Seychelles reinforced its dedication to regional tourism collaboration through its participation in the General Assembly of the Vanilla Islands, held concurrently with the International Tourism Fair of Madagascar (ITM) from 12 to 15 June 2025.
The General Assembly, which took place on 12 June at CCI Ivato, is the official meeting of the Vanilla Islands Organisation, a marketing brand representing a group of six Indian Ocean islands: Seychelles, Madagascar, Réunion, Mauritius, Comoros, and Mayotte. Established in 2010, this cooperative effort aims to promote the region as a unified tourism destination by combining the individual strengths of the islands to attract more visitors.
Mrs Bernadette Willemin, Director General for Destination Marketing at Tourism Seychelles, represented Seychelles at the Assembly, where Mauritius, represented by Junior Minister for Tourism, Hon. Sydney Pierre, was reappointed as head of the organisation until December 2025. Comoros is set to assume the presidency in January 2026.
A new working group has been established with the mission to position the Vanilla Islands product on the global tourism map and to showcase the image of the Indian Ocean as one of the world’s most beautiful regions to international travel trade professionals. The initiative also aims to inform and engage as many travel agencies as possible around the world. Each island will delegate a representative from their marketing teams to contribute to this effort.
Key milestones of the group's activities include a roadshow during the Top Résa trade fair and the launch of a new brand identity through a strategic repositioning effort at ITB Berlin in 2026.
“The International Tourism Fair of Madagascar provides an essential platform for strengthening our regional partnerships within the Vanilla Islands framework. With enhanced connectivity through new air routes and collaborative initiatives like the Vanilla Islands map, Seychelles is well-positioned to offer seamless travel experiences across the region. We remain committed to working closely with our association partners to promote sustainable tourism growth and open new opportunities for businesses and travellers alike,” explained Mrs Willemin.
Tourism Seychelles also had an active presence at the International Tourism Fair of Madagascar. For more information on its engagement with tour operators and other stakeholders at the fair, please refer to the separate release: “Seychelles Strengthens Regional Ties at 11th International Tourism Fair of Madagascar (ITM).”
