Tourism Update investigates inbound tourism to Indian Ocean destinations and how to market them to Europe, with a special focus on the Italian market, which continues to show significant growth.

Italians constitute a significant market for Indian Ocean destinations, attracted by their remoteness, dream-like beaches and crystal waters, weather, cuisine and culture.

Mark Wernich, Director of Business Development for Africa at Preferred Hotels and Resorts, says: “Italy has traditionally been the leading inbound European market for Zanzibar and continues to claim the largest share of visitors to the island. While many Italian travellers visit our Zanzibar properties, the lion’s share select mid-range properties and all-inclusive packages through Italian tour operator charters at hotels near Stone Town, the east and the west of the island.”

When?

According to Nikki Wiedemann, Sales and Marketing Manager at White Pearl, Mozambique, the Italian market enjoy Indian Ocean destinations during September and October.

As for Indian Ocean Islands, Lisa Bigoni, Accounts Supervisor at AIGO, a travel agency in Italy, says Italians mainly travel to Mauritius in August and during their winter holidays in December and January.

Why?

“Our Italian guests like our Mozambique-style cuisine, as they liken it to that of their own Mediterranean diet. They also enjoy pampering themselves in the spa and spending hours in our southern African sunshine,” says Wiedemann.

In Mauritius, says Bigoni, they love the high quality of service, the warm welcome of local people, the food on offer, the shopping experiences, as well as the events and cultural opportunities.

Due to the romantic elements Indian Ocean destinations offer, Italian visitors are often couples and honeymooners, buying tour operators’ packages through travel agencies.

Bigoni notes that Mauritius make for a great family holiday, due to the ad hoc services on offer by most hotels, and also attracts golfers.

Growth potential

David Germain, Regional Director: Africa and the Americas for the Seychelles Tourism Board, says there is a big opportunity for inbound travel agents to market an Indian Ocean island holiday.

“Italy is currently the fourth-biggest source market for the Seychelles, with Germany, France and the UAE making up the top three.” Seychelles is currently up 17% on last year’s arrival statistics.

Bigoni points out that Italy is currently the eighth-largest international market for Mauritius and is steadily growing, as confirmed by the data from January to September 2017, which recorded 23 830 Italian visitors – a 12,9% increase over the same period last year.

Wernich says all three Preferred Hotels and Resorts Indian Ocean properties – Essque Zalu Zanzibar, Sea Cliff Resort and Spa Zanzibar, and Banyan Tree Seychelles in Mahé – welcome a diverse mix of travellers, however the strongest feeder markets are Italy, Germany, the US, the UK, France and the UAE.

Marketing the Indian Ocean

On marketing to the Italian market, Wernich says: “Our Managing Director for Southern Europe, Roberta Possenti, who is based in Milan, would recommend that the tourism boards and hotel operators broaden their relationships with both popular and high-end tour operators by collaborating on promotions and travel specials surrounding annual cultural events and other happenings taking place on the islands.”

He adds that multi-channel advertising campaigns are ideal if budgets allow, but strategic spending can go just as far if it is targeted. Examples include exhibiting at major Italian trade shows such as BIT Milano, the country’s largest travel show, or TTG Incontri, which is organised by leading travel trade journal TTG Italia and focuses on tour operators and other industry travel buyers.

Referring to the German market, Sabine Blehle, CEO of GoVacation Africa says: “From a historical point of view, our agents book directly and we are not able to receive a fixed STO rate.”