Pacific Beachcomber, a pivotal figure in Tahiti's tourism landscape, discusses the sector's journey, highlighting its focus on quality tourism despite challenges like remoteness. The interview delves into Pacific Beachcomber's commitment to sustainability amidst the COVID-19 pandemic and its strategic approach to catering to American clientele. It concludes with a personal reflection on pride in contributing to Tahitian culture and an inviting message for travelers to explore French Polynesia's unique allure.
Can you give us an overview of the tourism sector in Tahiti? What are the main challenges and opportunities?
In 1960, Tahiti welcomed the same number of visitors as Hawaii. However, today, the contrast in visitor numbers is stark: Tahiti sees around 260,000 visitors annually, while Hawaii boasts a staggering 8,000,000. What led to this divergence?The explanation is multifaceted. Distance and remoteness play significant roles. Tahiti's ability to escape the negative impacts of over-tourism has allowed it to cultivate a tourism industry renowned for its high quality, albeit at a premium price compared to other destinations. Additionally, Tahiti benefits from political stability and substantial financial support from France, providing a solid foundation for its tourism sector. Excellent air connectivity to various markets further enhances its appeal.Geographic diversity, cultural authenticity, and natural beauty are among Tahiti's many advantages. However, its tourism development has lagged behind due to a lack of economic urgency. Tahiti has historically relied on French investment, particularly during periods such as nuclear testing, and continues to receive funding for essential services. Consequently, a significant portion of household incomes is government-funded, reducing the imperative for internally generated wealth.While tourism is now a stated priority for Tahiti's government, it was not the case for many decades, relegating the island to a lesser-known status among tourism destinations. Despite this, Tahiti's potential as a premier destination remains, awaiting further development and strategic initiatives to fully harness its allure.
You are the owners of the Brando, 3 intercontinental (2 in bora bora and 1 in tahiti) and 3 Maitai (Bora Bora, Rangiroa and Huahine). Could you give us a presentation on Pacific Beachcomber and provide us with some key figures?
Pacific Beachcomber, my company, was established in 1989. We manage 7 properties, although 1 has unfortunately closed due to the impact of COVID-19. Among our portfolio are 3 Intercontinental's, 3 Mai Tai, and The Brando.Employing approximately 1200 staff members, we've been actively engaged in the hospitality industry in French Polynesia for 35 years. All our hotel ventures are exclusively located in French Polynesia, demonstrating our unwavering focus and commitment to the region.Our strategy is centered on what we know best, maintaining a concentrated approach. Sustainability is a core value for us, and we prioritize investments in this area. We firmly believe that sustainability not only enhances our bottom line but also presents a compelling business case in its own right.
What is your growth strategy for 2024? and your goals for the next 5 years?
Certainly, Pacific Beachcomber has faced significant challenges during the COVID-19 pandemic, leading to deferred renovation plans and the unfortunate closure of one property. Additionally, we incurred substantial debt due to the seven months of border closure and subsequent loss of revenue, despite ongoing expenses, particularly in payroll.While governmental assistance was limited, our focus has been on navigating these difficult circumstances and managing our financial obligations. Despite the setbacks, we remain committed to enhancing our properties and relaunching our investments. However, the recent shift in the political landscape in French Polynesia towards less business-friendly policies has necessitated a temporary deferment of our investment plans until a more favorable business environment is established.Although new hotel openings are not imminent, we maintain aspirations for future expansions. While specific locations and sites have yet to be determined, our ambition to develop new hotels remains steadfast. As we continue to adapt to changing conditions, we are optimistic about the prospects of revitalizing our investments and contributing to the growth of the hospitality industry in French Polynesia.
You are leaders in sustainable hospitality. How does Pacific Beachcomber integrate sustainability principles into its operations and overall strategy?
At Pacific Beachcomber, sustainability is not just a practice; it's ingrained in our ethos across all our properties. However, at The Brando, our commitment to sustainability goes even further. We have expanded our efforts to the utmost extent possible.Achieving carbon neutrality in scope one emissions, which encompasses activities generating greenhouse gases, is a milestone we've reached at The Brando. A groundbreaking initiative we pioneered is seawater air conditioning, first implemented at our InterContinental Bora Bora Resort Thalasso Spa property. This innovative process utilizes deep-sea water from depths of 1000 meters to provide renewable, non-fossil, and cost-effective energy for cooling.Our approach to tourism at The Brando is transformative. We believe in empowering visitors to become catalysts for change by engaging in conservation and scientific research activities. Hosting a dedicated science station on the island allows us to accommodate researchers undertaking various projects. Guests have the opportunity to interact with scientists, comprehend the significance of their work, and contribute through donations, thus leaving a positive impact.We view this engagement as an integral part of the visitor experience, enriching their stay with a sense of fulfillment from making a tangible difference in the environment. This symbiotic relationship between tourism and conservation ensures that guests not only enjoy a top-notch vacation but also depart with the satisfaction of leaving a positive mark on the destination.
