Mauritius & the rapidly emerging lucrative Russian outbound tourism market

A critical analysis of some key elements of the destination marketing strategy adopted by MTPA to penetrate the market

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The history of tourism is not a new phenomenon and it goes back as far as the early Greek and Roman civilisations. The tourism sector is recognised as a key component in the socioeconomic development of many countries. A strategy to diversify from ‘EURO’ to ‘BRICS’ tourists was aimed to further develop the Mauritian economy, achieve a competitive advantage through innovation, and position the destination competitively vis-à-vis rapidly emerging economies. Goldman Sachs (2004) report “Dreaming with BRICS” predicted the major force behind the BRICS nations in driving the global economy, and stimulating demand for travel. Travel & Tourism generated US$7.6 trillion (10% of global GDP) and 277 million jobs (1 in 11 jobs) for the global economy in 2014, outclassing other industries such as financial services and healthcare. The growth continued in 2015 and, to date, tourists from emerging economies represent 46% share of international arrivals (WTTC).


Shaffick Gobindram


Shaffick Gobindram - Executive Master of Business Administration with merit The Tourism Industry has always been my passion.

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Publishing House:

LAP LAMBERT Academic Publishing


tourism marketing, destination marketing, Mauritius, Russia

Product category:

BUSINESS & ECONOMICS / Marketing / General