Daniel Saramandif

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Formation pour le Tourisme Pro Invest Scheme
Tourism Marketing in Mauritius
Daniel Saramandif Consultant
February 2006 MEF
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TOURISM IN MAURITIUS
Brief Historical Background
Early 1950s - Birth of Tourism
1970 - Became a viable economic option
(after Independence) 1985
- Grew into a powerful engine of growth for
the economy 1990s - A major
economic force in Mauritius. Since 2000 -
Tourism on a fast development
track for more wealth and job creation.
2005 - Major Strategic Decisions
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TOURISM IN FIGURES
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• Tourist Arrivals, Earnings Contribution of
  Tourism to GDP

Source cso Revised estimates forecast from
BoM
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2. Growth in Tourist Arrivals, Room Capacity,
Seat Capacity

• Source cso
• Estimate

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3. Employment in Tourism (Hotels Restaurants
Travel)
forecast Source CSO
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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
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5. Tourist arrivals Major Markets

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Main Groups of Hotels
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THE MAIN GROUPS OF HOTELS OPERATING IN MAURITIUS
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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!
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98 of tourists travel by air
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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)

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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.

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How does the Private Sector Market its Products???
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Participation in Fairs Hotels Participate in the
following fairs
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Structured sales with large TOs such as
Nouvelles Frontieres, Thomas Cook, etc.. Major
Groups all have Offices within the main markets
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One to one presentations with the main
TOs Eductours organised for TOs Targeted
approach in specialized media
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Aggressive marketing via the mail channel and
above the line marketing Fidelisation in view
of repeated guests Preferential Packages for
guests coming through TOs
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Promotion in off peak seasons where Room rates go
as low as 35 of normal tariff Branding of the
Hotels such as OneOnly, Beachcomber, Naiade,
etc..
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Celebrity Marketing Usually associated with
luxury Sponsorship of major international
event Affiliation to major Associations such as
Leading Hotels of the World
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Events Management Accrued PR Management at
hotel Management Cocktails every week in Hotels
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An obsession for guest satisfaction Nothing but
Excellence in the level of service Etc
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AHRIM POSITION ON DESTINATION MARKETING
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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
• MTPAs offices have limited resources and weak
  structures
• Low destination brand awareness
• Wide disequilibrium between Hotel groups
  visibility Destinations visibility.

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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.
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Thanking you