Reunion Island eyes new international visitor growth

La Reunion Island is one of France’s overseas regions, located in the Mascarene Islands of the Indian Ocean. While the majority of its arrivals come from Metropolitan France, the CRT (Comité Réunionnais du Tourisme), the agency in charge of tourism development, is now looking at targeting new markets beyond France. Among them, specific markets in Europe, Africa and Asia.

Patrick Lebreton, President of CRT, explained in exclusivity to Travel Mole at IFTM Top Resa how the agency will conquest new markets. 

Could you tell us about Reunion Island’s international tourism strategy and which markets you’re targeting first?

Patrick Lebreton – We currently welcome about 556,000 visitors a year -over 600,000 if we include cruise visitors-. and we want to focus on quality tourism. We are proud of our UNESCO World Heritage site—with the Pitons, Cirques and Ramparts and about our ability to offer a unique culture and a remarkable “living together” spirit. Most of our visitors still come from mainland France, but we’re working hard to diversify internationally, especially across Europe.

What is the market share of mainland France in your total inbound? 

Patrick Lebreton – Around 78 to 82%. We’d like to see that share drop by 10–15 % as we want to attract more international travelers. We work hard to achieve it. For example, we recently signed an agreement with German airline Condor for a new route from Frankfurt. It will start with a stopover in Mauritius, but the goal is direct service—one or two weekly flights—once demand grows.

Which European markets are you looking at? 

Patrick Lebreton – Germany, the U.K., Belgium, Switzerland—neighboring countries that are natural fits for our tourism product.

And beyond Europe?

Patrick Lebreton – Regionally, we want stronger links with Africa. We currently have service to Johannesburg, though flight times make onward connections to the rest of Africa tricky. We’d like to shift that schedule earlier. We also maintain service to Bangkok, a flight which will see additional services in the near future. It is an important flight for us because Reunion Island is the closest EU territory to Asia—about a six-hour flight with minimal time difference and a relatively same climate. In Bangkok, we can easily offer connections to the rest of Asia. 

Are you confident the island’s hotels meet international standards?

Patrick Lebreton – We’re improving steadily. As I am not only the President of the Tourism Agency but also the first vice president for the Region Council, I can state that tourism is now outpacing agriculture in economic importance. Through EU programs we offer incentives—up to 60% funding in certain areas—to encourage new four- and five-star properties beyond the north and west coasts, helping us to re-balance development across the island.

What kind of tourism growth are you planning for?

Patrick Lebreton – We’re not chasing a million visitors. We want sustainable, experience-driven travelers that respect the environment. The ones who really value low carbon footprint, the origin and the quality of food as well as authentic culture. Today we count roughly 600,000 tourists annually and we feel happy with that number. But we are above all please that 90 to 95% say they want to return.

Any plans for luxury retail to attract Asian visitors who might expect high-end French brands as part of France image? 

Patrick Lebreton – It’s been discussed, but I must admit, it is our weak point. We looked at it but we finally concluded that our strength remains nature and culture. Such as our volcano that erupts regularly, our distinctive Creole cuisine, and our harmonious blend of cultures. That’s what truly sets Reunion apart and what we will continue to highlight.

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