Benoît Harter Appointed New Director of MTPA: 'There are Major Issues to Address'

Benoît Harter has been appointed as the new director of the Mauritius Tourism Promotion Authority (MTPA) as of December 18, and he will officially assume his duties today, December 19. His appointment follows the dismissal of Claire Le Lay, the president, and Avinash Teelock, the director, on November 11.

In an interview with Le Défi Quotidien, Harter did not shy away from acknowledging the challenges ahead: "There are significant issues to tackle. As indicated by Minister Richard Duval, who has placed his trust in me, there are multiple battles to fight on several fronts. I am an action-oriented person, an entrepreneur, and time is of the essence. I will begin today with the promotional campaign for the first half of 2026. The good news is that the forecasts for January are optimistic," he stated.

Harter promises that more will follow, with a clear, long-term vision aimed at sustainably structuring the Mauritian economy, enhancing a leadership duo poised to navigate a pivotal change. He intends to take Mauritius towards new horizons and opportunities.

This appointment is strategic, occurring amid fierce regional competition as destinations like the Maldives, Seychelles, and Zanzibar increasingly capture the imagination of international travelers.

With 28 years of experience in audiovisual, events, and creative industries in both France and Mauritius, Benoît Harter presents a unique yet strategic profile. The Franco-Mauritian claims to possess knowledge of international markets and local realities, along with expertise in strategic marketing, innovation, and brand storytelling.

His ambitious roadmap includes repositioning Mauritius in its traditional source markets, attracting new customer bases, deeply modernizing digital communication, and particularly enhancing the Mauritian tourist identity beyond beach clichés. "We need to tell the story of Mauritius differently," he emphasizes.

Javed Sobah