PEAKLIFE

By Neha Mehrotra

Nestled in the serene waters of the Indian Ocean, Mauritius stands as a coveted gem among global tourist destinations. Celebrated for its unspoiled beaches and verdant landscapes, the island offers far more than just tropical allure and the Mauritius Tourism Authority has been at the forefront of promoting a compelling blend of sustainable practices, culinary delights, adventure tourism, luxury accommodations, and rich cultural experiences for travellers from across the world. With a keen eye on India as a prime tourism market, the island destination has been proactively marketing itself for Indian travellers seeking family getaways, MICE events, weddings, and adventure tourism.

In an exclusive interview with PEAKLIFE, Mr. Arvind Bundhun, Director of the Mauritius Tourism Promotion Authority, shares insightful strategies and initiatives aimed at further enhancing tourism for Indian travellers and forthcoming plans for the destination.

1. How important is the Indian market for Mauritius?

Mr. Arvind Bundhun: India stands prominently as one of the top 10 source markets for Mauritius. The long-standing historical and cultural ties between India and Mauritius serve as the bedrock for a robust relationship, perpetually strengthening collaborative efforts through various marketing initiatives. Mauritius has seen an increase in passenger arrivals post-COVID year on year. The recent launch of direct flights from Chennai by Air Mauritius serves as a testament to the strengthening ties and increasing demand for travel from India to Mauritius.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Mr. Arvind Bundhun: Beyond the allure of its beaches, Mauritius stands out for its commitment to providing diverse experiences, ensuring that it is not just an island destination but a holistic retreat. Cultural immersion is another highlight, with opportunities to visit temples and museums and experience local festivals. The chance to sample authentic Mauritian cuisine, blending Indian, Creole, and French flavours, is a big draw. Additionally, adventure activities like snorkelling, diving, hiking, and quad biking appeal to their sense of adventure. Indian tourists also enjoy exploring local markets and shopping centres for souvenirs and handicrafts. Finally, the luxury amenities offered by Mauritius’ resorts, spas, and golf courses ensure a comfortable and indulgent stay for Indian visitors.

3. Could you share some insights or initiatives to enhance the overall experience for Indian travellers?

Mr. Arvind Bundhun: The Mauritius Tourism Promotion Authority (MTPA) has embarked on a series of initiatives aimed at enriching the travel experience for Indian travellers. MTPA has intensified its activities to educate Indian tour operators and travel agencies, providing them with insights about Mauritius to help tailor tour packages that cater to Indian preferences. These efforts include joint marketing initiatives, roadshows, destination presentations and various trade exhibitions across India. Moreover, MTPA is actively engaged in digital media, where we promote the diverse attractions and experiences available in Mauritius, and MTPA proactively engages with the visitors to provide all relevant information on Mauritius.

4. What steps are you taking to make Mauritius a sustainable destination?

Mr. Arvind Bundhun: Mauritius is actively engaged in a long-term sustainability initiative, notably the SUS-ISLAND project led by the Mauritius Tourism Authority (MTA). This project aligns with the vision of developing a sustainable and green destination through tourism innovation. The aim is to enhance positive sustainability impacts (handprint) and minimise negative sustainability impacts (footprint), contributing to the overall sustainability and resilience of the island.

The pursuit of sustainability in Mauritius has been an enduring journey marked by the development of stringent regulations. The construction of properties with over 50 rooms now mandates the inclusion of sewage treatment plants, a partial reliance on solar energy, and the use of biodegradable products. Moreover, the ban on single-use plastic and the provision of tax rebates for electric vehicles highlight the commitment to reducing carbon footprints. We believe that tourism should be sustainable and equitable. Currently, we are working with GSTC towards certification of Mauritius as a sustainable island by 2030.

5. Lastly, what’s next?

Mr. Arvind Bundhun: Our goal is to position Mauritius not just as a destination but as an aspirational experience, drawing parallels with luxury and exclusivity. In terms of brand positioning, our emphasis lies in the up-market segment, leveraging both public relations and consumer-driven strategies. To expand our footprint, we are actively exploring niche segments such as golf, film-induced tourism, and MICE. This involves a multi-faceted approach encompassing social media, television, cinema, reality shows, and celebrity endorsements.