Shreya Shimpi
The Mauritius Tourism Promotion Authority (MTPA) recently held a press conference in Mumbai for the representatives of the travel trade media. Addressing BOTT on their long-term vision over the next five years, they said, “We are currently recording 1.44 million tourist arrivals per year, which is just over the pre-Covid levels. The vision for the next four years is to bring in 2 million tourists, which is a Government objective. While we are already positioned in the premium category, the experience side of visiting Mauritius has not been sufficiently promoted. We have largely focused on beaches and hotels, and we have to reposition that overall brand narrative. Under the brand promise- ‘Feel Our island energy’, MTPA plans to work with international consultants who have successfully repositioned other countries. The objective is to better understand evolving traveller preferences and attract the new-age traveller. We would also like to reassess our ecosystem and the whole customer journey in Mauritius, from the airport arrival, immigration, and taxi services. It then needs to be coordinated through the Ministry of Tourism, probably by the minister himself that will put all the stakeholders on the table and explain to them about promoting the island and bringing in two million visitors so that we can spend that money and do it. However, we need to ensure that the international traveller gets the experience that he has paid for and goes back with a heart full of memories”.
“Currently, we are number five as a source market from India, and we are looking at moving towards the fourth position, and as a campaign, we would see how we can provide the best value for money for the travellers visiting Mauritius”, they added, speaking about the India market.
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