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					     Formation pour le Tourisme
         Pro Invest Scheme

Tourism Marketing in Mauritius
              Daniel Saramandif
                 Consultant

                  February 2006
                      MEF
TOURISM IN MAURITIUS


   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
TOURISM IN FIGURES
1.Tourist Arrivals, Earnings & Contribution of Tourism to GDP


              Tourist     GROSS     Average
              Arrivals   EARNIN     Exp. Per   VALUE ADDED in
                         GS in Mn   Tourist       Hotels and
YEAR                       Rs.        (Rs)       Restaurants    As a % of GDP
2001*        660,318      18,166     27,511         8,693            7.4
2002*        681,648      18,400     26,888         8,923            7.1
2003*         702,018     19,397     27,630         9,427            6.9
2004*         718,861     23,448     32.618        11,302            7.5
2005          761,063    25,600**    33,637       12,730**           7.8


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




                                                               Total Seat
YEAR          Arrivals   Growth   HOTELS    ROOMS     Growth    Capacity      Growth
2001          660,318     0.6%       95      9,024      na     2,363,920        na
2002            18166     3.0%       97      9,857     9.2%    2,553,033       8.0%
2003            18400     3.0%       96      9,638    -2.2%    2,509,908      -1.7%
2004            19397     2.4%       97      9,944     3.2%    2,542,344       1.3%
                                                               2,566,405
2005            23448     5.9%      103      10,602    6.6%        *           1%




  Source: cso

  Estimate
         3. Employment in Tourism (Hotels + Restaurants + Travel)



                                                                            TOTAL
        DIRECT EMPLOYMENT                     TOTAL DIRECT   ESTIMATED
                                                                          DIRECT AND
                                                                            INDIRECT
YEAR     HOTELS       RESTAURANTS    TRAVEL   EMPLOYMENT      INDIRECT
                                                                          EMPLOYMENT
                                      AND
                                    TOURISM                                IN TOURISM
                                               IN TOURISM    EMPLOYMENT
                                                                            (Estimates)
2001      15,023         1,269       3,652       19,944        39,000         58,944
2002      15,890         1,252       3,974       21,116        41,000         63,261
2003      16,497         1,719       4,045       22,261        43,000         65,261
2004      16,853         1,623       4,137       22,613        45,000         67,613
2005*     19,000         1,800       4,300       25,100        47,000         72,100




        *forecast
        Source: CSO
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
                                    5. Tourist arrivals – Major Markets
                  2000       2001       2002       2003      2004      2005       CAGR      04-05
                                                                                 2000-05   AGR %

France             198,423   197,595     202,869   200,229   210,411   220,421    2.1%          4.8



India               17,241    18,890      22,898    25,367    24,716    29,755    11.5%        20.4



Germany             52,869    50,866      53,762    53,970    52,277    55,983    1.2%          7.1



Switzerland         20,473    18,427      17,371    17,929    16,110    15,773   (5.1%)        (2.1)



UK                  74,488    77,888      80,667    91,210    92,652    95,407    5.1%          3.0



Italy               39,000    37,343      38,263    39,774    41,277    43,458    2.2%          5.3



Reunion             86,945    91,140      96,375    95,679    96,510    99,036    2.6%          2.6



RSA                 48,683    47,882      42,685    45,756    52,609    58,446    3.7%         11.1



Regional Market     16,286    17,361      22,885    20,913    15,712    17,441    1.4%          3.8



Others             102,045   102,926     103,873   111,191   116,587   125,343    4.2%          7.5



Total Arrivals     656,453   660,318     681,648   702,018   718,861   761,063    3.0%          5.9
Main Groups of Hotels
BEACHCOMBER LTD      One & Only             MTTB GROUP

Canonnier            Coco Beach             Veranda Bungalow
Paradis              La Pirogue             Coin de Mire
Mauricia             Touessrok              Hotel Paul et Virginie
Shandrani            Siant Geran            Le Palmar
Victoria             Sugar Beach            Heritage
Royal Palm
Trou aux Biches
Dinarobin




APAVOU               NAIADE RESORTS         ACCOR
Ambre                Les Pavillons          Sofitel Imperial
La Plantation        Tropical               Coralia Mont Choisy
Les Cocotiers        Beau Rivage
Emeraude             The Legends            CONSTANCE HOTELS
Hotel Bougainville   Merville Beach         Belle Mare Plage
                                            Prince Maurice
Indian Resort                               Les muria (Seychelles)


                                   THE MAIN GROUPS
INDIGO
                                 OF HOTELS OPERATING
                                     IN MAURITIUS
LWH
Suffren
        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!
98% of tourists travel
        by air
                    Weekly Inbound Flights to Mauritius
                                            Seat Capacity     Weekly    Total Weekly
   Country               Airline
                                              per flight    Frequency   Seat Capacity
Australia      Air Mauritius                     469            2            938
Austria        Air Mauritius                     175            1            175
Belgium        Air Mauritius                     175            1            175
Dubai          Emirates Airline                  286           4            1144
England        British Airways                   350           3            2226
               Air Mauritius                     294           4
France         Air France                        392           7            5096
               Air Mauritius                     294           8
Germany        Condor                            269           3            2739
               Air Mauritius                     644           3
Hong Kong      Air Mauritius                     294           2            588
India          Air Mauritius                     175           6            1050
Italy          Air Europe                        286           2            1510
               Air Mauritius                     469           2
Madagascar     Air Madagascar                    130           4            1000
               Air Mauritius                     120           4
Reunion        Air Austral                        64           15
                                                                            1872
               Air Mauritius                      48           19
Seychelles     Air Seychelles                    150           3
                                                                            570
               Air Mauritius                     120           1
Singapore/KL   Air Mauritius                     294           3            882
South Africa   South African Airways             157           7
                                                                            2179
               Air Mauritius                     120           9
Switzerland    Air Mauritius                     175           1            175
Zimbabwe       Air Zimbabwe                      175           1            175
                   Weekly Total Inbound Seat Capacity                      22,494
                 SUMMARY

