Seychelles strategises to win over European tourist market in 2015
By Philip Mwakio | December 30th 2014
Seychelles is looking to attract at least 70 per cent of the European market next year.
Speaking during the launch of an end-of-year marketing strategy, Seychelles Tourism Board (STB) director for Europe, Bernadette Willemin, said there is need for the country to increase demand in the European market, become more visible and upscale consumer promotions.
Mrs Willemin’s presentation gave details on the state of business in the European market, challenges and strategies that will be used in the coming year.
She said the aim for 2015 will be to have 70 per cent of the European market visit Seychelles, and for visitors from this market to choose the country’s islands as the top destination in the Indian Ocean.
“There are new market segments in Europe that Seychelles can tap into, and it is a plus that our islands still have a strong image and media presence in the European market. These positive traits should be maintained,’’ she said.
One of the strategies to be used to market Seychelles will be educational and awareness programmes. These will target customers in niche sectors and stimulate their interest in selecting Seychelles as a holiday destination.
Outlining the main objectives, Willemin said increasing customer awareness on the brand and visibility remain top priorities, along with dispelling myths and negative perceptions about the destination.
She added that the tourist board will also address the decline in visitor numbers in markets such as Italy and France, while increasing numbers from other markets in Europe.
Media-related strategies will be also incorporated in the 2015 plan. Further, travel agents will be provided with training and motivated to draw more visitors to the island nation.
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