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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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slide1

Formation pour le Tourisme

Pro Invest Scheme

Tourism Marketing in Mauritius

Daniel Saramandif

Consultant

February 2006

MEF

slide2

TOURISM IN MAURITIUS

Brief Historical Background

Early 1950’s - Birth of Tourism

1970 - Became a viable economic option

(after Independence)

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

slide4

Tourist Arrivals, Earnings & Contribution of Tourism to GDP

Source: cso

* Revised estimates

** forecast from BoM

slide7

4. Direct Investment in Tourism

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.

Source: BOI

slide10

THE MAIN GROUPS

OF HOTELS OPERATING

IN MAURITIUS

slide11

Package or inclusive tour

A package tour is defined as one in which airfare,

accommodation and

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!

slide14

SUMMARY

2005

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)

slide15

Marketing

  • The hotel industry spend between 5-8% of their turnover for direct marketing and this is currently in excess of Rs1Bn pa, ie Euro 41/ tourist.
  • The MTPA spend of Euro7/ tourist is insufficient for an effective positioning of Mauritius as an up market destination.
slide17

Participation in Fairs

Hotels Participate in the following fairs:

slide20

Structured sales with large TO’s such as Nouvelles Frontieres, Thomas Cook, etc..

Major Groups all have Offices within the main markets

slide21

One to one presentations with the main TO’s

Eductours organised for TO’s

Targeted approach in specialized media

slide22

Aggressive marketing via the mail channel and above the line marketing

‘Fidelisation’ in view of repeated guests

Preferential Packages for guests coming through TO’s

slide23

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..

slide24

Celebrity Marketing

Usually associated with luxury

Sponsorship of major international event

Affiliation to major Associations such as Leading Hotels of the World

slide25

Events Management

Accrued PR Management at hotel

Management Cocktails every week in Hotels

slide26

An obsession for guest satisfaction

Nothing but Excellence in the level of service

Etc…

slide28

Destination Marketing

  • Current Weaknesses
  • Low image in key markets – perceived as a price driven destination instead of quality driven destination.
  • Inadequate funding for the destination marketing
  • MTPA’s offices have limited resources and weak structures
  • Low destination brand awareness
  • Wide disequilibrium between Hotel groups’ visibility & Destination’s visibility.
slide31

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.