Interview: Seychelles embraces eco-luxury and cultural discovery

Trade Arabia

3 days ago

As one of the world's most alluring island destinations, Seychelles continues to captivate with its unspoilt beauty, rich biodiversity and refined hospitality. But beyond its postcard-perfect shores, the archipelago is evolving to meet the growing appetite for responsible, experience-driven travel.
'Seychelles has long been seen as a luxury destination, particularly in this region,' says Shireen Francis, Principal Secretary for Tourism Seychelles. 'But it's a luxury that comes with a conscience. Conservation remains at the heart of everything we do.'
That ethos of sustainability is far from lip service. The island nation has embedded environmental protection into its tourism framework from the outset. 'Without our environment, without our natural assets, we wouldn't have a tourism industry. So, we've made sure everything is developed in a delicate, balanced way,' Francis explains in an interview with TTN's Jayne Houghton.
Tourism Seychelles has gone a step further with a national recognition programme that celebrates operators prioritising sustainable practices, aligned with the Global Sustainable Tourism Council (GSTC) standards. 'We recently introduced a Platinum Award for those who truly excel. The first recipient was Constance Ephelia, who's been on this journey for over a decade. For them, sustainability is no longer just a practice, it's part of their culture.'
With GCC travellers increasingly seeking meaningful escapes, Seychelles is ideally positioned, geographically and experientially. 'We're just four hours from the Gulf. That's a huge advantage,' says Francis. 'It's perfect for long weekends or short breaks, and we're very well connected through carriers like Emirates, Qatar Airways, and Etihad.'
This air connectivity has bolstered Seychelles' appeal in the region, and the destination is seeing a diversification of travellers; from the traditional honeymooners to families, corporate groups and solo adventurers. 'While romance remains a strong segment for us, we're definitely seeing growth in multi-generational travel and friend groups,' she notes. 'Our resorts are responding with more family-friendly facilities, interconnected rooms and tailored activities.'
More recently, the country has been leaning into immersive, culturally-rooted experiences. 'We want visitors to see more than just the beaches,' Francis says. 'We're promoting cultural and community-based tourism, wellness, and sporting events that reflect the richness of our islands.'
This year, Seychelles hosted the FIFA Beach Soccer World Cup—the first time the event has taken place in Africa. 'It's a proud moment for us,' says Francis. 'And in July, we'll launch the Seychelles Sailing Challenge, where participants explore six islands in seven days. It's a mix of adventure, discovery and friendly competition.'
Nature lovers, too, are being catered to with events like the Seychelles Nature Trail Challenge, designed for hikers eager to explore the archipelago's lush interiors. 'It's part of our broader shift toward wellness and outdoor activity, which is what many GCC travellers are looking for.'
On the marketing front, Tourism Seychelles has embraced digital transformation wholeheartedly. 'Given our size, we have to be smart with our resources,' says Francis. 'Digital platforms allow us to be far more targeted and cost-effective. We're running virtual training programmes for the trade, webinars, and digital campaigns in partnership with media and airlines.'
Strategic alliances remain central to the board's approach, with renewed MoUs — like the one signed with Emirates at ATM — helping extend reach and visibility. 'We believe in working together. With limited budgets, partnerships give us double the impact. Whether it's with airlines, media or tour operators, collaboration always brings better results.'
Despite the surge in direct bookings and AI-driven planning, the human touch is far from obsolete, especially in this region. 'Trade remains an integral part of the customer journey, particularly for high-net-worth travellers,' Francis points out. 'They may research online, but they still prefer that concierge-style service. That's where the trade comes in — and why shows like ATM remain so important for us.'
In a travel landscape that's ever-evolving, Seychelles is striking a rare balance: remaining true to its roots while adapting to the needs of today's traveller. For GCC visitors, it's a destination that offers both luxury and authenticity — wrapped in a warm tropical breeze, just a short flight away.