Strategies for Enhancing Mauritius’ Tourism Sector Marketing: Lessons from Seychelles and Maldives and Capitalizing on Markets like China and India

Mauritius, a tropical island nation in the Indian Ocean, has long been celebrated for its pristine beaches, vibrant culture, and luxury tourism offerings. Tourism is a cornerstone of the Mauritian economy, contributing approximately 20% to GDP pre-COVID and employing around 10% of the workforce. Despite its strong foundation, Mauritius faces increasing competition from regional peers like Seychelles and Maldives, which have successfully positioned themselves as premium tourism destinations. Additionally, Mauritius has untapped potential to attract tourists from high-growth markets such as China and India. This article explores strategies for the Government of Mauritius to enhance its tourism marketing, drawing comparisons with Seychelles and Maldives and outlining ways to capitalize on emerging markets to deliver superior tourist services.

Mauritius’ Current Tourism Landscape

Mauritius has transformed from an agriculture-based economy to a diversified, upper-middle-income economy, with tourism playing a pivotal role. In 2018, the island welcomed 1,399,408 tourists, a 4.3% increase from 2017, with tourism receipts reaching US$949 million in 2012. The sector thrives on the island’s natural beauty, cultural diversity, tropical climate, and high-end resorts, particularly appealing to European markets. However, challenges such as climate change-induced sea level rise, coral bleaching, and air connectivity constraints, particularly for Asian markets, hinder growth. The government’s proactive measures, such as the “opening of the sky” policy and incentives for hotel construction, signal a commitment to growth, but more targeted marketing strategies are needed to compete globally.

Comparative Analysis: Seychelles and Maldives

Seychelles: Leveraging Niche Marketing and Sustainability

Seychelles, another Indian Ocean island nation, has positioned tourism as a primary economic driver, contributing over 70% of foreign exchange earnings and employing 30% of the workforce. In 2023, Seychelles welcomed 342,303 visitors, a modest increase from 324,386 in 2022, despite its smaller size and population compared to Mauritius. Key strategies include:

• Niche Luxury and Eco-Tourism: Seychelles targets high-end travelers with exclusive resorts and emphasizes sustainability through initiatives like the 2023 tourism environmental sustainability levy, which funds climate resilience projects. This aligns with global trends favoring eco-conscious travel.
• Open Skies Policy: Seychelles’ liberal aviation policy allows airlines flexibility to respond to market demands, increasing accessibility. For example, Emirates and Qatar Airways have boosted connectivity, contributing to record tourism numbers in 2006 and 2007.
• Targeted Marketing: Seychelles focuses on high-value markets, particularly Europe, and promotes its pristine marine environments and biodiversity, appealing to eco-tourists and adventure seekers.

Lessons for Mauritius: Mauritius could adopt a more aggressive open skies policy to enhance air connectivity, especially for Asian markets. Emphasizing eco-tourism, such as promoting its 1.3 million square kilometer Exclusive Economic Zone (EEZ) for marine-based activities, could attract sustainability-focused travelers. Additionally, Seychelles’ focus on niche luxury suggests Mauritius could further develop its premium visa scheme for long-stay travelers, such as digital nomads and retirees.

Maldives: Premium Branding and Targeted Market Expansion

The Maldives, renowned for its overwater bungalows and crystal-clear waters, has become a global symbol of luxury tourism. Tourism accounts for a significant portion of its economy, with a focus on high-end and honeymoon markets. Key strategies include:

• Premium Branding: The Maldives has cultivated a strong brand identity as a luxury destination, with private island resorts and personalized experiences. This has attracted high-spending tourists from Europe, the Middle East, and increasingly, Asia.
• Diversified Market Outreach: The Maldives has aggressively targeted emerging markets like China and India. China became a top source market due to targeted campaigns, increased flight connectivity, and tailored offerings like Mandarin-speaking staff and Chinese cuisine in resorts.
• Digital Marketing and Influencer Partnerships: The Maldives leverages social media and influencer marketing to showcase its picturesque landscapes, appealing to younger demographics and aspirational travelers.

Lessons for Mauritius: Mauritius could enhance its luxury branding by promoting its 5-star resort cluster, which currently outperforms lower-tier accommodations in occupancy rates. Investing in digital marketing campaigns, particularly on platforms popular in China (e.g., WeChat, Douyin) and India (e.g., Instagram), could boost visibility. Additionally, Mauritius could emulate the Maldives’ tailored offerings by training hospitality staff in languages like Mandarin and Hindi and incorporating culturally relevant amenities.

Strategies for Mauritius to Enhance Tourism Marketing

1. Strengthen Air Connectivity

Limited air connectivity, particularly for Asian markets, remains a significant barrier. In 2019, a reduction in airlift capacity led to a 5.6% drop in tourist arrivals from China and India. Mauritius could:

• Adopt a Liberal Aviation Policy: Following Seychelles’ model, Mauritius should expand its open skies policy to attract more international carriers, such as Chinese and Indian airlines, to increase direct flights. The entry of airlines like Air Seychelles and Air Belgium in 2021 boosted arrivals, demonstrating the impact of improved connectivity.
• Partner with Regional Hubs: Collaborating with airlines in hubs like Dubai, Singapore, or Mumbai could facilitate stopover programs, making Mauritius more accessible to long-haul travelers from Asia.

