Seychelles: Beyond Sand and Sea

Some places win you over with their scenery. Seychelles, says Bernadette Willemin, wins you over with its soul. As Director-General for Tourism Marketing, she carries the islands’ story across the world — a story of turquoise waters and lush interiors, yes, but also of cultural connections, environmental guardianship, and experiences that go far beyond the beach. During her recent visit to India, Willemin shared how this small island nation is opening its arms wider to Indian travellers while fiercely protecting what makes it unique.

India: More Than Just Potential

“India is a very strategic and important market for us,” Willemin said, explaining that the connection isn’t just about numbers. Centuries-old cultural links — including Seychellois with Indian ancestry — mean travellers from here arrive with a natural affinity for the islands.

The real game-changer, she noted, has been the launch of direct flights between India and Seychelles, currently operating four times a week. “Nothing beats a direct flight,” she said. “It enhances frequency, capacity, and product offerings.” The numbers back her up — by mid-year, arrivals from India had already reached 83 per cent of the previous year’s total.

Nature First, Always

A recent WTTC report warned that coastal and marine tourism worldwide needs $65 billion annually to shield itself from climate change. For Seychelles, that’s not a distant threat but a present-day priority. From the start, the country has pursued a model of low-impact, non-mass tourism to protect what Willemin calls “our greens and our blues.”

The results are striking: 30 per cent of its exclusive economic zone is now a marine protected area — up from just 0.04 per cent in 2012 — while half the archipelago’s landmass is formally protected. Development rules are strict: no construction too close to the shoreline, and nothing taller than a palm tree.

Sustainability extends beyond conservation. The “Sustainable Seychelles” brand recognises hotels for eco-friendly practices in gold, silver, or bronze categories. “Our aim is to get everyone to the maximum level,” Willemin said. Initiatives range from coral replanting and tree planting to reducing carbon footprints through local sourcing. Many of these efforts are done hand in hand with NGOs and supported by hotels’ in-house green programs.

Find Your Own Seychelles

While the postcard images may scream romance, Willemin wants to broaden the perception of Seychelles. “It’s a year-round destination with variety and diversity,” she said. Families, nature lovers, business travellers — all can find their own Seychelles. The accommodation mix is equally varied, from ultra-luxury resorts to budget-friendly stays, and the experiences go far beyond the classic sun, sand and sea formula.

Community-based tourism is high on her agenda. Visitors are encouraged to step out of resorts, interact with locals, and explore Creole culture through food, art, and conversation. “Seychelles is first and foremost its people,” she said.

Some experiences, though, are essential for first-timers: visiting the UNESCO-listed Vallée de Mai in Praslin to see the rare Coco de Mer, spotting giant tortoises (more numerous than humans on some islands), and hopping between the main islands of Mahé, Praslin, and La Digue. Each has its personality, from the granite peaks of the inner islands to the coral atolls where “one island, one hotel” is the norm.

Business Meets Paradise

Post-pandemic, the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is a growing focus. Seychelles can comfortably host groups of up to 300, with tailored itineraries that blend indoor facilities and outdoor experiences — from team-building on catamarans to day cruises between islands.

“We want the world to know we are ready,” Willemin said, noting that many hotels already offer modern conferencing infrastructure. Smaller groups enjoy even more options, including inter-island mini-cruises on chartered catamarans with up to eight cabins.

Marketing the Message in India

To capture the Indian market, Seychelles is using a mix of traditional and digital marketing. Travel trade professionals remain a core target through roadshows, workshops, webinars, and familiarisation trips. Joint promotions with travel partners allow Seychelles to tap into existing consumer networks, while influencer marketing and cross-branding partnerships bring in fresh audiences.

And yes, Willemin is open to the idea of Seychelles appearing on Indian screens. “Why not a Bollywood series episode or two?” she said with a smile.

Weddings and milestone celebrations are another opportunity. While Seychelles can’t host thousand-guest extravaganzas, it’s ideal for intimate ceremonies and anniversaries. “We can do more here, especially from India,” Willemin said, noting that the islands’ privacy, natural beauty, and range of accommodations make them perfect for such events.

The Takeaway for First-Timers

Willemin’s parting advice to anyone visiting for the first time is simple: don’t just stay on one island. Spend time on at least two, ideally three, to see the full spectrum of landscapes and cultures. And above all, engage with the people.

“Have a drink at a local bar, watch the sunset, talk to the community,” she urged. “That’s when you’ll truly know Seychelles.”

Because beyond the blues of the ocean and the greens of the forests lies the true heart of the islands, and that’s what Willemin is determined the world will discover.