Seychelles Targets MICE Growth at IBTM World After 12% Arrival Surge
Seychelles has made a powerful impression at IBTM World 2025 in Barcelona, positioning itself as a rising force in the global business events, meetings, and conference tourism sector. The event, renowned as a premier gathering for the meetings, incentives, conferences, and exhibitions (MICE) industry, has provided the island nation with a global stage to highlight its robust tourism rebound and ambitious plans for further diversification.
With a diverse mix of visitors, tour buyers, and trade partners converging in Spain, the Seychelles delegation arrived with a message of confidence and momentum. According to Mrs. Bernadette Willemin, Director General for Destination Marketing at Tourism Seychelles, the country’s tourism sector has achieved a remarkable 12% increase in global arrivals this year. “We’re actually doing very well, we’re up by 12% in terms of global arrival figures,” Willemin shared, underlining the collaborative efforts behind this growth. She attributed much of the success to the synergy between local and international partners and the strategic leadership of tourism departments that have driven effective destination marketing and promotional campaigns.
This robust performance, Willemin noted, is not just a one-off. “Of course, this is a collective effort between different stakeholders both locally and internationally and of course the role played by the tourism departments in terms of marketing and promotions of the destination at large.” The optimism extends into the future, as she emphasized Seychelles’ commitment to sustaining and expanding on these gains, with a special focus on the MICE segment. “It goes without saying that we want to continue to build on those numbers. We hope that no external factors will come and upset the trend,” she added, reflecting the country’s determination to shield its progress from global uncertainties.
For travel professionals across sub-Saharan Africa, Seychelles’ achievements offer valuable insights into how destination management, product diversification, and global event participation can drive sustained growth. The island nation’s participation at IBTM World is not only about attracting more leisure tourists, but also about deepening engagement with the lucrative business events market. As Willemin explained, “Collectively with all our partners we’re looking at developing our business further, tapping into different market segments including the MICE.”
By leveraging the IBTM World platform, Seychelles is actively seeking to strengthen its position as a preferred destination for international meetings and conferences. The country’s strategy is clear: diversify beyond traditional leisure tourism and invest in the infrastructure and partnerships needed to appeal to event organisers and corporate planners. This approach is already bearing fruit, as Seychelles’ presence at the event has generated new leads, fostered relationships with potential buyers, and showcased the nation’s readiness to host world-class business gatherings.
For African tourism professionals, Seychelles’ progress at IBTM World underscores the importance of aligning with global trends. As the MICE sector continues to expand worldwide, destinations that can offer unique venues, seamless logistics, and memorable experiences are well positioned to capture a larger share of this high-value market. The island’s strategy of working closely with both public and private stakeholders serves as a model for other African countries seeking to elevate their international profile and tap into new revenue streams.
Looking ahead, Seychelles is set to intensify its focus on business events, using the momentum from IBTM World as a springboard for further growth. The continued commitment to innovation, partnership, and market diversification will be crucial as the country navigates an increasingly competitive global tourism environment. Willemin’s optimism is grounded in a clear understanding of the challenges and opportunities ahead—“Since we are actually exhibiting at the stand at IBTM we are looking also at reinforcing and strengthening our MICE business to ensure that we have a constant growth for Seychelles.”
The takeaway for Africa’s travel industry is clear: sustained growth in tourism requires not only strong arrival numbers but also a willingness to adapt, diversify, and engage with emerging trends. As Seychelles charts its course for the coming year, its success at IBTM World 2025 stands as a compelling example of how strategic international engagement can unlock new horizons for the continent’s destinations.
