Mauritius Tourism Authority targets Gulf travellers for growth
Importance of Gulf Travellers
Le Lay highlighted the value of Gulf travellers, stating, "We greatly value the growing importance of Emirati and Gulf travellers to Mauritius." She expressed the MTPA's commitment to enhancing partnerships by offering enriching experiences that align with the aspirations of these tourists.
Strategies to Attract Emirati Travellers
To attract Emirati travellers, Le Lay outlined a product-driven approach. "Mauritius offers a tourism product of world-class quality," she noted, mentioning luxury accommodations and exceptional service as key factors. The MTPA aims to deliver the high standards of privacy and personalised service that Gulf tourists expect.
In addition to bolstering ties with the travel trade, Le Lay stressed the importance of strong consumer campaigns targeting locals, expatriates, and niche markets such as MICE (Meetings, Incentives, Conferences, and Exhibitions), sports enthusiasts, and nature lovers. Influencer marketing will play a pivotal role, with collaborations on platforms like Instagram and TikTok to rejuvenate Mauritius's image.
Le Lay's vision is clear: to reposition Mauritius as a destination that offers diverse and memorable experiences beyond its beautiful beaches. The MTPA is also preparing a targeted campaign for the Middle Eastern summer, positioning Mauritius as a safe, temperate escape during the region's extreme heat.
Growth in Tourist Numbers
Tourist arrivals from the Middle East have seen significant growth, with numbers rising from 19,471 in 2017 to 37,063 in 2024. However, Le Lay believes there is still untapped potential in this market. "The MTPA is setting an ambitious goal to grow this segment to 60,000 tourists by 2028," she stated, reflecting on the approximately 420,000 available seats to the destination from Emirates and Saudi Airlines.
Participation in Arabian Travel Market
Le Lay also discussed the MTPA's participation in the Arabian Travel Market (ATM), one of the world's leading travel exhibitions. She emphasised that ATM 2025 will elevate Mauritius's global tourism profile, showcasing its luxury offerings and unique experiences. The event is expected to facilitate high-value business deals and unlock new opportunities in the dynamic Gulf travel market.
With a growing number of Mauritian participants at ATM—from 17 in 2019 to 25 in 2025—the MTPA is clearly prioritising its engagement with the Middle East, aiming to attract more affluent travellers to its shores.
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