This paper discusses the challenges facing the Mauritian tourism industry. The tourism industry has established itself firmly as a vital economic activity on the island through its direct contribution to GDP growth and foreign exchange earnings, and, indirectly, through employment creation. The complex and interdependent nature of the industry is compounded by aspects of seasonality and vulnerability witnessed recently during the global recession. The Mauritian nation must be in a state of preparedness to deal with H1N1, Chikungunya and other types of epidemic infections swiftly. Competition has become intense between similar island tourist destinations like Seychelles and the Maldives. Marketing strategies have focused on branding Mauritius and the luxurious large hotel resorts and their entertainment opportunities like golf club, casinos, deep sea fishing and the tourist spots in the island. The importance of positioning Mauritius as a tourist destination, the way local people can be involved so that they benefit meaningfully from such initiatives and opportunities for the development and key challenges are discussed.

Keywords: Tourism, Mauritius, vulnerable industry, marketing strategies.