next year.

It also gives the board the chance to present the previous year’s quantitative analysis, assess its marketing activities and look at its achievements and challenges for the year.

Mr St Ange said tourism has performed well in 2013 and by year end visitor arrivals is expected to increase by at least 10% to reach over 228,000 visitors and set another record for the country.

“Despite the lack of direct nonstop access to Europe, our main core market has rebounded and increased by 10%. Indeed Europe remains the largest market for Seychelles and this is being led by France, Germany, Italy and Russia,” he noted.

“Diversification of tourism markets continues to bear real gains with an increase of visitors from Asia about 21% in particular China up 74% and the Middle East by 11%.”
Asia is now the second largest market followed by Africa with South Africa increasing by 10%.

Mr St Ange said the STB foresees an increase of between 5% to 8% in visitor arrivals over the 2013 figures for next year.
“As we endeavour to intensify efforts in our emerging markets in Asia, the Middle East and the Americas, we are conscious that adequate research continues to be required,” he said.

“This is of prime importance as it will help us in targeting the right kind of marketing to the right clientele as well as working with the partners such as tour operators and that of the media.”

“There is a need to reflect seriously before looking at new offices and opening new markets because we are unable to service these markets and then deserts the destination,” he added.

“For 2014, the STB’s strategies also include keeping on developing our niche markets with potential to be explored further. Sailing and cruise ship tourism is one where the time is now ripe to capture the growing market.

“As piracy in the Indian Ocean begins to be less of a threat, we must prepare for 2014 and beyond,” he said.

Mr St Ange added that in our aim to continue promoting Seychelles as an affordable destination, there is a need to keep working with smaller establishments to help them become more active in the world of marketing and in sales.

“Affordable accommodation must be marketed and the right markets for them should be targeted,” he said.

He added that the Ministry of Tourism and Culture and the STB endeavour to look at the small operators which support the tourism industry.

Mr St Ange said following discussions with STB’s CEO, proposals are now in place to have a dedicated senior marketing executive to work with and for small home-grown Seychellois establishments to give them more visibility and prepare them in facing competition.

By mid next year, we would also hopefully have a new destination and corporate website and e-marketing tools which would put us out far to other leading tourism destinations, he said.
Ms Naiken said Seychelles’ tourist arrivals have grown at an encouraging rate and this is a great achievement.

Seychelles is today more visible more than ever and there is hope and optimism for the future, she added.

During the meeting there were presentations given by directors of marketing for the various regions’ overseas offices. 
Views and suggestions were shared after the presentations.

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