Alain St. Ange discusses Africa’s tourism challenges and potential, emphasizing cultural integration, regional cooperation, and the need for intra-Africa travel to boost the continent’s tourism industry.
Interview by Niyi David (More Cream Than Coffee)
Alain St. Ange is a prominent figure in the tourism industry and hardly needs an introduction. Earlier this year, he visited Lagos, Nigeria, on a work trip and to attend Ambassador Ikechi Uko’s birthday celebration. During this time, I had the pleasure of sitting down with him for breakfast, receiving an autographed copy of his biography, “Alain St. Ange: A Life in Tourism,” written by Pascal Viroleau, and conducting this fascinating interview.
“My name is Alain St. Ange. I am the former Minister of Tourism, Civil Aviation, Ports, and Marine of the Seychelles. During my tenure, I focused on consolidating the tourism industry. My greatest achievement was engaging the people of Seychelles, encouraging them to see themselves as integral to this industry, which remains the pillar of the country’s economy.
Too often, countries across the globe – from north to south, east to west – view tourism as a sector belonging only to the business community, investors, and entrepreneurs. This view is misguided. Tourism belongs to the country and its people. When businesses, entrepreneurs, and the general population work together to value a nation’s assets, tourism thrives.
Its success lies in this holistic approach, where the population defends and supports an industry that is the backbone of their economy.”
“Seychelles is a relatively young country. Our first airport opened in 1972, when we were still a British colony. Sir James Mancham, the then Chief Minister who later became the founding president, asked a crucial question: ‘How do we put this new country on the world map?’
Until that point, the only way to reach Seychelles was via shipping lines from India to Kenya. We had no planes, no air routes. To introduce Seychelles to global tourism, he needed a big event, and thus the idea for the first Seychelles Carnival was born. It attracted a significant amount of press, positioning Seychelles as a new tourism destination.
Later, in 1976, we held the second edition of the carnival to coincide with our independence. After this, there was a long hiatus. We became complacent, content with the tourism we were attracting. But when I assumed office, I recognized that competition had grown fiercer, with many countries vying for the same tourists. We needed a fresh idea to draw global attention.
We realized that inviting the press to experience another beautiful beach or swim in our turquoise waters was not enough. After a while, those stories become repetitive. I decided to incorporate culture into Seychelles’ tourism marketing strategy. By introducing culture, we attracted people, and this led to the idea of creating an event centered on cultural participation.
To ensure media coverage, we coined the term ‘The Carnival of Carnivals’ and invited the world’s top carnivals to Seychelles. Brazil, Notting Hill from England, Venice from Italy, Cannes from France, Düsseldorf and Köln from Germany, and Trinidad and Tobago all participated. In addition, we invited cultural groups from around the globe to walk alongside the major carnivals.
The last carnival saw participation from 36 countries, including unexpected cultural contributions from nations like Sweden, with their mountain tribes, and country and western groups from the Americas. We hosted groups from Russia, China, and the Far East.
My message was clear: Seychelles, like South Africa, is a ‘rainbow nation,’ where people of different ethnicities, religions, and backgrounds live in harmony. No one lived in Seychelles before it was settled, and this unique melting pot of cultures is what defines us.
We demonstrated that people from all walks of life could walk side by side in mutual respect. The result was overwhelming media attention. Journalists from every corner of the globe descended on Seychelles to witness this remarkable cultural display. It became the largest cultural event ever staged in Seychelles and is still fondly remembered.
I am immensely proud of the team at the Ministry of Tourism and Culture, who, under my leadership, took this idea from nothing and made it a global success.”
“Africa has everything it needs to succeed in tourism – safaris, big game fishing, stunning beaches. Yet, the continent only receives about 6.5% of global travelers. Why is this? Many of the challenges Africa faces are man-made.
Governments need the willpower to address these issues. I commend Rwanda for their efforts and Kenya for moving towards making the country visa-free. Both nations are strong tourism destinations in their own right, and even though they are part of the East African community and compete against each other, they understand the bigger picture: bringing more tourists to Africa benefits all African nations.
