Shilpi Madan
03-Jun-2026
The stunning archipelago in the Indian Ocean has long been synonymous with unending blue and sugary beaches. Mauritius Tourism Promotion Authority (MTPA) now repositions the island as a year-round, high-value destination with a diversified ecosystem.
Mauritius and India share a deep generational bond. Close to 70 per cent of Mauritius’ population is of Indian origin - descendants of indentured labourers who arrived in the 19th century to work on the sugarcane plantations.
With ongoing upheavals in the Middle East, tourist movement in the Indian Ocean has increased, with Indian tourist arrivals in Mauritius rising by almost 37 per cent due to direct flights and visa-on-arrival access.
Repositioning itself as a Beyond the Beach destination, Mauritius is wooing tourists with renewed fervour through its bouquet of luxury resorts, wellness groves, nature immersion trails, adventure parks, museums, rum tastings , local cultural infusions and culinary spreads.
As the country continues to build its equity as a high-value destination for tourism, investment, and international partnerships, the Mauritius Tourism Promotion Authority organised a mega familiarization trip - a first of its kind initiative - with media persons and tour operators from multiple countries including South Africa, Hungary, Poland, Finland, Denmark, South Korea, India, France, Germany, Austria, and Australia.
In conversation with Dinesh Burrenchobay, Chairman of the Board of the Mauritius Tourism Promotion Authority (MTPA):
What are the key performance indicators for measuring the success of the Beyond the Beach initiative to promote Mauritius Tourism?
Tourism arrivals are the loudest KPI, in keeping with the global trend of people leaning toward experiential travel: in solo, multi-generational, or group formats. We want to see more tourists in our local restaurants and museums, leading to the pooling of collateral revenue that emerges from the consequent hotel experiences.
What budgets are you looking at in terms of destination marketing?
Our current budget for MTPA to promote the island is MR 550 million. Add to that MR 50 million that comes from the private sector.
Delineate the multi-pronged focus of the new Mauritius tourism strategy for us.
There are three parts to the approach: short-, medium-, and long-term goals. With the current situation in the Middle East, we want to attract more movement to the island as a destination for multi-generational holidays, luxury travel and destination weddings. Despite the global climate this year, we have welcomed 550,000 tourists already into the country. Our next goal is to step up global advertising to collaborate and explore new opportunities. This includes increasing the frequency and footprint of non-stop flights by our national carrier, Air Mauritius. The present inbound tourist segment brings in largely Europeans, visitors from Africa and India. As our long-term target, we want to be the first option destination for South Asians in the Indian Ocean, moving past the Maldives and Sri Lanka. The strategy incorporates elements of sustainability and regenerative tourism. We are also harnessing solar power, and encouraging tourists to participate in community activities as part of our regenerative tourism promotion strategy.
What is the island’s biggest USP?
Mauritian hospitality is what makes us truly unique. The blend of Creole cuisine, Indian spices, French techniques, and Chinese umami in culinary spreads. When you sit in a cab, the driver greets you in French, English, Hindi, or Bhojpuri, depending upon your nationality. Our airline crew is Mauritian and hospitable. I observe a gap between what people think of Mauritius and what they discover Mauritius to be when they arrive. In addition to the stunning beaches, there is a mix of luxury wellness, secluded resorts, adventure dips, museums, and nature immersion too in Mauritius. We are a small country. Our only natural resources are ourselves - our people.
Share with us your thoughts on the elements of inclusivity – bringing local culture into the experiential stays.
The leading hotels are working beautifully on this aspect, bringing in local artists for the Sega experience, playing musical instruments and showcasing the island's dance. We are a mix of all nationalities in Mauritius and this brings superb experiences in terms of a melting pot of cultures.
How are you looking at modernizing Mauritius as a brand?
Tourism is a pivotal part of the Mauritian economy and regenerates money to funnel into other aspects. We are working on tech integration and curating experiences that make Mauritius contemporary and dynamic as a destination. Wi-Fi is available across the length and breadth of the country. We are a 55-year-old independent country that wants to develop rapidly. Mauritians are very well connected digitally and we are promoting tourism centric conversations on social media platforms including LinkedIn to spread awareness about the matrix of possibilities Mauritius has to offer the world.
