The Government of Seychelles has officially reinstated the Seychelles Tourism Board (STB), marking a significant policy shift to strengthen the country’s international tourism competitiveness, improve governance, and rebuild a dedicated destination marketing structure after five years under a centralized government tourism framework.
The announcement coincides with the appointment of veteran tourism executive Vesna Rakić as Chief Executive Officer of the newly re-established organization, effective 15 May 2026.
The move signals what many industry stakeholders view as a strategic recalibration of Seychelles’ tourism governance model at a time when global tourism destinations are facing intensified competition, evolving traveler expectations, and increasing pressure to deliver sustainable economic growth.
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Why the Seychelles Tourism Board Was Dissolved
The original Seychelles Tourism Board was dissolved in 2021 following a broader government restructuring initiative introduced by President Wavel Ramkalawan’s administration.
At the time, the government argued that merging tourism policy and destination marketing under a single centralized Department of Tourism would improve operational efficiency, reduce duplication, and streamline decision-making. The Seychelles Tourism Board Act was repealed, and all functions, staff, assets, and liabilities were transferred directly to the Department of Tourism.
Former STB Chief Executive Sherin Francis subsequently became Principal Secretary for Tourism, overseeing both policy and promotional responsibilities within the same government structure.
However, while the consolidation was initially intended to create administrative efficiency during a period marked by the COVID-19 tourism crisis and economic uncertainty, concerns gradually emerged within the tourism industry about whether Seychelles had lost an agile, industry-focused marketing institution capable of responding effectively to rapidly changing global tourism dynamics.
Why the Government Reinstated STB After Five Years
The decision to re-establish the Seychelles Tourism Board through the Seychelles Tourism Board Bill 2026 reflects growing recognition that destination marketing requires specialized leadership, commercial flexibility, and stronger collaboration with private-sector tourism operators.
Industry observers note several likely reasons behind the reversal:
1. Need for Dedicated Global Destination Marketing
Tourism remains the backbone of Seychelles’ economy, contributing significantly to GDP, employment, foreign exchange earnings, and investment. As global tourism markets became increasingly competitive post-pandemic, many tourism professionals believed Seychelles required a dedicated agency focused entirely on international branding, market intelligence, trade partnerships, and destination promotion.
Under the centralized government structure, critics argued that marketing efforts risked becoming too bureaucratic and less responsive to international market trends.
The reinstated STB is expected to restore a more commercially driven approach to destination marketing.
2. Greater Industry Collaboration
Tourism stakeholders, particularly hoteliers, airlines, destination management companies, and small tourism operators, have long advocated for stronger public-private collaboration in tourism planning and promotion.
An independent tourism board traditionally serves as a bridge between government policy and industry needs. The re-established STB is expected to rebuild closer partnerships with tourism businesses and improve coordination across the tourism value chain.
3. Strengthening Tourism Resilience
Global tourism has undergone a profound transformation since 2021. Destinations now face growing challenges related to sustainability, climate adaptation, digital marketing, air connectivity, geopolitical instability, and changing consumer expectations.
The government’s decision to revive STB appears aimed at creating a more resilient and strategically focused tourism institution capable of navigating these complex challenges while preserving Seychelles’ premium market positioning.
4. Long-Term Brand Protection
Seychelles competes globally as a luxury, environmentally sensitive, and high-value tourism destination. Maintaining this positioning requires continuous brand management and market presence.
The reinstated STB will likely focus heavily on protecting the Seychelles brand while balancing tourism growth with environmental conservation and cultural preservation.
Ministry of Tourism Seychelles
Sherin Francis remains the Permanent Secretary of Tourism under the Seychelles Minister of Tourism, the Hon. Nicola Amanda J. Bernstein.
She will look for product policy, development, monitoring, standards, international corporation, strategic planning, and human resources.
The new CEO of the Seychelles Tourism Board (STB), Vesna Rakić, takes over all marketing for Seychelles. She will have a Board of Directors with direct operational lines to the Minister of Tourism
What Will Be Expected From the New STB
The re-established Seychelles Tourism Board is expected to operate with a broader and more modern mandate than its predecessor.
Key expectations include:
- Strengthening Seychelles’ visibility in key international tourism markets;
- Expanding partnerships with airlines, tour operators, travel advisors, and digital travel platforms;
- Supporting tourism product diversification beyond traditional luxury beach tourism;
- Enhancing visitor experiences and destination quality standards;
- Promoting sustainable tourism practices and environmental stewardship;
- Supporting smaller tourism enterprises and community-based tourism initiatives;
- Increasing tourism resilience against economic and geopolitical shocks;
- Leveraging digital marketing, data analytics, and innovation to improve competitiveness.
The board is also expected to play a major role in balancing tourism growth with the country’s environmental priorities, especially as Seychelles continues positioning itself as one of the world’s leading sustainable island destinations.
Vesna Rakić Brings Extensive Industry Experience
Leading this transition will be Vesna Rakić, a respected tourism professional with more than three decades of experience across multiple sectors of the tourism industry.
Her background spans destination marketing, tourism product development, sales strategy, entrepreneurship, and tourism systems strengthening.
Rakić holds a BA (Hons) in Business Administration (Marketing) from London South Bank University and has held senior leadership positions at several tourism organizations, including Sales & Marketing Seychelles Pty Ltd, Bookseychelles, Creole Holidays, and Travel Services Seychelles Ltd.
Her previous responsibilities included overseeing key tourism portfolios, including Desroches Island Resort and Cat Cocos.
She is also recognized as a founding member of the Seychelles Small Hotels & Establishments Association and has been closely involved in initiatives supporting tourism innovation, market access, and industry collaboration.
A Critical Moment for Seychelles Tourism
Rakić’s appointment comes at a pivotal moment for Seychelles tourism.
While the destination has remained globally attractive, the tourism sector faces mounting pressure from rising regional competition, changing travel patterns, sustainability expectations, and the ongoing need to diversify source markets.
The re-established STB will therefore be judged not only by its marketing performance, but also by its ability to modernize Seychelles’ tourism strategy while preserving the environmental and cultural assets that define the island nation’s international appeal.
For many within the tourism industry, the return of the Seychelles Tourism Board represents more than an administrative change — it reflects a broader acknowledgment that tourism marketing and destination management require specialized focus, strong industry partnerships, and long-term strategic vision in an increasingly competitive global tourism landscape.