Seychelles adopted a visa-free policy upon gaining independence in 1976, with our founding president declaring, ‘Friends of all, enemies of none.’ This philosophy still resonates today. If you are a friend, you are welcome to visit us without a visa. We don’t punish entire nations because of the actions of a few. However, we do take a firm stance against those who break our laws, such as drug traffickers.
To solve some of Africa’s travel challenges, particularly intercontinental travel, we need more direct routes within Africa. I recall when I had to travel from Seychelles to Gabon; I had to fly to Paris first before returning to Gabon – a lengthy journey that could have been much simpler if there were better connectivity within Africa. This is just one example, but there are many like it.”
“Africa needs Africans to understand and explore Africa. Too often, when we think of vacations, we look outside the continent instead of choosing destinations within Africa. We also have a tendency to look beyond our borders when making purchases, overlooking what is available on our own continent. This mindset needs to change.
If Africans traveled more within Africa, it would increase demand for flights, encouraging airlines to expand their services. Airlines operate based on demand, and this would help boost intra-Africa travel.
As someone who works extensively within Africa and the ASEAN bloc, I’ve come to appreciate the diversity and richness of what Africa has to offer. Every day, I discover something new – whether it’s the culture, the people, or the unique selling points of different African countries. Africa is rich in heritage and talent, and we need to embrace this.
We must also take pride in African cuisine. For example, I recently discovered a chicken dish in Ghana that I now talk about constantly. It’s an example of the type of culinary gems that should be promoted as part of Africa’s natural assets.”
“To truly succeed, Africa needs to foster unity and cooperation across the continent. We need regional bodies to facilitate this, but we also need external support when internal politics create barriers. Once these steps are taken, Africa will grow stronger.
Currently, we face challenges like foreign currency shortages, but these are often exacerbated by trading outside the continent instead of within. Africa’s growth and strength lie in regional cooperation and a united African Union that listens to and addresses the needs of its member states.”
“In addition to my work in tourism consulting, I recently had the honor of having my biography, ‘Alain St. Ange: A Life in Tourism,’ launched in Indonesia. This biography delves into the challenges I faced as a minister and private sector leader. I’m also launching a family history book titled ‘Alain & Ginette St. Ange: Family Ties,’ which traces both my family’s and my wife’s heritage.
Too often, we get caught up in work and forget to honor those who shaped us—our living family members and those who have passed away.”
“My work across Africa and the ASEAN block has reinforced the importance of collaboration. Last year, I worked on a World Bank-funded project to support tourism in Ghana. It was a short-term consultancy, but it highlighted the immense potential for growth within Africa.
The key takeaway is that Africa must focus on utilizing its own professionals. We know the continent, its people, and its customs, and we are best positioned to drive Africa’s tourism success. It’s not enough to ask for aid from outside—we must work with our own experts to move forward.”
“Looking ahead, I plan to publish my autobiography this year. It will cover my journey from growing up on La Digue, a small island with only 1,500 residents, to becoming a leader in the tourism industry. The book will chronicle my family’s history as farmers and plumbers, our experiences under British colonial rule, and the transition to independence and multi-party democracy. It will also highlight my time in politics and tourism, including the pioneering role my father played in establishing one of the first hotels in Seychelles following the opening of our airport.
This autobiography will be followed by two more books: one on my political career and one on my tourism career. These will provide further insight into the political and tourism developments in Seychelles, and how both my father and I contributed to shaping the industry.
In closing, I can honestly say I’ve lived a full life, with no regrets. Every decision I made, I made with intention, and I wouldn’t change a thing.”
“Africa’s future lies in unity. If we create an African tourism body, similar to SADC or COMESA, we can present a united front to the world. This body can showcase the unique selling points of each country and rewrite the narrative of Africa. Too often, the global media focuses on negative stories—diseases, coups, and conflicts—while ignoring the many positives.
Through a united tourism body, Africa can present its strengths to the world, and through this unity, we can elevate the entire continent’s tourism industry. The sooner the African Union recognizes tourism as a key economic driver and passes resolutions to support it, the sooner we can begin to reap the benefits of a stronger, more unified Africa.”
