MTPA to focus on amplifying its presence and enriching visitor experience in 2024
The Mauritius Tourism Promotion Authority (MTPA) is poised to effectively navigate challenges and sustainably promote Mauritius as a premium tourist destination in 2024 through a comprehensive strategy encompassing market expansion, strategic positioning, digital engagement, and a focus on diverse and sustainable offerings. Arvind Bundhun, Director, MTPA, shares more insights.
Mauritius’ tourism sector has long been a cornerstone of the island country’s economy. MPTA remains steadfast in its commitment to bolster tourism by employing strategic marketing, fostering infrastructure development, and championing sustainability initiatives.
MTPA’s primary goal is directed towards accelerating its efforts to enhance brand visibility, bond with the travel trade, expand its market reach to Tier 2 and Tier 3 cities in India and ultimately increase tourist arrivals for the Indian market in 2024. The core objectives of MTPA will focus on leveraging digital platforms and enhancing a strong digital presence while fostering new trade relationships and strengthening existing partnerships within the travel industry.
“We are exploring opportunities to target emerging markets, particularly in regions where there is a growing interest in experiential and sustainable tourism. Collaborative efforts with travel agencies and influencers will be key in expanding our reach in cities beyond Mumbai, New Delhi, Ahmedabad, Bengaluru, and Chennai,” says Bundhun.
Beyond Beaches
Mauritius is a stunning land filled with coconut trees and blessed with beaches that greet the eyes everywhere, whilst the people and the culture rule the heart of this destination. However, Mauritius faces competition from many island destinations offering beach experiences. A heaven for honeymooners, this destination has a lot more to offer. The differentiating factor for Mauritius lies in its rich and wide variety of beyond-the-beach and unique blend of immersive and cultural experiences, live-like local opportunities, diverse landscapes, and a strong emphasis on sustainable tourism practices. It is a destination that transcends beyond honeymooners catering to families, multigenerational travel, MICE, celebrations, weddings, golf, and film shootings, and MTPA is promoting the island to welcome all segments of tourists.
"While there is ever-growing competition from existing and new destinations, it is therefore imperative for MTPA in their positioning and messaging to focus on differentiating Mauritius as unique. It is crucial to keep informed of and evolve travel trends, preferences, and consumer behaviour so that the destination and its products are adapted to stay relevant, satisfy the requirements of the Indian traveller, and appeal to diverse traveller segments. Furthermore, accessibility and visa-upon-arrival facilities will be focused on,” explains Bundhun.
Campaigns and Collaborations
MTPA is also developing marketing campaigns to showcase its cultural richness and exclusive offerings to stand out in a competitive landscape. The recent ‘Feel Our Island Energy’ campaign has recently been awarded best campaign. Forging collaborations with travel industry partners, airlines, and stakeholders to collectively address challenges and enhance the overall tourism experience by adopting these strategies, MTPA aims to navigate potential challenges effectively and sustainably promote Mauritius as a premium tourist destination in 2024.
Bundhun says, “All our 2024 activities aim to create an aspiration to travel to Mauritius, and we are engaging heavily on digital platforms, along with consistent and increased campaigns in the travel trade. MTPA will continue promoting the destination with a focus on digital platforms and social media, along with other platforms. B2B-generated joint campaigns and campaigns with TOs and airlines will be elaborated upon. To increase the level of engagement with the trade, MTPA is planning to conduct roadshows, workshops, and familiarisation trips for tour operators, MICE agents, wedding planners, golfers, film production houses, and media.
Cultivating Resilience
In light of insights gained in 2023, the paramount importance of agility is in effectively responding to unforeseen challenges. As part of its commitment to continuous improvement, MTPA is strategically enhancing its crisis communication plans and cultivating resilience within its tourism ecosystem. MPTA’s key metrics for 2024 will include tourist arrival numbers, engagement on digital platforms, and the success of sustainability initiatives. Customer satisfaction and feedback will also play a crucial role in evaluating the effectiveness of their strategies.
Anticipated Boost in Arrivals
While Mauritius continues to be an aspirational destination considering its diverse products and attractions, Bundhun expects to see a boost in Indian arrivals from the honeymoon, weddings, families, MICE, and other segments as well. “We also anticipate a rise in demand for eco-friendly and immersive experiences. With so many destinations vying for the Indian traveller, those that provide value for money, ease of visa, and direct connectivity will definitely be preferred in 2024,” concludes Bundhun.