Tourism Industry in Mauritius - Assignment Example

? Introduction: Mauritius has managed to move from a third world country, to a second world countrybecause of its diversified tourism sector. Tourism is a major pillar of its economy and a source of foreign exchange. Initially, sugar and textile exportation were the backbone of the economy, but a decline in sugar prices made the country to look for other sources of getting revenue and foreign exchange (Richards, 2012). On this basis therefore, the government of Mauritius made a decision to expand the tourism sector in the country. Initially, the target market was Europe, but due to the financial crises that hit the continent in 2011, the country managed to look for other markets, such as Asia, and Africa (Henrichsen and Woodside, 2012). The tourism industry in Mauritius is under the supervision of the Ministry of Leisure and Tourism. The country has a Tourism Promotion Authority whose main responsibility is to organize and conduct some advertising campaigns for the purposes of promoting tourism in Mauritius, both in the global atmosphere, and locally within the state (Haring, 2007). The country also has a Tourism Authority, which has the responsibility of supervising, licensing and regulating the activities of tourism businesses/ enterprises. This also includes canvassers, pleasure crafts and skippers (Boswell, 2008). The success of the tourism industry in Mauritius is based on the fact that the Island has a natural beauty, with a diversified cultural and multi-ethnic population. It has beautiful beaches, a tropical climate, and a water sports arena (Henrichsen and Woodside, 2012). All these play a factor in attracting tourists in Mauritius. Basing on this background, this paper provides a summary of the tourism industry in Mauritius. This report also includes a summary of tourist arrivals in the country, during the periods of 2010, and 2011. This report also analyzes the impact of political instability in the world, and as a result, the perception of British tourists in regard to tourism in Mauritius. By analyzing this point, this paper focuses on, how the views of people have been shaped due to political unrest in the world, and its impact on the tourism industry in Mauritius. It also focuses on the factors that will encourage or discourage tourism in Mauritius, and the attitude that people have concerning Mauritius as a tourism destination. The reason for writing this report emanates from my roles as the manager of marketing for the Mauritius tourism board, and in preparation for a meeting with the president of the tourism board. In conclusion therefore, the objectives of this paper are four fold. Namely; To analyze the tourism industry in regard to its marketing perspective. To summarize the 2010-2011 tourism arrival in the country. Analyze the impact of political instability and its impact to the Mauritian tourism industry. The perceptions of the British in regard to Mauritian tourism. The methods of collecting data in order to acquire information in regard to these aspects are through library and internet research. Mauritius Tourism Industry: The main target market for the tourism sector of Mauritius is the French and the British speaking people. For instance in 2009, people of the French origin and from the island of Re-Union came to the Island in large numbers. For instance in the year 2009, the country had 871, 256 tourists, and among them, 275, 599 came from France, and 104, 946 were citizens of Re-Union. On this basis therefore, France was the largest market of Mauritian tourism sector, followed by Britain. Visitors from Europe accounted for 67% of its market source. However, as of 2011, the country sought to look for other markets of its tourism sector (Henrichsen and Woodside, 2012). This is because of the economic crises that hit Europe. For instance, in 2011, the Mauritius government managed to set aside a budget of 100 million Mauritian rupees for purposes of advertising their tourist services in Asia, Africa and American countries. Specifically, the target markets are in India, China and Russia, and as of mid-2011, the Mauritian air carrier, that is Air Mauritius began a direct flight to China. The industry has seen a growth in the number of tourists who visit the island on an annual basis. For instance, in the 1970s, the number was a mere 18000, a year. Currently, the number of tourist visitors in the island stands at approximately one million in a year. This is a significant growth in the sector, making it one of the leading tourist destinations in the world. On the 6th of January 2011, the Minister of leisure and tourism denoted that as of 2010, the number of tourists who came to visit Mauritius stood at 950,000, and as a result, the country was able to earn an approximate amount of 1.3 billion US dollars (Henrichsen and Woodside, 2012). Another intention of the Mauritian Tourism board is to promote business tourism in the island nation. The Island of Mauritius has a stable political system, with a President and a Prime-Minister, each having different roles. Due to the stability of their political system, the country managed to diversify its economic infrastructure by promoting the development of export oriented enterprises, duty free shops, and integrated resorts schemes (Haring, 2007). These schemes made it possible for foreigners to own property in Mauritius; as a result, the Island became a destination for conferences, meetings, events and incentives. This aspect is referred to as business tourism. The main targets of this type of tourism are business people and organizations who seek to hold conference meetings, or engage in business activities in Mauritius. To effectively attract this type of tourists, Mauritius had managed to develop high class hotels, and a road network that can easily facilitate these people to their destination (Filou and Stiles, 2012). The country also has an effective telecommunications infrastructure, with a safe and secure environment. These characteristics contribute to a great extent in developing business tourism in Mauritius. Summary of the 2010-2011 tourism arrival: In the period 2010/2011, the following is a summary of the number of visitors who came in Mauritius from Europe, Africa, Asia, Oceania, and the Americas. Europe was the continent that had the highest number of visitors in Mauritius with the total number of visitors contributing about 608358 in 2010, and 579,509 in 2011. This is in relation to the total number of visitors who came in the country during the period. Of the European countries in the list, France had the highest number of visitors who came in the country during the period of 2010/2011. The number stood at 260054 in 2010 and 275,599 in 2011. The