Claire Le Lay Appointed to Redefine Mauritius Tourism Strategy
Claire Le Lay has been named the new president of the Mauritius Tourism Promotion Authority (MTPA), stepping into this critical role at a time when the island nation faces stiff competition from regional giants like the Maldives and Thailand. With her extensive experience in luxury branding and tourism, Le Lay’s leadership marks a pivotal moment for Mauritius as it seeks to solidify its position as a top-tier travel destination.
Backed by a clear mandate from Prime Minister Navin Ramgoolam and Tourism Minister Richard Duval, Le Lay has set her sights on redefining the country’s global tourism strategy. “Our destination must reinvent itself,” she emphasizes, underscoring her transformative vision for the island. Her approach prioritizes authenticity and ecotourism, aligning Mauritius with the growing global demand for sustainable and meaningful travel experiences. This focus is set to attract high-value travellers who now favour destinations that offer exclusivity while respecting cultural and environmental heritage.
To achieve this transformation, the MTPA will concentrate on targeted promotions and form strategic partnerships with influential personalities, ensuring every collaboration is based on well-structured contracts. “Quality will prevail over quantity,” Le Lay affirms, signaling her intent to elevate Mauritius as a destination tailored for discerning travellers. Le Lay also recognizes the importance of collaboration in this process and plans to engage both local and international stakeholders in a comprehensive consultation process. Her goal is to establish a unique identity for Mauritius that resonates with global markets while safeguarding the island’s rich traditions and natural beauty.
Le Lay’s appointment brings with it a wealth of expertise. A graduate of the prestigious École Française des Attachés de Presse, she began her career alongside Thierry Sabine on the legendary Paris-Dakar Rally. She later held senior communications roles with luxury brands such as Lancôme and the Saint Louis Group, further honing her expertise in high-end branding. Since moving to Mauritius in 1993, she has led communications efforts for the Roland Maurel Group and founded her own agency, BAO COMM, solidifying her reputation as a communications powerhouse.
As Mauritius works to carve out a distinct niche in the competitive global tourism market, Le Lay’s leadership could usher in a new era for the island. By championing authenticity, sustainability, and exclusive experiences, her vision promises to reshape Mauritius into a destination that thrives amidst evolving traveller preferences, ensuring a resilient and prosperous future for the country’s tourism sector.
