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Benoît Harter Appointed Director of the Mauritius Tourism Promotion Authority Benoît Harter Appointed Director of the Mauritius Tourism Promotion Authority

Mauritius Appoints Benoît Harter to Lead Tourism Promotion Amid Rising Regional Competition

Mauritius is ushering in a new era for its tourism sector with the appointment of Benoît Harter as Director of the Mauritius Tourism Promotion Authority (MTPA). Announced by Minister of Tourism Richard Duval, this leadership change comes at a pivotal moment as the island nation faces intensifying competition from other Indian Ocean destinations and shifting expectations among global travellers. The MTPA, a statutory body under the Ministry of Tourism and Leisure, is tasked with shaping and promoting Mauritius’ international tourism image, a role that is increasingly complex in today’s dynamic market environment.

Minister Duval emphasized the need for close coordination between the MTPA’s executive management and its governance structure, describing the period ahead as both challenging and full of opportunity. Harter will work alongside MTPA Chairman Dinesh Burrenchobay, whose recent appointment is seen as a strategic move to reinforce leadership and drive the Authority’s new vision. The ministry has outlined a clear mandate for the new team: reposition Mauritius in its traditional source markets, attract new visitor segments, and adapt the destination’s tourism offer to evolving trends in luxury and sustainable travel.

Tourism remains a cornerstone of the Mauritian economy, and the MTPA’s effectiveness in promoting the island abroad is critical to maintaining its competitive edge. Among the immediate challenges are strengthening visibility in European and Asian markets, modernising digital communication tools, and cultivating a distinctive destination identity that stands out in a crowded regional landscape. The ministry has made it clear that the new leadership is expected to guide the MTPA through a period of transition as the sector continues to adjust to post-pandemic realities and rapidly changing global market dynamics.

Benoît Harter brings a wealth of experience to his new role, with 28 years across hospitality, creative industries, and event management. His career began in Mauritius’ luxury hotel sector, including stints at Scott, Sugar Beach Resorts, and Trou aux Biches Resort, where he gained hands-on expertise in high-end tourism operations and developed a keen understanding of international client expectations. This background positions him well to lead the MTPA’s efforts to elevate Mauritius’ profile among discerning travellers and adapt to the latest trends in experiential and sustainable tourism.

One of Harter’s immediate priorities will be the restructuring of the MTPA to enhance agility and effectiveness. He has already indicated that his first focus will be on the Authority’s promotional campaign for the first half of 2026, with January forecasts described as positive and a clear intention to sustain momentum through February and March. This proactive approach is expected to help Mauritius maintain its appeal in key markets while exploring new avenues for growth.

For Africa’s travel industry professionals, the developments in Mauritius offer valuable insights into the importance of leadership renewal, strategic marketing, and destination repositioning in a highly competitive environment. The island’s experience underscores the need for continuous adaptation, investment in digital tools, and a strong focus on both traditional and emerging visitor segments. As Mauritius navigates this period of transition, the actions of the MTPA’s new leadership will be closely watched by stakeholders across the continent seeking to strengthen their own tourism offerings and respond to evolving global trends.

With a renewed leadership team and a clear mandate for innovation, Mauritius is positioning itself to not only defend its market share but also to set new benchmarks in luxury, sustainability, and destination branding. The coming months will be critical as the MTPA rolls out its new strategies and works to ensure that Mauritius remains a top choice for travellers from Africa, Europe, Asia, and beyond.