The Seychelles is putting sustainability, authentic local experiences and community involvement at the centre of its tourism strategy as it looks to attract higher-value visitors while protecting the natural environment that underpins its appeal
Speaking at WTM London, Minister for Tourism and Culture Amanda Bernstein highlighted how the destination’s tourism action plan is built around four key pillars: capacity and revenue management, sustainable destination development, stronger local economic links and improved governance across the sector.
“Growth and protection are not competing goals,” Amanda said. “For us, the environment is very much the product, and what makes us unique and what is special about the Seychelles is the pristine nature that people can enjoy when they come there.”
The strategy is focused on attracting “higher-value, lower-impact travellers”, with UK agents encouraged to promote experiences that help visitors connect with the islands’ natural and cultural heritage.
“Value over volume” is the guiding principle, Amanda added.
Selling more than the beach
While the Seychelles is well known for its beaches and luxury resorts, the tourism board wants the trade to highlight the wider range of experiences available across the islands.
“What UK visitors can do is help promote that special relationship that we have with nature, and look at how they can participate more with the nature walks, the hikes, and the diving, the snorkeling, and the different nature-based experiences as well.”
Some of the island’s notable nature highlights include UNESCO World Heritage sites, nature reserves and prehistoric forests.
Agents are also being encouraged to look at properties participating in the Sustainable Seychelles programme, which supports businesses taking a more active role in protecting the environment.
Developing the local workforce is another key part of the destination's plans, following the approval of its first Tourism Human Resource Development Strategy in July. The aim is to encourage more Seychellois to enter the tourism industry, remain in the sector and progress into long-term careers.
“The visitor experience really [needs to be] based on Seychelles hospitality and ensuring that it's an authentic destination experience when they get there,” Amanda said.
Culture is another opportunity for agents to broaden their itineraries. Seychelles' Creole heritage seeps into every experience, from local traditions and its culinary offerings to its hospitality.
“It's not just a tropical getaway, but it's a unique tropical getaway because of the Creole experiences that come with it,” Amanda said.
The tourism board wants to see more visitors book multi-island holidays, with a 10-to-14-day itinerary offering time to experience the local culture alongside the natural attractions.
More resilience in the skies
Recent disruption to Middle Eastern air routes has underlined the importance of maintaining a choice of airlift options for visitors travelling from the UK and other key markets.
Amanda said the disruption in late February had been a challenging test, as many visitors connect to the Seychelles through the Gulf, however the destination has responded quickly by working with its national airline to introduce flights to Rome and Paris, helping maintain links with Europe during the period from March to August.
For now, the destination is highlighting the range of connecting options for UK travellers available through carriers including Turkish Airlines via Istanbul, Qatar Airways via Doha, Emirates, Etihad, Ethiopian Airlines and Kenya Airways.
“For a small destination like ours, we do have a broad base of routes on offer for the market. That choice, I think, is a core selling point.”
2027 and beyond
Next year will mark the first full year of the Seychelles’ tourism action plan, with further development of experiences beyond the resorts expected. The focus will include nature and heritage trails linked to local culture, culinary experiences and community-based tourism, giving agents more opportunities to build itineraries around the islands' distinctive character.
The island is also beginning work on its first cruise tourism strategy, adopted this year, which will explore opportunities to develop pre- and post-cruise stays for visitors.
WTM London took place on November 3rd-5th, 2026 at the ExCel London.
