Situation
We have been representatives of the Seychelles Tourism Board since 2013 till date. Our task was to elevate brand presence and create awareness amongst key agents, travel partners, media, and end consumers and to also showcase Seychelles as a premium honeymoon destination in the Indian Ocean.
Strategy
A robust trade and consumer strategy was implemented. We formulated a growth direction keeping in mind the future tourism advancement, quantified growth targets in terms of arrivals, identification of target markets culminating in a detailed implementation plan for the destination in India. Our approach was segmented to encompass the travel trade fraternity and media, while also building strong consumer relationships. We were able achieve all of this within a short span of time while judiciously using our marketing spends. We conducted several familiarization trips, webinars, offline trainings and joint promotions with tour operators to further strengthen Seychelles’ presence with the travel trade. Also, to further foster its potential as an aspirational destination, we paved the way for promoting Seychelles as an ideal destination for weddings and celebrations.
Action
Successfully introduced Seychelles as a high-end, niche honeymoon destination across B2B and B2C platforms in key markets of India. Over the years, the focus from honeymoon also shifted towards family and small group travels by actively promoting the destination as ideal for small celebratory milestones. Key activities undertaken include Kingfisher calendar shoot, culinary and culture shows filmed on the Islands and broadcasted in India alongside a Bollywood movie project. We also collaborated on two successful milestones in our tenure of representing Seychelles in India. Pioneers in luxury resort wear, fashion designers Shivan and Narresh launched the EdoMer series inspired from the exotic locations of Seychelles.
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Outcome
Today, India is one of the top 6 source markets for Seychelles. From merely 2000 Indian visitors in 2013 to receiving over 14000 in 2017, the country witnessed a growth of 600% in 4 years.
