Seychelles Tourism Board

The Seychelles Tourism Board (STB), a public sector body headed by CEO Ms. Sherin Naiken, with Mrs. Kathleen Mason as Chairman, oversees most aspects of Seychelles' tourism industry whose Minister is Mr. Alain St. Ange. The Seychelles Tourism Board is responsible for implementing Seychelles' national tourism policy, promoting the destination, research, product development, monitoring of standards and coordinating with its tourism offices, representative agencies and Seychelles Tourism Ambassadors abroad.

The Seychelles Tourism Board is a statutory body that came into existence on 1 April 2005 when the Seychelles Tourism Board Act, 2005, came into force. The Act brought together all regulatory and monitoring functions of the Department of Tourism within the Ministry of Tourism and Transport, and all promotional and marketing activities of the Seychelles Tourism Marketing Authority. The Policy Planning and International Co-operation Division was retained under a newly formed Department of Tourism and Transport which fell under the vice-president’s office. The Seychelles Tourism Marketing Authority ceased to exist as legal entity.

However, in 2007 all policy planning and international cooperation functions for tourism in the Department of Tourism and Transport in the vice-president’s office and the Seychelles Hospitality and Tourism Training College were transferred to STB. The SHTTC was then renamed the Seychelles Tourism Academy. This restructuring brought together all government agencies involved in tourism-related matters under one roof. The new structure meant the STB could serve and promote the industry more effectively and efficiently. It also brought better co-ordination and responsiveness with the trade partners to meeting the challenges of the tourism industry. In 2010 the portfolio for tourism was transferred from the vice-president’s to the president’s office. In 2012, a new Ministry of Tourism and Culture was created, however, the functions and roles of Seychelles Tourism Board remained unchanged.

STB Act (Amendment)

Under the STB Act 2005, STB was administered by a board of at least 12 directors, which was composed of members of the private sector and the government. It was headed by a chief executive officer for the day-to-day running of the office and administration and execution of decisions of the board of directors. The act was amended in December 2008 which changed the number of directors from 12 to 7 and abolished the post of chief executive officer. The amendment also established a Tourism Marketing Fund committee to manage the marketing fund and one committee to oversee the Seychelles Tourism Academy (ex-SHTTC). The act was amended again in December 2010 to reinstate the post of chief executive and add the promotion of eco-tourism among its statutory functions.

The organisational structure of the Seychelles Tourism Board.

Marketing

The Marketing Department is spread amongst four Sections:

• Destination Marketing

Responsible for marketing the destination to major source markets and identifying new emerging markets. Marketing activities include excellent Trade Fair presence, Brand Alliance campaigns, PR events, media publications, etc.; also oversees the Seychelles Tourist Offices and representative offices in France, Germany, Italy, United Kingdom, Spain; Abu Dhabi, Dubai, China, South Korea; and South Africa..

• E-Marketing

Responsible for developing online tools, dissemination information on the destination through the use of Internet, social media, and ensuring www.seychelles.travel remains among the top ten websites pertaining to travel information and tips for a holiday in the Seychelles.

• Print and Production

Develops all print and digital materials for publicity and marketing campaigns. Involved in conceptualisation, design and coordination for developing such materials.

• Events and Conferences

To initiate and organise events and activities and to develop Seychelles as an events destination.

Public Relations and News Bureau

The Seychelles News Bureau aims to raise the profile of the Seychelles islands in the international media through the timely and effective dissemination of news items, press releases and other relevant communications to its wide network of media contacts and various outlets.

Foreign Offices

Seychelles Tourism Board has Tourist offices in the United Kingdom, France, Italy, Spain, China and Abu-dhabi, as well as representative offices in South Africa, Mauritius, Middle East, South Korea, India, Germany, Brazil and Russia, these representative offices also handle enquiries for travel, trade and media from the USA, Canada and other regions of the world where Seychelles Tourism Board does not have offices or representatives.