Maxim Behar to Seychelles News Agency (SNA): The World Knows Seychelles Is Beautiful. Now It Must Discover What It Has Achieved as a Nation

Fri, 13 November 2026

Seychelles is world-renowned for its natural beauty, but its potential extends far beyond tourism. In an interview with Seychelles News Agency, Maxim Behar, Honorary Consul General of Seychelles in Bulgaria, discusses investment opportunities, international partnerships and the importance of strategic communications in building a strong national image.

Seychelles must expand its international image beyond tourism and promote itself as a destination for investment, innovation and business partnerships, according to its Honorary Consul General in Bulgaria, Maxim Behar.

Behar, who has represented the Indian Ocean island nation in Bulgaria for more than two decades, believes Seychelles has achieved considerable international recognition for its natural beauty but that its economic potential, talented people and achievements deserve greater attention.

His comments follow the 2026 Seychelles Honorary Consuls Conference, held from October 21 to 23 at the Kempinski Seychelles Resort in Baie Lazare, under the theme "50 Years of Vision and Voice: Seychelles' Journey with the Global Community Toward Shared Security and Sustainable Development".

The conference brought together Seychelles' honorary consuls from around the world to discuss stronger international partnerships, investment opportunities and national development priorities.

Behar is a Bulgarian public relations, media and communications professional who began his career as a journalist and later co-founded the Bulgarian newspaper Standard. In 1994, he founded M3 Communications Group, Inc. in Sofia, where he is Chief Executive and Chairman of the Board.

He is a graduate of the Harvard Kennedy School and holds a PhD in media and communications from Sofia University. Behar is a former President of the International Communications Consultancy Organisation (ICCO) and is President of the World Communication Forum Association, based in Davos, Switzerland.

He has served on numerous international boards, regularly speaks at international forums and summits, and lectures at universities in different countries. In 2017, he was inducted into the Global PR Hall of Fame in London.

Behar is also a co-founder of the Seychelles News Agency and initiated the Seychelles Investment Forum held in Brussels in October 2010.

In an interview with SNA, Behar discussed the outcomes of the Honorary Consuls Conference, the role of honorary consuls in attracting investment and his ambitions for Seychelles' international presence.

SNA: For people who may not be familiar with the role, what exactly does an honorary consul do, and how does that differ from an ambassador?

MB: On one hand, it is very simple. This is a voluntary, unpaid position held by someone who must genuinely love the country they represent and do their best to build bridges between the two countries. Building those bridges can sometimes be a daily job.

On the other hand, apart from loving the country, the role requires an excellent standing in the country where Seychelles is represented, hard work, professionalism in handling consular affairs and a strong reputation.

Seychelles has a limited number of ambassadors, and each covers certain countries where honorary consuls operate.

An ambassador is a professional diplomat who officially represents a country's government and handles political and diplomatic relations at the highest level.

An honorary consul has another professional career and serves the country voluntarily, using personal experience, business contacts, reputation and local knowledge to build relationships and create opportunities.

In my case, being Honorary Consul General of Seychelles in Bulgaria for more than 22 years has meant much more than attending official receptions or displaying a flag on my desk or outside the consulate.

It means promoting Seychelles, helping its citizens when necessary, connecting businesses, supporting tourism, encouraging cultural exchanges and making sure Seychelles has a visible and respected presence in Bulgaria.

I believe diplomacy today is not only about representing a country. It is about creating real value for that country, every day, even every hour.

SNA: What would you say were the main outcomes of this year's Honorary Consuls Conference?

MB: For me, the most important outcome was the clear understanding that our work must become even more practical, measurable and results-oriented.

We listened to an excellent speech by the Minister for Foreign Affairs and the Diaspora, Barry Faure, as well as presentations from other ministers, principal secretaries and government representatives.

The conference came at a particularly meaningful moment as Seychelles celebrates 50 years of independence. We reflected on the country's achievements, but more importantly, we discussed what we could contribute to its next 50 years.

The message was very clear: honorary consuls should not simply promote Seychelles as a beautiful destination. We should actively help attract investment, develop partnerships, strengthen exchanges in education and technology, and create opportunities for Seychellois people.

I was particularly encouraged by the emphasis on stronger cooperation between the government and the worldwide network of honorary consuls.

My personal conclusion is simple: the success of a diplomatic conference should not be measured by the number of speeches delivered, but by the number of useful projects that follow and benefit the Seychellois people. We must also work towards promoting Seychelles more effectively and professionally internationally.

SNA: What stood out to you the most during the discussions?

MB: The recognition that Seychelles has much greater international potential than its geographical size might suggest.

We discussed important issues such as economic resilience, the Blue Economy, maritime security, tourism, innovation and sustainable development. What impressed me most was the strong connection between international diplomacy and the everyday lives of Seychellois citizens.

This is exactly how I believe diplomacy should work.

We can discuss global strategies and international cooperation for hours, but ultimately, we should ask ourselves: Will this create new jobs? Will it help a young Seychellois professional develop new skills? Will it bring investment to a local company? Will it improve people's lives?

Another important aspect was the opportunity to exchange experiences with fellow honorary consuls from around the world. We work in very different markets, but we share the same objective.

I believe we can achieve much more if we begin to think of ourselves not as individual representatives, but as one global team working for Seychelles.

Behar attending the Seychelles Honorary Consuls Conference (Maxim Behar) Photo Licence: CC BY

SNA: What are some of the biggest challenges facing Seychelles that honorary consuls can help address?

MB: Seychelles faces a challenge familiar to many small island nations: how to achieve sustainable economic growth while protecting the extraordinary natural environment that makes the country unique.

Climate change, the vulnerability of island economies to international crises, dependence on certain economic sectors, and the need to develop new skills and opportunities for young people are all important issues.

Honorary consuls cannot solve these challenges alone, but we can help Seychelles gain access to international expertise, investment, technology and partnerships.

Through our networks, for example, we can connect Seychellois institutions with universities, investors, innovative businesses and international organisations.

I also believe communication is an underestimated part of the solution. The world knows Seychelles for its beaches and extraordinary natural beauty. But Seychelles has much more to offer: talented people, entrepreneurial potential, a strategic position in the Indian Ocean and experience in sustainable development.

We must make the world see Seychelles not only as a place to visit, but also as a country to work with, invest in and learn from.

SNA: How can honorary consuls help bring more investment and business opportunities to Seychelles?

MB: Investment begins with trust, and trust begins with relationships.

This is where honorary consuls can make a real difference. