The Soul of the Destination: Alain St. Ange on Why Tourism Needs a Heart
By the More Cream Than Coffee Editorial Team | February 2, 2026
When we think of tourism, our minds often drift to infinity pools, crisp white linens, and the hum of a jet engine. But last week (Thursday 29 January), at the prestigious Oxford University Leadership Forum, Alain St. Ange—the man who helped put the Seychelles on every traveler’s bucket list—reminded us that the industry is failing if it doesn’t look deeper.
Delivering a keynote on “Ethical Leadership & Inner Governance,” the former Seychelles Minister of Tourism challenged the world to stop looking at tourism as a checklist of sights and start seeing it as a living, breathing ecosystem.
Beyond the Hotel Gates
St. Ange’s thesis was simple yet radical: Tourism is everything. It’s the road you drive on, the smile of the local baker, and the health of the public park.
He argued that if a destination invests in infrastructure purely for the “tourist,” they’ve missed the point. True ethical leadership ensures that every upgrade for a visitor simultaneously elevates the life of the local resident. It’s not about building a bubble for travelers; it’s about building a better world that travelers happen to visit.
What is “Inner Governance”?
The highlight of the forum was St. Ange’s concept of Inner Governance. In a world driven by quarterly profits, he urged leaders to “manage with heart.”
“Tourism cannot be sustainable if local communities are sidelined,” St. Ange noted.
For the More Cream Than Coffee reader, this is the “cream” of the philosophy. It’s the idea that a community should be a shareholder, not just a backdrop. When locals are empowered, the culture remains authentic, the environment stays protected, and the traveler gets a soul-stirring experience that money simply can’t buy.
The Power of the Partnership
St. Ange didn’t shy away from the “coffee”—the strong, practical side of diplomacy. He emphasized that governments cannot act alone. The private sector—the boutique hotels, the guides, the café owners—serves as the “eyes and ears” of the industry. By fostering true public-private partnerships, destinations can protect their natural assets while ensuring long-term, resilient success.
Why St. Ange Matters
As the former CEO of the Seychelles Tourism Board and the architect of the iconic Carnaval International de Victoria, St. Ange has a proven track record of turning “luxury” into “legacy.” Through his current work at Saint Ange Consultancy, he continues to remind us that the future of travel isn’t just about where we go—it’s about how we treat the people and places that welcome us.
The Takeaway: Next time you’re sipping a coffee in a far-flung locale, take a look around. The beauty of that moment is sustained by the invisible threads of ethical leadership.
