As Seychelles celebrates 50 years of independence and five decades of tourism, the destination is entering a new era. Following the reinstatement of the Seychelles Tourism Board, Vesna Rakić has been appointed Chief Executive Officer to lead the next chapter of the island’s tourism journey.
We sat down with Rakić to learn more about her background, explore her vision for the Seychelles brand, and discuss what the future holds for one of the world’s most remarkable island destinations.
What brings you to this role at such a defining milestone for Seychelles tourism?
Vesna Rakić: Hospitality has always been in my roots. My grandmother opened one of the very first guesthouses in Bečići, a small village in the early 1970s. I grew up around her long dining table, watching her cook and share food with visitors. That planted the seed in me for tourism and that old-school Creole warmth.
Over the last 30 years, I’ve worked across destination management, entrepreneurship and building systems to support local tourism businesses.
I didn’t necessarily plan to step into this position, but throughout my life, I’ve found myself placed where I’m needed. When your country calls you, you rise. Re-establishing the Seychelles Tourism Board is an immense responsibility, but I accept it with great humility and purpose. I am here to build a Tourism Board that is present, accountable, and genuinely in service of our industry partners, our visitors, and our people.
What do you hope your contribution will be, and what does success look like for the future?
Vesna Rakić: Simply put, I want to leave the industry and the country stronger, and put in place lasting structures that carry this body forward.
Success means staying true to our core values while continuing to thrive. Seychelles is a premium destination by virtue of what it is—our biosphere, its uncrowded beaches, genuine hospitality, and space for tranquillity. Success by 2026 means those qualities remain protected and environment- and kept our communities at the heart of tourism—not just as participants, but as the main beneficiaries and ambassadors of our success.
How does the Seychelles destination brand evolve while staying authentic?
Vesna Rakić: The Anse World brand is powerful because it is earned, not invented. We don’t need to change what Seychelles is; we just need to share it through genuine, living stories.
Our Creole culture isn’t a set of stage performances created for tourists—it’s a living culture. It’s our food, our music, our art, and our everyday life. We want to move beyond surface-level metrics and work with trusted storytellers, journalists, and local Seychellois who can share these real experiences. A brand that is lived on the ground is always far more powerful than a brand that is just marketed on a screen.
How do you translate “higher-value, lower-impact” tourism into practice?
Vesna Rakić: Nature is our foundation—it underpins everything we do. Everything grows from it, which is why protecting nature is protecting tourism.
In practice, higher-value tourism isn’t about luxury for its own sake. It’s about encouraging visitors to slow down, stay longer, and experience the core joy of simple island living while freely exploring our beautiful islands. Whether someone stays in a welcoming local guesthouse, a boutique hotel, or a luxury resort, every visitor should feel that connection. Programmes like Sustainable Seychelles help us set clear standards across the board so that responsible, eco-friendly practices become the norm for our whole industry.
How will technology and AI shape destination marketing moving forward?
Vesna Rakić: By leveraging technology and AI, we’ll strengthen our marketing intelligence capabilities, enable data-driven decision-making, improve efficiency, and deliver more personalised marketing.
Technology must never replace creativity, authenticity, human relationships, or real hospitality. My focus is using digital tools to surface the real stories of our people and places, building trust and credibility before reach.
What is your strategy regarding regional cooperation and connecting with the African continent?
Vesna Rakić: It’s a very exciting time for Africa, and Seychelles is proudly an African destination with deep regional roots. Given our proximity and growing air connectivity across the continent, I want us to move much closer to the continent.
Cruise Expeditions will potentially connect down to Cape Town with new development there, so not restricted to Indian Ocean and eastern region solely.
What is your message to the international travel trade and local industry partners?
Vesna Rakić: To our global travel partners, you can expect a reinstated Tourism Board that knows our constraints, communicates clearly, and listens. We recognize that the private sector is the real engine of this industry, which is why our board is built alongside private sector leaders to drive practical results.
And to every Seychellois: tourism belongs to you. Whether you run a guesthouse, fish for local restaurants, drive a taxi, or share our culture, you are the backbone of this industry. Our job at the Tourism Board is to make sure tourism works for you, protects your way of life, and preserves this extraordinary destination for generations to come.
“Nature is our foundation—it underpins everything we do. Everything grows from it, which is why protecting nature is protecting tourism.”
This article was published in the August 2026 edition of the VoyagesAfriq Travel Magazine
