A New Direction For Tahiti Tourisme

PSLess than two months after adopting a new global brand image, Tahiti Tourisme is getting a new CEO.

Taking over from Anne-Sophie Lesur as of July 31 is tourism marketing specialist Paul Sloan, who has more than 20 years experience in a wide range of tourism positions, both in Tahiti and in the US, and has worked extensively in the areas of marketing, strategic planning, communications, branding, and business development.

Mr. Sloan, 52, holds a Master of Tourism Administration degree from The
George Washington University School of Business with specializations in Marketing and Sustainable Tourism Development, as well as Professional Certification in Tourism Destination Management from the International Institute for Tourism Studies in conjunction with the United Nations World Tourism Organization (UNWTO). Previous positions include Director of Marketing & Promotions for Tahiti Tourisme’s North America office and most recently in the same role at Visit San Luis Obispo County in California.

With his main objective to increase tourist arrivals, Mr. Sloan said his strategy with Tahiti Tourisme will be to “deliver the right message to the right customer in every market.” The 3 priorities for promoting the Islands of Tahiti are to develop a strong brand and differentiate ourselves from our competitors, adapt our brand to what our target customers are looking for, and finally, generate demand for the destination through every activation with the right assets and a strong emphasis on marketing ROI.

During the local tourism fair in September 2014, Paul Sloan summarized his vision for Tahiti Tourisme in 3 points:

  • To develop synergies between tourism actors and partners (local tourism offices, the association for family pensions and other professional tourism associations, the private sector, the public sector, and as well local communities).
  • To increase efficiencies in communication and marketing via greatly enhanced targeting of our specific customer profile in each market (Discerning Explorer), and with greatly increased tracking of KPI’s (key performance indicators) and analysis of marketing ROI (return on investment).
  • To grow tourism to grow local jobs and advance the local economy.

As he expressed it to the media, tourism is a key economic resource for French Polynesia and “…we need to work more together to be more effective. We are all in the same va’a.”

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