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In an exciting development for the tourism sector, the Seychelles government has appointed Vesna Rakić as the new Chief Executive Officer of the Seychelles Tourism Board (STB), effective 15 May 2026. This strategic appointment coincides with the board’s relaunch, aiming to enhance tourism governance, boost international marketing efforts, and promote sustainable growth tourism across the captivating islands.
The revival of STB is part of a broader initiative by the Seychellois government to establish the nation as a premier sustainable travel destination. Following the approval of the Seychelles Tourism Board Bill 2026 on 24 March 2026, the board has been endowed with a robust legal framework, enabling it to drive global destination promotion, stimulate tourism innovation, and ensure the sector’s sustainability and competitiveness.
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With over thirty years of extensive experience in tourism management and destination marketing, Ms. Rakić embodies the leadership needed for this pivotal role. Her impressive background reflects a consistently successful trajectory within Seychelles’ tourism landscape, marked by entrepreneurial spirit and transformative achievements. This appointment highlights a renewed commitment to operational excellence and long-term sectoral growth in the tourism industry.
Ms. Rakić holds a BA (Hons) in Business Administration with a specialization in Marketing from London South Bank University, which equips her with a solid foundation for spearheading international tourism promotion. Throughout her career, she has occupied various senior positions, including roles such as Director and Senior Consultant at Sales & Marketing Seychelles Pty Ltd, Head of Sales and Marketing at Bookseychelles, and Marketing Manager at Travel Services Seychelles Ltd.. Her experience encompasses managing high-profile destinations like Desroches Island Resort, showcasing her expertise in the luxury and eco-tourism segments.
Beyond her significant professional achievements, Ms. Rakić is highly regarded within the tourism community for her drive for innovation and collaboration. She is a founding member of the Seychelles Small Hotels & Establishments Association, illustrating her passion for advocating for small and medium-sized enterprises in the hospitality sector. Focused on improving market access and fostering partnerships, her contributions have confirmed her reputation as a transformative leader in Seychelles’ tourism sector.
As the CEO, Ms. Rakić’s mission will be to elevate Seychelles’ international profile amid a fiercely competitive global tourism landscape. She will spearhead initiatives aimed at strengthening the destination’s brand, cultivating strategic partnerships, and promoting innovative tourism offerings that not only draw international visitors but also yield sustainable economic benefits. Her leadership will emphasize the preservation of Seychelles’ unique environmental and cultural heritage, ensuring that tourism development aligns seamlessly with conservation efforts.
The reconstitution of the Seychelles Tourism Board signifies a crucial shift in tourism governance. Following its dissolution in 2021 as part of a government restructuring under President Wavel Ramkalawan, the board’s roles and resources were integrated into the Department of Tourism. This move aimed to optimize operations by consolidating tourism policy and marketing efforts within a streamlined government framework. During this transition, Sherin Francis, previously the CEO of STB, held the role of Principal Secretary for Tourism to ensure ongoing leadership continuity.
The 2026 relaunch of the STB, backed by the newly established bill, revitalizes the board’s role as the central authority in tourism strategy and global promotion. Focused on international marketing campaigns, enriching visitor experiences, and bolstering strategic collaborations, the newly minted board is determined to maximize Seychelles’ tourism potential and secure lasting sustainable growth across various industry segments.
With Seychelles increasingly recognized as a world-class travel destination, Ms. Rakić’s leadership will be vital in sustaining the nation’s competitive advantage. By leveraging market insights, strategic marketing, and innovative tourism products, the STB under her command aims to attract a broader array of visitors, increase tourism revenue, and enhance the overall visitor experience while emphasizing sustainable, high-quality tourism that preserves the archipelago’s natural beauty and cultural richness.
The choice of Ms. Rakić, along with the relaunch of the tourism board, reflects a proactive stance toward the future development of the industry. It signifies the government’s commitment to ensuring tourism remains a key driver of economic advancement, job creation, and international acclaim for Seychelles. Armed with a robust legal mandate, seasoned leadership, and a revitalized operational focus, the Seychelles Tourism Board is poised to advocate for innovative and sustainable tourism initiatives that benefit both the nation and its visitors.
Through this strategic initiative, Seychelles is well on its way to enhancing global visibility, attracting premium travelers, and reinforcing its standing as an eco-conscious luxury destination, ensuring the islands remain a vibrant model for sustainable tourism in the Indian Ocean and beyond.
Source: The post Seychelles Appoints Vesna Rakić as CEO of Re-launched Tourism Board to Drive Unstoppable Global Sustainable Tourism Growth and International Market Expansion first appeared on www.travelandtourworld.com.
