Formation pour le Tourisme Pro Invest Scheme Tourism Marketing in Mauritius Daniel Saramandif Consultant February 2006 MEF TOURISM IN MAURITIUS Brief Historical Background Early 1950’s - Birth of Tourism 1970 - Became a viable economic option
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Pro Invest Scheme
Tourism Marketing in Mauritius
Brief Historical Background
Early 1950’s - Birth of Tourism
1970 - Became a viable economic option
1985 - Grew into a powerful engine
of growth for the economy
1990’s - A major economic force in Mauritius.
Since 2000 - Tourism on a fast development
track for more wealth and job creation.
2005 - Major Strategic Decisions
* Revised estimates
** forecast from BoM
Rs 11.9 Billion since 2001, including renovation costs of 17 establishments and cost of 8 new establishments, as per Tables below. Another 16 Billion is in the pipeline for 15 additional establishments until 2008. Total Investment amounts to Rs 35.9 Billion.
OF HOTELS OPERATING
A package tour is defined as one in which airfare,
other items such as meals, sightseeing,
car hire are included in the
tour price paid before departure from the home country.
The package may include other countries besides Mauritius.
Nearly 75% of tourists come on a Package!
Number of Hotels : 103
Number of Rooms : 10,640
Average Occupancy Rates : 61.0%
Number of Visitors - 2005 : 761,063 (5.9 %)
(2006 Forecast) : 837,170 (10%)
Average Length of Stay : 10.35 nights
Total Receipts : Rs 25,600 millions
Employment Opportunities : ± 72,100
(Direct and indirect)
Capital investment : over Rs 15 Bn (2000-05)
% Contribution to GDP : 7.8 % (approx)
Hotels Participate in the following fairs:
Structured sales with large TO’s such as Nouvelles Frontieres, Thomas Cook, etc..
Major Groups all have Offices within the main markets
Eductours organised for TO’s
Targeted approach in specialized media
‘Fidelisation’ in view of repeated guests
Preferential Packages for guests coming through TO’s
Promotion in off peak seasons where Room rates go as low as 35% of normal tariff
Branding of the Hotels such as One&Only, Beachcomber, Naiade, etc..
Usually associated with luxury
Sponsorship of major international event
Affiliation to major Associations such as Leading Hotels of the World
Accrued PR Management at hotel
Management Cocktails every week in Hotels
Nothing but Excellence in the level of service
To reduce the dichotomy between the hotel environment and the destination environment
Mauritius needs to make a special effort to align the overall environment of the destination with that of hotels.