2. Targeted Marketing Campaigns for China and India

China and India represent high-growth markets with vast potential due to their large populations and rising middle classes. In 2012, Chinese tourist arrivals to Mauritius grew by 38%, and Indian arrivals remain significant due to cultural ties. To capitalize on these markets:

• Tailored Digital Campaigns: Develop campaigns on platforms like WeChat, Douyin, and Weibo for China, and Instagram and YouTube for India. Highlight Mauritius’ beaches, cultural festivals (e.g., Diwali, Chinese New Year), and adventure activities tailored to younger travelers.
• Cultural Customization: Train hospitality staff in Mandarin and Hindi, offer cuisine catering to Chinese and Indian preferences, and promote cultural events to resonate with these markets. The Maldives’ success with Chinese tourists underscores the value of such adaptations.
• Leverage Trade Agreements: The Comprehensive Economic Cooperation Partnership Agreement (CECPA) with India and the Mauritius-China Free Trade Agreement, both effective from 2021, provide a framework for promoting Mauritius as a business and tourism hub linking Asia and Africa.

3. Promote Eco-Tourism and Sustainability

Climate change poses a threat to Mauritius’ tourism sector, with 37 kilometers of coastline affected by erosion. Seychelles’ focus on sustainability offers a model for Mauritius to:

• Highlight Marine and Eco-Tourism: Promote activities like snorkeling, diving, and marine conservation tours within Mauritius’ EEZ. Partner with NGOs to develop coral restoration projects, appealing to eco-conscious travelers.
• Invest in Climate Resilience: The government’s allocation of 3.2 billion rupees to a climate fund for shoreline rehabilitation is a step forward. Publicizing these efforts can enhance Mauritius’ reputation as a sustainable destination.
• Eco-Certifications for Hotels: Encourage hotels to adopt green certifications, similar to Seychelles’ sustainability levy, to attract environmentally aware tourists.

4. Enhance Digital Presence and Influencer Marketing

The Maldives’ success with social media highlights the power of digital marketing. Mauritius could:

• Partner with Influencers: Collaborate with travel influencers from China, India, and other key markets to showcase Mauritius’ attractions. For example, featuring influencers at cultural events or luxury resorts could boost appeal.
• Virtual Tours and AR/VR Experiences: Develop virtual reality tours of Mauritius’ beaches, national parks, and cultural sites to engage potential visitors online, particularly in tech-savvy markets like China.
• User-Generated Content: Encourage tourists to share experiences on social media with branded hashtags, creating organic buzz and authenticity.

5. Diversify Tourism Offerings

To compete with Seychelles and Maldives, Mauritius should diversify beyond beach tourism:

• Cultural Tourism: Promote Mauritius’ multi-ethnic heritage through festivals, culinary tours, and historical sites like Aapravasi Ghat, a UNESCO World Heritage Site. This could appeal to Indian tourists with shared cultural ties.
• Adventure and Wellness Tourism: Develop hiking, water sports, and wellness retreats, targeting younger demographics and wellness travelers. Seychelles’ focus on adventure tourism provides a blueprint.
• MICE Tourism: Position Mauritius as a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination, leveraging its business-friendly environment and trade agreements with India and China.

6. Support MSMEs in Tourism

Micro, Small, and Medium Enterprises (MSMEs) are vital to Mauritius’ tourism sector but faced challenges during the pandemic. The government could:

• Provide Financial Literacy Training: As suggested by the UNDP, training MSMEs in financial literacy can help them access capital and pivot to new opportunities, such as digital booking platforms.
• Promote Local Experiences: Encourage MSMEs to offer authentic local experiences, such as homestays or craft workshops, to attract tourists seeking unique cultural interactions.

Capitalizing on Emerging Markets: China, India, and Beyond

Beyond China and India, Mauritius can target other high-potential markets like the Middle East and Africa, where it enjoys trade agreements and cultural ties. Specific strategies include:

• Middle East: Saudi Arabia saw a 109% increase in arrivals from January to March 2019, driven by Saudia’s flights. Mauritius could promote halal tourism and family-friendly packages to attract more Middle Eastern visitors.
• Africa: Leverage Mauritius’ role in the African Continental Free Trade Area (AfCFTA) to attract African tourists, particularly from South Africa, with tailored marketing emphasizing proximity and cultural connections.
• Europe and Beyond: Continue targeting traditional markets like France, Germany, and the UK with luxury and cultural tourism campaigns, while exploring emerging markets like Russia, which saw 58.9% growth in arrivals in 2012.

Mauritius has a strong foundation to enhance its tourism sector by learning from Seychelles’ sustainability focus and liberal aviation policies and the Maldives’ premium branding and market diversification. By improving air connectivity, tailoring marketing to high-growth markets like China and India, promoting eco-tourism, leveraging digital platforms, and supporting MSMEs, Mauritius can strengthen its position as a leading tourism destination. The government’s trade agreements and strategic location as a hub linking Asia and Africa provide a unique opportunity to attract diverse visitors. With a proactive and innovative approach, Mauritius can not only recover from pandemic-related setbacks but also surpass its competitors, achieving its goal of 2 million tourists by 2030.