In this episode of_I Am Tourism, host Lori Cohen sits down with Bernadette Willemin, Director General of Marketing at Tourism Seychelles, whose remarkable journey from radio and television presenter to global tourism advocate proves that storytelling can shape an entire nation’s brand.

Bernadette shares how her early career in broadcast journalism helped her learn not just how to tell stories, but how to listen.

Now leading the marketing efforts for one of the world’s most aspirational island destinations, she explains why it was important for her – after 32 years abroad – to return home and help rewrite what people think they know about Seychelles.

This conversation explores the country’s shift toward community-based tourism through initiatives like Seychelles Secrets, which highlights locally owned boutique properties that offer cultural immersion beyond sun-and-sand stereotypes. For Bernadette, it’s about making sure travellers don’t just see Seychelles – they feel it.

Key Takeaways:

Bernadette Willemin:

• “Seychelles will never be mass tourism – it cannot be mass tourism.”
• “The perception is that we’re expensive—but nearly 60% of our inventory are small guesthouses, self-catering units… many are Seychellois-owned.”
• “With *Seychelles Secrets*, we want guests who don’t just check in… they connect.”