Jean-Marc Mocellin, CEO of Tahiti Tourisme

1. 261,000 tourists were welcomed in 2023, a record. Can you give us an overview of the tourism sector in Tahiti? What are the main challenges and opportunities?

In 2023, tourist numbers reached a new high of 262,000, up from the previous record of 236,600 in 2019. Interestingly, tourist expenditure rose from $2700 in 2018 to $3180 in 2023, resulting in a significant increase in local spending and tourism revenue, now totaling $770 million annually compared to $634 million previously.

Notably, North America dominates our market, with the US and Canada accounting for 42.9% and France for 30.3% of the share. Both markets saw substantial growth in 2023, with American tourism up by 18% and French tourism by 11%, largely due to improved airline connectivity.

Despite promising growth, challenges persist, particularly in room availability. Demand often exceeds supply, especially during peak seasons, with overall hotel occupancy reaching 74.5% in 2023. Efforts are underway to promote low-season travel and expand cruise offerings, focusing on smaller ships to minimize impact on local communities.

Looking ahead, while optimism surrounds the tourism sector, uncertainties, such as fluctuations in the American market due to elections, require strategic planning. Nonetheless, French Polynesia remains an attractive destination post-COVID, emphasizing its natural beauty and intimate accommodations while cautiously managing development.

2. Can you describe Tahiti Tourism's vision for the development of tourism in French Polynesia and how it is evolving under your leadership as CEO?

We've undergone a significant shift towards sustainable development, particularly evident in our comprehensive five-year plan, Fari'ira'a Manihini, meaning "welcoming people sustainably." This initiative was meticulously crafted during the COVID period through extensive collaboration with stakeholders, government bodies, local communities, and professionals in the tourism sector. It was formally endorsed by the former government at the end of 2022.

Our roadmap, aligned with the Global Sustainable Tourism Council (GSTC) standards, aims to position Tahiti as a leading destination for inclusive and sustainable tourism, focusing on benefiting both the local population and preserving the environment. We recognized the need for concrete actions beyond mere rhetoric, leading us to become GSTC members and undergo thorough training to implement sustainable practices effectively.

Awareness campaigns were launched across various platforms, including local TV and online channels, to educate professionals, service providers, authorities, and the public about sustainable tourism principles. Additionally, our local operations department actively disseminated information and training materials to the 23 touristic islands, ensuring a unified understanding and approach.

In parallel, we conducted essential research to lay the groundwork for our action plan. This included an assessment of our destination's sustainability by the GSTC, a study on the tourism sector's carbon footprint, and a comprehensive survey gauging the local population's sentiment towards tourism. These insights provided invaluable guidance for devising targeted strategies and initiatives.

Moving forward, our focus remains on collaborative efforts between the public and private sectors, as well as relevant associations, to execute our action plan effectively. We prioritize improving our tourism product and practices in alignment with sustainable principles, recognizing that this holistic approach is essential for long-term success and responsible growth.

3. What are the key market segments that Tahiti Tourism focuses on to attract travelers, and how does the organization adapt to changing market trends?

We have a diverse range of visitors, each with their own preferences and interests.

For instance, Americans tend to gravitate towards luxury experiences, often seeking out five-star accommodations and indulgent cruises, particularly in destinations like Bora Bora. They typically stay for around 8 to 9 days.

On the other hand, European tourists have a more varied approach. They often stay for a minimum of three weeks and like to explore multiple islands, opting for a mix of accommodations ranging from four or five-star hotels to cozy guesthouses. Many Europeans enjoy immersing themselves in the local culture and aren't afraid to venture off the beaten path.

4. What are your expectations and objectives for the next 5 years?

Our primary goal is to establish French Polynesia as a renowned destination for inclusive and sustainable tourism, akin to Bhutan's model of preserving its environment and culture while carefully managing tourism numbers. We aim to achieve this recognition without overwhelming our islands with mass tourism. Contrary to the government's objective of reaching 600,000 tourists, our focus isn't solely on increasing visitor numbers but rather on enhancing the quality of tourism experiences.

We envision a strategic approach that emphasizes the development of smaller-scale accommodations such as guesthouses and medium-sized hotels with 30 to 40 rooms. While maintaining a few flagship five-star properties, these smaller establishments allow us to expand tourism to lesser-known islands. Take, for instance, Taha'a, which transformed from obscurity to prominence with the introduction of a high-quality hotel, subsequently attracting attention and fostering the growth of smaller guesthouses.

Our strategy revolves around three key principles: firstly, to gain recognition as a sustainable destination; secondly, to distribute tourism flows across a broader range of islands beyond the well-known destinations like Tetiaroa, Moorea, Bora Bora, and Rangiroa; and thirdly, to ensure that development occurs in consultation with and benefits the local population.

The sentiment of our population towards tourism is paramount. Our recent survey revealed their strong desire to be involved in and informed about any developments on their respective islands. In our close-knit community, the voice of the people holds significant sway, making it imperative to engage them in decision-making processes. By addressing their concerns and ensuring they reap the rewards of tourism, we can foster mutual understanding and cooperation.

Moreover, sustaining visitor satisfaction is crucial. While our breathtaking natural landscapes are undoubtedly a draw, it is the warmth and hospitality of our people that truly set us apart. Therefore, any development must prioritize preserving our cultural heritage, protecting the environment, and meeting visitor expectations.

Ultimately, our success hinges on maintaining a delicate balance between tourism development, community engagement, and environmental conservation. By prioritizing these principles, we can safeguard the essence of French Polynesia for future generations while offering enriching experiences to our visitors.

5. Why have American investments in French Polynesia not yet materialized ? Are there any plans for hotel opening to cater to that market in the next few years ?

In response, it's worth noting that the country possesses ample land available for investors, including properties formerly occupied by hotels that have since closed, either for sale, redevelopment, or reconstruction. The government is keen to attract foreign investors by offering land and support, provided projects align with environmental and sustainability standards.

Historically, the small size of French Polynesia may have deterred foreign investors, but the country is now actively seeking investment opportunities. However, due to recent changes in government, investors may be cautious and awaiting confirmation of supportive policies.

While there are several projects in the pipeline, progress may be delayed as investors assess the political landscape and ensure the protection of their investments.

Additionally, the airport renovation project has faced legal challenges, prolonging the process. Despite this, a new cruise terminal is set to open soon, enhancing the visitor experience and accommodating more cruise passengers comfortably.

Overall, while there may be some delays and challenges, French Polynesia remains open to investment opportunities, and efforts are ongoing to facilitate sustainable development and enhance infrastructure.

6. What is your final message to Newsweek readers considering French Polynesia as a potential tourism destination?

Certainly, while the official count stands at 262,000 tourists, including excursionists, the total reaches around 300,000 visitors to French Polynesia. However, even with this figure, we remain vastly different from mass tourism destinations like Venice, which welcomes as many tourists in three days as we do in an entire year. This striking comparison underscores our commitment to preserving our unique identity and avoiding mass tourism pitfalls.

The onset of COVID-19 prompted us to reevaluate our approach to development. Previously, our focus was on growth without much foresight into sustainable planning. Now, we are dedicated to responsible and controlled development, ensuring that we maintain our boutique destination status characterized by a human scale and authentic cultural experiences.

Authenticity is at the heart of our success. Here, cultural traditions are not performed for tourists but cherished and celebrated because they are deeply ingrained in the local way of life. From traditional dances to flower lei greetings, these practices are genuine expressions of our culture, not just staged for visitors. Preserving this authenticity is paramount as we continue to evolve and improve while staying true to our roots.