United Kingdom is also a major market for the tourism sector in Mauritius, and as of 2010, the number of visitors from the country to Mauritius was 107919. In 2011, this number reduced to 101, 996. This was a change of -5.5. Africa is the second major contributor of visitors to the island of Mauritius, with the number standing at 213868 in 2010, and 204308 in 2011. This was a percentage drop of -4.5%. In Africa, the largest contributor of visitors to Mauritius was the Island of Re-Union. For instance in 2010, the number of visitors to Mauritius was 96174, while in 2011, the number of visitors increased to 104,946, signifying an increase of 9.1%. South Africa was the second largest contributor of visitors to Mauritius, with a number of 74,176 in 2011, a drop of 12%, as compared to 84,448 in 2010. In Asia, India is a major market for Mauritian tourism facilities, contributing 43,911 visitors in 2010. However this number dropped to 39252 in 2011. Oceania and America’s do not contribute significantly to the number of visitors in Mauritius. For instance in Oceania, the total number of visitors as of 2010 was 20, 161while in 2011, the number reduced to 11, 143. A percentage drop by 44.7%. In 2010, the total number of visitors who came to Mauritius was higher than that of 2011. For instance, in 2010, the number stood871356. at 930,456, while that of 2011 stood at 871,356. This was a drop of -6.4%. Political Instability and Tourism: The internal and International politics plays a great role in promoting or discouraging tourism. During the last two years, Africa and the world at large have experienced some levels of political instability. A good example is the Arab spring revolution witch led to the overthrow of dictators such as Muammar Gadhafi of Libya, and Hosni Mubarak of Egypt. In Mauritius for example, the differences between the President of the country and the Prime Ministers does not have a negative impact on its tourism. This is because the two parties and their political supporters have learnt from the experiences of Madagascar whereby political unrest led to the near collapse of its tourism sector (Henrichsen and Woodside, 2012). However, political instability in Africa and the highlands of Seychelles have had a negative impact on the perception of tourism in Mauritius. Visitors from UK believe that if there is any political instability in Africa, and on the Achipilegon Islands, then there is insecurity within all the countries found within the region (Richards, 2012). They believe that because of the conflicts, the surrounding regions will also face political instability and therefore result to the promotion of terrorist like activities. This is because terrorists will take advantage of the political situation, and recruit youths whom they will train for purposes of promoting their agenda. For instance the political development in the Comoros Island that resulted into the overthrow of the government of Mohamad Bacar by Tanzania is an example of a political instability that had an impact in the Tourism affairs of Mauritius (Henrichsen and Woodside, 2012). This conflict led to the issuance of travel warnings to the Island and the surrounding region, leading to a fall in tourism in Mauritius. Another instance is the political instability in Madagascar whereby a movement by Andry Rojoelina sought to overthrow the government of Ravalomanana (Richards, 2012). This countries are neighbors, and to the minds of the British tourists, conflict in a country within this region means that there is a political crises in the entire region. They would therefore believe that the entire region is insecure, and there is no need of visiting the region. If political stability continues in the region, and amongst its neighbors, then there will be a reduction of future visits within the region (Henrichsen and Woodside, 2012). However, to encourage an increase in the number of visitors, it is important for the country to conduct advertisements and marketing of its tourist facilities. The country also needs to build more conferences, and hotels that will carter for the increase of the visitors. The country should also promote good governance amongst its neighbors, as this will increase the level of political stability within the region, which is a key factor of attracting tourists in a country (Boswell, 2008). Conclusion: In conclusion, the tourism industry in Mauritius is one of the main pillars of its economy, and a major employer. For instance, the Mauritius government estimates it that it employs close to 40,000 people directly. These jobs are found at all levels that relate with the provision of tourist services that is in retail, construction, and communication. For instance there is need of interpreters who can speak English, French and other languages. There is also the evolution of small and medium enterprises that sell Mauritian cultural products to the tourists, giving them an income, and thus contributing to the development of the Mauritian economy. In regard to these developments, it is important and prudent to denote that tourism is a major contributor to the GDP growth rate of the islands economy. This paper manages to identify the countries that produce the largest number of visitors to the Island, and the impact of European economic crises to the tourism industry in Mauritius. This research denotes that due to economic difficulties, the number of European tourists in to Mauritius came to a decline, and therefore the island sought other markets of Asia, and Africa. This research also manages consequences of political instability to tourism activities in Mauritius. It identifies the political conflicts in the islands of Comoros, and Madagascar, and the impact it had on tourism activities in Mauritius. On this note therefore, this paper manages to achieve its objectives as outlined in the introductory part. References: Boswell, R. (2008). Challenges to identifying and managing intangible cultural heritage in Mauritius, Zanzibar, and Seychelles. Dakar, Senegal: Council for the Development of Social Science Research in Africa. Filou, E., & Stiles, P. (2012). Madagascar (7th ed.). Footscray, Vic.: Lonely Planet. Haring, L. (2007). Stars and keys folktales and creolization in the Indian Ocean. Bloomington: Indiana University Press. Henrichsen, K. L., & Woodside, A. G. (2012). Succesful island tourism in Africa: does it have a significant contribution to make in the tourism development debate? : an analysis of tourism's contribution to the development dynamics of the island resort of Mauritius.. Kobenhavn: : Kobenhavn: Center for Afrikastudier. . Richards, A. (2012). Mauritius, Rodrigues, Re?union (Ed. 8 / ed.). Chalfont St. Peter: Bradt Travel Guides. Top of Form Bottom of Form Read More