At the Top Resa trade fair in Paris, the overseas destination is resisting inflation

At the Top Résa show in Paris, the visitor that no one wants to see come through the doors of the exhibition hall at Porte de Versailles is inflation. Faced with constantly rising prices and the high cost of living in the overseas departments and territories, household wallets are taking a hit. To counter the galloping price surge and give destinations a boost and encourage tourists to come, Caribbean travel agencies have asked professionals to review their prices downwards. A recommendation that some understand, but others like Rodrigue Solitude, general manager of the Guadeloupe Islands Tourism Committee, think that these prices open the door to a new clientele.The destination of the Guadeloupe islands remains very attractive on the various markets, he lets it be known. It is true that there is this increase, but we are in a certain market and a strong image of our destination, so when we lose one type of clientele, we gain others. So the price has increased, but we have received other clients who can afford to come to our islands.”

In 2023, Martinique and Guadeloupe had reached a record peak of tourists. But in the current context, the year 2024 is not as flourishing and professionals in the sector have had to review their strategy, particularly in their approach to best adapt to the needs and means of customers.We have noticed a slowdown in our activities over the last few months due to inflation and also due to the price of airline tickets. So inevitably, customers have less purchasing power and they are reducing their sails, notes Cécile RIDARCH, director of the agency “Alwego sous les cocotiers”, in Martinique and Guadeloupe.

We adapt our services and benefits before touching our prices, because when we arrive at the high season, we have already had the low season dip. But we still need to ensure that the prices remain attractive for the customer, but also for us, the professionals.

However, economic players will be able to reassure themselves and breathe a little, the prices of plane tickets are falling a few months before the peak tourist season.“We are returning to something more reasonable and this is due to the drop in the price of diesel,” he said. Pascal de IZAGUIRRE, CEO of the airline Corsair. Another important element, Air France also announced that it would double its traffic to the island of Saint-Martin.

At their stand, a little further away, the tourism players from Reunion Island are approaching this event in a somewhat mixed way. On the one hand, they are happy to have had a successful 2023, but on the other hand, with inflation and the increase in airfares, just like their colleagues from the Antilles, they fear that 2024 will not be as successful. To stop this increase in airfares, the professionals from Reunion Island are calling for an opening up to air competition in order to also conquer new markets, and they are not forgetting the natives of Bourbon Island.In Reunion, there are possibilities to go elsewhere […] I am arguing for more international openness with one flight per week and also airlines with foreign companies. Afterwards, we are also counting on Reunion tourism, because we want to work with everyone and they are the best ambassadors to sell the destination” believes Patrick Lebreton, president of Reunion Island tourism.

Air competition that the Mahorais have also been waiting for a long time. They are even more affected, in particular because of the monopoly of the service provided by Air Austral, the cost of fuel and a landing strip that is far too short for large carriers. Mahoran tourism professionals are asking for the creation of a local company to generate cheaper tickets.” He There are some projects on the table that are being examined and also monitored by the department to improve the island’s service in the coming years. We hope that these projects can see the light of day, to facilitate the tourist flow. Local companies would allow us to set up combined services between Mayotte and the other islands in the region.” Michel Madi, director of the Mayotte Attractiveness and Tourism Agency.

Despite inflation, the overseas destination continues to attract tourists, but for how long? Professionals will probably have to sit around a table with all the players and start taking out the calculator to find the magic formula.