Growth continues in Australian arrivals following appointment of Australian marketing reps.

Australian arrivals to Mauritius continued their strong growth in the first two months of 2008, with a 47.9% jump in February and an overall increase of 28.7% compared to January/February 2007. This follows the appointment last December of TWP Marketing Communications as the first Australian-based marketing representatives for travel trade servicing and public relations.

Dr Karl Mootoosamy, Director of MPTA, said he was delighted to see the continuing growth in the Australian market, which had increased by more than 60% in the past four years.

“TWP Marketing have stepped up to the mark quickly, with a strategic and very effective trade and consumer campaign,” Dr Mootoosamy said.

“The next few months will see the further development of Mauritius brand awareness, with trade shows in key markets, media liaison, public relations activities and  promotional events.”

Since its appointment, TWP Marketing has attended major consumer shows in Adelaide and Perth, the trade show AIME (AsiaPacific Incentives and Meetings Expo) in Melbourne, and has commenced building partner relationships with key wholesalers for the Mauritius market and Air Mauritius.

TWP’s Managing Director, Greg Wren, said the company had also launched a trade advertising campaign targeting the honeymoon market, a consumer media campaign promoting the extraordinary diving facilities, a spectacular 36-page special on Mauritius in Travel and Leisure and a digital media campaign.

“Our next step is to further develop the image and profile of Mauritius via campaigns which promote the location of Mauritius, the fabulous culinary traditions, Creole life and the world-class golf courses,” Mr Wren said.

“The response from the trade and from consumer media so far has been excellent. “The exotic cultural experiences of Mauritius, the wide range of activities and the romance of the Creole traditions hold great fascination for the Australian market. Our journalist attending Kreol International 2007 in December has successfully placed feature stories and images in Melbourne’s largest daily newspaper the Sun-Herald and other specialist fishing, surfing and watersports titles”

The increase in Australian arrivals compares very favourably with other markets. Africa showed a 1.8% increase for the same period to 35,898 visitors, Europe a 3.7% increase  to 119,918 visitors, and Asia 25.3% to 11,340 visitors. Only the Americas exceeded Australia’s 28.7% growth to 2679 visitors, with a 34% jump in American visitation to 2278 people.

Issued by:

Greg Wren

TWP Marketing Communications

+61(0)438 885 533

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