Leadership transition reinforces the nation’s long-term commitment to sustainability, cultural integrity and high-value tourism.
A new chapter of sustainable growth, cultural enrichment and strategic global engagement.
Seychelles has sworn in Amanda J. Bernstein as its new Minister for Tourism and Culture following a presidential cabinet announcement on 6 November 2025. She becomes only the second woman to hold the post, marking a milestone moment for the island nation’s most influential industry.
Her appointment signals continuity, confidence, and a renewed commitment to strengthening Seychelles’ position as a leading global destination — one defined not only by its natural beauty but by cultural depth, sustainability, and strategic diplomacy.
A Diplomatic Career Built on Communication and Global Engagement
Bernstein brings a diverse portfolio of experience across diplomacy, communications and the private sector. Born and raised in Seychelles, she pursued her education in the United Kingdom, earning a Bachelor’s degree in Political Science and Journalism from Kingston University, followed by a Master’s degree in Diplomacy and International Studies from SOAS, University of London.
Her early career at the International HIV and AIDS Alliance in London provided experience in advocacy, global cooperation and communications—skills that later shaped her diplomatic work. Upon returning to the islands, she joined Seychelles’ Department of Foreign Affairs as a Press Attaché, elevating the country’s international profile and strengthening public engagement on foreign policy issues.
Leadership Abroad: Strengthening Seychelles’ Diplomatic Presence
Bernstein later served as Principal Counsellor at the Seychelles Embassy in Addis Ababa, where she played an instrumental role in establishing and advancing the country’s mission in Ethiopia. Her work strengthened Seychelles’ engagement with the African Union and broadened its diplomatic footprint in the region.
She continued as Principal Counsellor in the Consular Division, collaborating with global consuls and supporting Seychellois citizens abroad. These experiences equipped her with deep understanding of international partnerships—expertise that will guide her efforts to enhance Seychelles’ global tourism outreach.
Experience in the Private Sector: Adding Business Depth to Policy Leadership
Beyond her diplomatic work, Bernstein brings private-sector experience, particularly in banking and financial services. At Barclays Bank (now ABSA), she contributed to one of the institution’s largest rebranding projects and led initiatives in corporate social responsibility, stakeholder engagement and strategic planning.
This combination of commercial acumen, community engagement and project management adds a valuable perspective as Seychelles seeks to align tourism development with broader national economic goals.
A Vision for Tourism: Sustainability, Culture and Long-Term Value
In her first address to the National Assembly, Bernstein underscored her commitment to steering Seychelles’ tourism industry toward a future built on sustainability, innovation and cultural richness. Tourism remains at the heart of the national economy, and her leadership aims to ensure that growth benefits both local communities and the environment.
Her priorities include:
- Strengthening sustainable tourism models
Ensuring tourism growth aligns with environmental protection, marine conservation and long-term resource management. - Expanding cultural and heritage-led experiences
Positioning Seychellois culture—its arts, Creole traditions and heritage—as a key pillar of the destination’s identity. - Enhancing global competitiveness
Improving destination branding, expanding market reach, and promoting Seychelles as a high-value, low-impact destination. - Advancing digital innovation in tourism
Harnessing technology to improve visitor experience, streamline travel services and modernise tourism engagement.
Sustainability and Innovation as Strategic Anchors
As islands vulnerable to climate change and environmental pressure, Seychelles views sustainability not as an option but as a necessity. Under Bernstein’s leadership, green tourism initiatives are expected to gain further prominence, from nature-based experiences to sustainable hospitality practices.
Innovation will complement sustainability. Digital platforms, data-driven insights, and emerging technologies in travel will be integrated to modernise how visitors discover and experience Seychelles.
Deepening the Cultural Narrative
The new minister has placed strong emphasis on cultural tourism as a long-term opportunity. By elevating local arts, festivals, Creole heritage and community-led experiences, Seychelles aims to diversify its tourism offer and move beyond the traditional “sun and sand” image.
This approach seeks not only to enrich the visitor experience but also to ensure cultural preservation and community participation in tourism-driven economic gains.
A Defining Moment for Seychelles’ Tourism Identity
Bernstein’s appointment comes at a critical juncture for the tourism sector. As global travel evolves, Seychelles is strengthening its identity as a premium, sustainable and culturally vibrant destination. Her career—spanning diplomacy, international cooperation, financial services and community engagement—positions her well to guide this next chapter.
As the second woman to hold this ministerial office, her leadership also carries symbolic significance, reflecting the nation’s progress toward greater representation and diversity in public leadership.
With a clear vision rooted in sustainable growth, innovation and cultural authenticity, Amanda Bernstein begins her tenure with a mandate to shape the islands’ tourism narrative for the future—one that balances economic opportunity with environmental stewardship and cultural pride.