Can you please tell us more about your NGO Te Mana?
In 2004, I co-founded Te Mana with Dr. Cecile Gaspar, focusing on the conservation of the green sea turtle and marine life. Our center in Tahiti, located within our resort, serves as a sanctuary for injured or sick sea turtles, where we rehabilitate them and release them back into the wild, often accompanied by school children.We are deeply committed to education, collaborating with schools throughout Te Mana to run comprehensive programs on green sea turtles. Over the years, we've reached an impressive 170,000 students through these initiatives.Since 2004, Te Mana has been monitoring the nesting activities of female green sea turtles on the atoll of Tetiaroa. Initially, we observed only around two dozen nesting tracks annually. However, with the establishment of a permanent base for resort construction on KTRL in 2009, we were able to effectively combat illegal turtle poaching by monitoring and reporting intruders. Consequently, the incidence of illegal poaching declined, leading to a remarkable increase in the number of female nesting tracks on the beaches of TTRR, soaring from approximately 25 to over 1000 tracks, with this year recording an astounding 1300 tracks.Our efforts have undoubtedly made a significant positive impact on the nesting population of green sea turtles on TTRR, reinforcing our dedication to marine conservation and the preservation of these magnificent creatures.
How important is the American clientele for Pacific Beachcomber?
The US market represents a significant portion, approximately 48%, of all visitors to our group, making it the single largest market for us. When combined with Canada, these two countries contribute close to half of our total visitors. Europe, particularly France, constitutes our second major market, providing a valuable source of diversification. Having such prominent markets allows us to maintain stability, as fluctuations in one market can be offset by the performance of the other.
What is your communication strategy to cater to the American clientele?
In terms of communication strategies tailored to our American clientele, we recognize the increasing influence of word-of-mouth recommendations, especially in the era of social media. People are more inclined to visit a destination based on recommendations from friends and trusted individuals, whether conveyed in person or through digital platforms. While we still value the role of travel advisors, many travelers now rely on personal networks for guidance.As a result, our marketing efforts prioritize fostering positive experiences that encourage travelers to share their adventures with others. We focus on leveraging digital and physical channels to amplify word-of-mouth recommendations and engage with potential visitors. Additionally, we maintain strong partnerships with travel advisors to ensure that French Polynesia remains top of mind when they assist their clients in planning their vacations. By embracing the power of personal recommendations and cultivating relationships within the travel community, we aim to continue attracting American travelers to our breathtaking destinations in French Polynesia.
What are you most proud of in your personal and professional life?
I take great pride in the work we've accomplished in French Polynesia. From the outset, my aim has been to make investments that not only benefit the local community of Tahiti but also preserve and celebrate its rich cultural heritage. I believe in creating developments that the people of French Polynesia can take pride in, investments that honor their remarkable cultural history and contribute positively to their legacy.Resort development is undeniably challenging, which is why it's essential to invest in projects that align with the desires and needs of the community. Throughout my endeavors, I've strived to prioritize investments that resonate with the people of Tahiti, ensuring that our developments are welcomed and embraced by the local population.I am genuinely proud of the contributions we've made to Tahiti, and I remain committed to continuing our efforts to enhance the region in ways that uplift the community and celebrate its unique cultural identity.
What is your final message to Newsweek readers considering French Polynesia as a potential tourism destination?
Indeed, there's an undeniable magic to Tahiti. It's one of those rare places where the extraordinary blend of cultural authenticity and breathtaking natural beauty creates an unparalleled visitor experience.The Tahitians themselves are a testament to this allure. Their remarkable history, dating back over a millennium, includes astonishing feats of seafaring exploration in small craft that defy imagination. Despite the passage of time, they continue to inhabit these islands, preserving their indigenous culture, language, and traditions unlike many other indigenous peoples around the world.The richness of Tahiti's cultural heritage, coupled with the pristine beauty of the islands, forms a foundation for a promising future. Tahiti's unique position as a place where ancient traditions thrive amidst stunning landscapes suggests boundless potential for continued growth and prosperity.
