TOURISM officials are tailoring the unique Seychelles' experience to new markets.

Seychelles' tourism sector, the main pillar of the economy, is in good shape, thanks to the exclusivity and natural beauty of the islands.

Known for its relative inaccessibility to the paparazzi, and its stunning world-class resorts, Seychelles is head and shoulders above other getaway destinations for those wishing to vacation in comfort and privacy, yet it also offers those on a lower budget the chance to visit, with accommodations available to suit all budgets.

White sand beaches, rare ecosystems, coral reefs, turquoise seas and breathtaking diving spots are just some examples of the islands' attractions that have seen Seychelles consistently rewarded with industry accolades and a loyal clientele that return again and again.

Alain St Ange, the newly appointed minister of Tourism and Culture, explains the attraction.

"There is something special about Seychelles which makes it unique," he says. "God has given us a paradise on Earth, therefore, as the people responsible for the sector's development, we did not have to do much!

"On the other hand, the government should be commended for maintaining and protecting all this natural beauty. What we have, we have kept and cared for. Fifty percent of our land mass is protected habitat, because we know that visitors come here to see and experience the natural beauty. We are streets ahead in terms of habitat preservation and cleanliness. The size of our population and the limited number of visitors have allowed us to care effectively for our homeland."

Working in partnership with the Seychelles Tourism Board, the ministry can offer tourists true diversity. Each of the islands has its own unique attraction, and the population is also diverse, hailing from France, India and Africa.

"We have a mix of cultures, and have a strong sense of unity and love for our country, with no racism nor religious conflicts," St Ange says. "We are one of the safest countries in the world."

The image of the Seychelles as a priced-out, exclusive destination is not the reality today, the Tourism minister goes on to explain. "We are more accessible than we have ever been," he says. "We have everything, ranging from family-run guesthouses to private island resorts. In the past, we failed to tell the world that we do, in fact, have accommodations that cater to all traveler profiles.

"We have had many VIPs coming to our country, and the news traveled quickly, sculpting our brand as very expensive. However, most of the planes that arrive daily are not carrying royalty or movie stars. They are full of regular travelers.

"Nobody should feel they cannot come here," he says. "From a dream holiday for a restaurant owner, or a taxi driver, I categorically vouch that they will enjoy themselves."

One recent development is the decision of resorts and hotels to offer bespoke packages for the Chinese market.

As Elsia Grandcourt, the new CEO of the Seychelles Tourism Board notes, Seychelles' attractive incentive packages are bringing in Chinese chefs and introducing menus in Chinese.

"As of January 2013, there will also be a direct flight from Mahé to Beijing, and this is just the beginning," she says. "The deal between Etihad and Air Seychelles has given the island increased connectivity and opened the door to tourists from all corners of the world."

Etihad recently signed a codeshare agreement with the Chinese giant Hainan Airlines. St Ange continues the story. "The doors to collaboration were opened when the leaders of our two countries took steps to make our friendship official. President James Alix Michel has visited his counterpart in China, and the Chinese President Hu Jintao has visited us. I have personally visited China many times.

"This year marks the 150th anniversary of Chinese presence in Seychelles."

The priority of both the Ministry of Tourism and the Tourism Board now is to diversify the tourism market.

"We are too small a country to rely on a single target market," St Ange says. "As a principle, we therefore strive to attract a variety of visitors. China is the obvious growth pattern.

"We can offer Chinese visitors something completely different: the typical Chinese tourist is not a sun-lover, therefore we are tailoring our packages to their specific needs. We are, for example, looking to develop more high-end shopping centers here.

"Another point I would like to mention is the comparative safety of our country. We have very little crime, and are disease free. There aren't many countries around the world that can make this claim. Seychelles is also one of the few countries that does not require immunizations for those traveling directly from China.

"There is also no visa requirement. We consider ourselves friends of all and enemies of none. We welcome everybody here. Any nationality, with a valid passport and return ticket, is welcome."

Representatives from the Seychelles Tourism Board visited China last year as part of a delegation under President Michel and forged close links with tourism officials there. An agreement was signed between the STB and the Beijing Tourism Group for greater cooperation on tourism links, not just for Beijing and Seychelles but also in the broader context of China and Seychelles.

As Grandcourt notes, Chinese officials, business people and the people at large will all feel welcome. "They will be able to walk down our streets and feel at home," she says. "There is no better place to vacation than Seychelles. We at the Ministry of Tourism and the Tourism Board guarantee you will enjoy and love our country.

"You will be received as individuals, not a number, not as part of a big commercial setup. We invite you to be part of the trend of new, personalized tourism on offer."



Routes Africa

The Seychelles Tourism Board works closely with the Seychelles Civil Aviation Authority, and the entity is proud to have been successful in bringing Routes Africa 2012, a prestigious aviation industry event being held in July, to Seychelles and to the Indian Ocean.

The key aviation industry event will bring together route development professionals from across Africa, the Middle East and beyond, to discuss the latest developments within the region and establish potential for new air traffic routes to, from and within Africa. This annual event is the only network development forum for the entire African region and, this year, will build on the successes of previous events.

"This confirms that within the idyllic backdrop, the mid ocean islands of the Seychelles, there is more to offer than just a holiday destination," Grandcourt says.

"The team at the Tourism Board and the Civil Aviation Authority is fully committed and convinced that this highly important conference comes at an opportune time when Seychelles is repositioning itself as being accessible as never before and pushing to establish new air access opportunities to the destination."

Katie Bland, Routes' Future Hosts director said: "The Seychelles' team's passion, professionalism and commitment to air service development combined with the suite of excellent facilities available in the Seychelles and the stunning backdrop convinced us that they were the right choice for this year's event."