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Seychelles Elevates Global Profile with Strategic Media Partnerships on CNN, BBC, National Geographi Seychelles Elevates Global Profile with Strategic Media Partnerships on CNN, BBC, National Geographi

Tourism Seychelles has embarked on a bold campaign to amplify its international presence, leveraging influential media partners to showcase the islands’ rich tapestry of natural wonders, cultural heritage, and sustainable tourism leadership. This approach signals a shift in destination marketing strategy—one that African tourism professionals can watch closely as a model for elevating their own destinations on the world stage.

Central to this push is a trio of high-impact collaborations with CNN, BBC Global News, and National Geographic, each carefully designed to reach discerning travellers seeking authentic and transformative experiences. These alliances are more than traditional advertising—they represent a concerted effort to embed Seychelles firmly in the consciousness of key tourism markets, ensuring the archipelago remains top of mind for audiences across continents.

July 2025 marked a milestone as Tourism Seychelles launched the Uniquely Seychelles campaign in partnership with CNN. This multi-faceted initiative weaves together digital articles, premium banner placements, and captivating television features, all distributed across CNN’s expansive global platforms. The campaign positions Seychelles as an exclusive haven for travellers who crave extraordinary landscapes, vibrant culture, and a commitment to sustainability. Beyond the paid placements, Seychelles benefited from editorial coverage on CNN’s Inside Africa, further expanding its footprint through powerful storytelling that explores both the islands’ beauty and their conservation ethos.

Meanwhile, the collaboration with BBC Global News has brought “The Seychelles Way” campaign to life, blending immersive television narratives with a robust digital strategy across YouTube, Facebook, TikTok, and a dedicated content hub. Early results are impressive: an estimated 466 million television impacts have been logged, reaching more than 123 million individuals—with particular resonance in the Asia-Pacific and South Asia regions. The campaign’s content hub alone has garnered over 166,000 page views, while nearly 90% of viewers reported greater interest in exploring Seychelles after engaging with the campaign. Metrics also reveal a remarkable 200% increase in brand knowledge and a 2.6% click-through rate on pre-roll advertisements, underscoring the power of targeted, multimedia storytelling in building destination awareness and intent.

Tourism Seychelles’ partnership with National Geographic further demonstrates the value of aligning with globally trusted platforms. Launched as a digital-first campaign in late 2024 and continuing into 2025, this initiative harnesses the power of both paid and organic content to spotlight Seychelles’ biodiversity, dramatic landscapes, and conservation achievements. Through social media storytelling, a dedicated article series, and a visually stunning gallery, the campaign has so far delivered approximately 4.6 million impressions, 43,494 clicks, and over 81,000 engagements. Projections indicate that total impressions will soon surpass 4.9 million, reflecting sustained global interest in the islands’ unique ecological and cultural story.

Bernadette Willemin, Director General for Destination Marketing at Tourism Seychelles, encapsulated the vision behind these collaborations: “These media collaborations are not just campaigns; they are connections to the world. By partnering with globally respected platforms like CNN, BBC, and National Geographic, we ensure that Seychelles’ story of pristine nature, vibrant culture, and sustainable stewardship resonates far beyond our shores. Visibility drives interest, and interest leads to visitation.”

This multi-layered strategy comes at a time when global competition for travellers is fiercer than ever. For destinations across Africa, Seychelles’ approach offers key lessons. Visibility is no longer a luxury but a necessity for destinations aiming to capture the imagination of international travellers. By coupling paid media with authentic editorial coverage, Seychelles is not just promoting its scenic beaches—it is reinforcing its identity as a leader in conservation and cultural authenticity.

Importantly, these campaigns have been crafted to attract travellers whose values align closely with those of Seychelles: respect for nature, a desire for cultural immersion, and an appreciation for environmentally responsible travel. By reaching these audiences, Tourism Seychelles is not only driving visitation but also strengthening its sustainable tourism credentials—an area of growing relevance for African markets looking to balance growth with stewardship.

The impact of these high-visibility partnerships extends beyond numbers. They contribute to shaping global perceptions, ensuring that Seychelles is seen not only as a destination of natural beauty but also as a model for sustainable and culturally rich tourism. This holistic branding effort helps secure the islands’ place in a rapidly evolving travel landscape, positioning Seychelles as a beacon for both leisure and responsible travel.

As African destinations look to boost their own global visibility, the Seychelles example offers a roadmap: invest in partnerships with respected international platforms, prioritise storytelling that highlights both nature and culture, and measure success not just in arrivals, but in the depth of engagement and the alignment with sustainable values. In an age where travellers are increasingly selective, such strategies are key to building resilient, future-focused tourism sectors across the continent.