Mauritius once again showcased its charm and innovation to affirm its place among the world’s most attractive destinations. A Mauritian delegation, led by Minister of Tourism Richard Duval, attended the World Travel Market (WTM) 2025 from 4 to 6 November in London. Considered one of the most influential events in global tourism, the WTM brought together major industry players, from tour operators and media outlets to international booking platforms.
Promoting the Mauritius brand globally
Under the coordination of the Mauritius Tourism Promotion Authority (MTPA), the Mauritian pavilion highlighted the island’s diversity: a beach paradise, an adventure hub, and a wellness destination. The goal was clear — strengthen the visibility of the “Mauritius” brand in the UK market, consolidate relationships with long-standing partners, and stimulate sales for the upcoming year.
Minister Duval emphasized that Mauritius’ presence in London reflects ongoing efforts by the government and MTPA to support sustainable, high-quality tourism growth. “Mauritius must continue to position itself as an authentic, high-end destination, while remaining open, inclusive, and environmentally conscious,” he stated during the event.
The UK market: a key pillar for Mauritian tourism
The United Kingdom remains one of Mauritius’ most strategic and resilient tourism markets. Between January and September 2025, 112,079 British visitors arrived on the island, marking a slight increase of 0.5% compared to the same period in 2024. This figure reflects both the loyalty of the UK market and Mauritius’ resilience in an increasingly competitive international landscape.
Discussions with British operators at the WTM focused on supporting long-term demand through targeted digital campaigns, training programs for travel agents, and reinforced communication highlighting the island’s unique offerings.
Wellness at the heart of the 2025 strategy
A major focus this year was wellness tourism, a rapidly growing segment. Under its new “Wellbeing Strategy 2025”, MTPA UK positions Mauritius as a holistic retreat where nature, hospitality, and authenticity combine to deliver transformative experiences.
The digital campaign “Hablo”, launched earlier this year, has already achieved notable success. Through immersive videos, testimonials, and interactive content, it showcased Mauritius’ spa offerings, yoga retreats, and wellness experiences rooted in local culture, while strengthening trust among UK tourism professionals.
Family tourism and Mauritian hospitality
Family tourism is also a priority for MTPA UK. Mauritius is increasingly attracting British families seeking a mix of relaxation, adventure, and safety. With family-friendly infrastructure, welcoming locals, and diverse activities, the island positions itself as a premier intergenerational destination.
MTPA has intensified its initiatives, including agent training, exhibitions, targeted communication campaigns, and outreach to major distribution networks. The goal: highlight that Mauritius is not only a romantic getaway but also an ideal family destination.
Golf, luxury, and exclusive experiences
Luxury and niche tourism, particularly golf, is another key focus for 2025. Mauritius partnered with Golf Promos and Urban Golf to promote the island as a premier golfing destination, combining world-class courses with high-end hospitality.
Operators in London noted that this targeted approach helps diversify Mauritius’ tourism offering and attracts a discerning clientele seeking exclusive and personalized experiences.
Under the unifying theme “Mauritius, where the journey begins”, the island presented itself as a multifaceted destination — beautiful, welcoming, and deeply inspiring.
