‘We Encourage Either Price Or Product Driven Packages’

The tourism industry in Mauritius is considered to be the third pillar of the economy after the manufacturing sector and agriculture. Tourism contributes significantly to economic growth and has been a key factor in the overall development of the island. Kavi Ghei, director of Trac Representations, representing Mauritius Tourism Promotion Authority (MTPA) in India, talks to Jyoti Koul about his plans to promote the destination in the country

What kind of revenue generation as well as tourist inflow are you looking at after activities like branding, tourism friendly initiatives etc?

Further to implementation of these activities, we are targeting a minimum growth of 12 per cent of tourist arrivals into Mauritius. We are also looking at a simultaneous increase in revenue through increased arrivals as well as by way of projecting higher class hotels and other allied tourism products.

How has the focus on exhibitions and roadshows helped to tap the international market. Do such activities increase tourist arrivals, if so by what per cent? How would you continue to innovate in future?

Exhibitions as well as roadshow only provide platforms for interaction between the suppliers and tour operators as well as consumers. However, it would not be possible to pin point the exact increase due to one stand-alone activity. But as part of the complete marketing plan these shows do bridge the gap between suppliers and consumers and at times help further enhance the distribution channels. India even today is gasping for international quality show dedicated to either trade or consumers.

Which markets are you currently focusing on and how? What are your strategies to tap different market segments? How feasible and beneficial has your approach been?

Initially, we were targeting the major metros, however we would like to increase our market share and we would be looking at other potential areas within the country for our destination. We are in the process of drafting our strategies for different markets. So unless we implement our strategies, it would be pointless to talk about how feasible and beneficial our plans will prove.

What challenges do you foresee in promotion of the destination?

The challenges ahead would be to further enhance the distribution channels, enhance the visibility of the destination and to cultivate new territories for the destination.

With the kind of boom witnessed in the tourism sector, what is the unique promotional packaging being planned by you? Also comment on the challenges that you are currently facing and ones you will encounter in future with the boom?

As a NTO (National Tourist Office) we encourage either price or product driven packages. However, for Indian agents it is important to carve their own niche in the travel and tours market and not to just follow the old trends.

During a boom period the biggest challenge for the travel trade to be innovative and apply new marketing skills and not to follow the old patterns and become part of the rat race.

What changes in the product presentation and its marketing have been planned to cater to various segments of the market?

From our tourism promotion authority’s point of view, we would like to introduce a new segment of high-end hotels and services to our discerning Indian clients. Our focus would be product-driven rather than price-driven.

What is the kind of seasonality that you see for this destination? What are the plans to decrease the difference so created?

Mauritius is an all year round destination, however outbound tourist season in India does impact the flow of tourist. Mauritius is also considered one of the prime honeymoon destination and thus the period for weddings also influences the tourist flow from India.

How much is the private sector involved in developing sustainable tourism and what are the plans in this regard?

Private sector is the backbone for developing as well as sustaining tourism in any country. We would be working on private and government partnerships to further enhance tourism.

What has been done in the field of developing entertainment avenues for the visiting tourists? How has it been shared between traditional and non-conventional activities?

Mauritius is known for its entertainment activities, and is traditionally known for three sightseeing tours. We have introduced some other activities like casino, underwater walks, catamaran cruises as well as submarine rides.

These were highlighted through various promotional programmes undertaken during the previous year and we would continue to highlight these in future.