Mauritian Ministry of Tourism and Leisure is focusing on emerging markets of Russia, China and India

The Ministry of Tourism and Leisure is focusing on emerging markets such as India, China and Russia. The objective is to minimise the adverse effects of the euro crisis and external shocks like the disruption to air travel caused by the ash cloud from the Icelandic volcano.

This was stated by minister of Tourism Nando Bodha in response to a question from MP Stéphanie Anquetil.

Bodha also stressed on his ministry’s objectives to position Mauritius as a high-end destination to Indian tourists, with a targeted 20 per cent growth in the number of tourist arrivals from India this year.

“We will consider a direct flight to Mumbai,” the minister announced.

Several strategies such as advertising campaigns in metro cities in India are being envisaged. Bodha also underlined that the campaign to promote Mauritius as a wedding destination was a success.

“My ministry has successfully deployed strategies and tactical measures such as aggressive advertising campaigns, participation in road shows and fairs, advertising in specialised magazines, familiarisation and press trips and public relation actions,” said Bodha.

He added, “Weddings and events in Mauritius have been a great success with over 10 weddings being held last year, with groups ranging from 200 to 1,500 guests.”

The minister pointed out that the campaigns were yielding positive results with an increase in tourist arrivals from the targeted countries.

“India, China and Russia for the first four months of the year noted a growth of 26 per cent, 114.5 per cent and 32 per cent respectively,” said the minister.

He further outlined a series of measures to attract more Chinese tourists by highlighting the island’s cultural aspect through activities such as golf, weddings and film shooting.

He said that CCTV Shanghai and ATV Hong Kong are in Mauritius to shoot part of a television serial and a documentary.

The ministry is targeting affluent Russian travellers through activities such as the Volvo fashion week.