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)
                                 Marketing
                                    2000       2001       2002      2003       2004
 Gross Earnings - Rs'M               14,234     18,166    18,328     19,415     23,448
               - Euro'M                 593        699       657        612        687
  AGR %                                           18%       (6%)       (7%)       12%
  CAGR % (2000 - 2004)                                                             4%

 Gross Earnings / tourist - Rs       21,683     27,511    26,888     27,656     32,618
                       - Euro           904      1,059       964        872        956
  AGR %                                           17%       (9%)      (10%)       10%
  CAGR % (2000 - 2004)                                                             1%

 MTPA spend - Rs'M                      110       120        121        120          160
           - Euro'M                      4.6      4.6        4.3        3.8          4.7

 MTPA spend /tourist - Rs               168       182        178        171          223
                   - Euro                 7         7          6          5            7


 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.
How does the Private Sector
  Market its Products???
Participation in Fairs
Hotels Participate in the following fairs:
                Country                Date                                 Exhibition

1    Singapore            9 - 11 September 2005    NATAS Fair

2    Malaysia             16 - 18 September 2005   MATTA International Travel Fair

3    France *             22 - 24 September 2005   Top Resa - Deauville

4    India                24 - 28 September 2005   TAAI Convention

                          29 Sept - 03 Oct         Roadshows:Coimbatore, Bangalore, Hyderabad

5    Poland               22 - 24 September 2005   TT Warsaw, Travel & Tours

6    Italy *              14 - 16 October 2005     TTG, Rimini - Italy

7    Switzerland          25 - 28 October 2005     Travel Trade Workshop (TTW)

8    Germany              11 - 12 November 2005    Thomas Cook Première Reisesommer

9    United Kingdom *     14 - 17 November 2005    World Travel Market (WTM)

10   China                November 2005            CITM (China International Travel Mart)

                          29 November -
11   Spain *                                       EIBTM (Barcelona)
                          01 December 2005

12   France *             5 - 8 December 2005      International Luxury Travel Market, Cannes

13   Netherlands          10 - 15 January 2006     Vakantiebeurs 2006

14   Austria              12 - 15 January 2006     Ferien - Messe, Vienna

15   Spain*               25 - 29 January 2006     FITUR
16   Czech Republic *        16 - 19 February 2006   Holiday World 2006, Prague

17   Italy *                 18 - 21 February 2006   BIT - Milan

18   India                   24 Feb - 1 Mar 2006     TTF and IITM - Dodo Class

19   Australia               18-19 February 2006     Melbourne Travel Show

20   Germany *               8 - 12 March 2006       ITB - Berlin

21   France *                16 - 19 March 2006      Salon Mondial du Tourisme, (SMT)

22   Russia *                22 - 25 March 2006      MITT 2006 - Moscow

23   Hungary *               16 - 19 March 2006      UTAZAS 2006 - Budapest

                                                     Arabian Travel Mart 2006                        +
24   United Arab Emirates*   2 - 5 May 2006
                                                     Launching Emirates Brochures

25   South Africa *          6 - 9 May 2006          INDABA - Durban

26   Germany                 30 May - 1 June 2006    IMEX, Frankfurt

27   China                   June 2006               BITE

28   Australia               6 - 7 June 2006         AIME, Conference & Incentive Show,(Melbourne)
Structured sales with large TO’s such as
Nouvelles Frontieres, Thomas Cook,
etc..

Major Groups all have Offices within
the main markets
One to one presentations with the main
TO’s

Eductours organised for TO’s

Targeted approach in specialized media
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
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..
Celebrity Marketing

Usually associated with luxury

Sponsorship of major international
event

Affiliation to major Associations such
as Leading Hotels of the World
Events Management

Accrued PR Management at hotel

Management Cocktails every week in
Hotels
An obsession for guest satisfaction

Nothing but Excellence in the level
of service

Etc…
AHRIM POSITION ON
  DESTINATION
   MARKETING
           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.
AHRIM Proposals

Main objective of the marketing plan
Attain room occupancy rate of hotels to, at least, 62%.
A growth of 10% in tourist arrivals in the year 2005
Markets to be targeted
U.K, France, Germany and Italy as well as to increase
the profile of Mauritius in emerging markets, namely,
Middle-East, Russia, Australia, India and China.
A brand for the Mauritius destination.
With the support of appropriate experts. This exercise
would cost around US$ 4 million and can be
completed within the next six months.
To increase substantively the “above the line”
promotional budget.
MTPA’s above the line campaign should be raised by
three fold. (US$ 4 million)
To catch the MICE Segment
MTPA and the Industry need to strategise on an
offensive campaign for this segment with the support
of specialists. (US$ 2 million)
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.
Thanking you

				
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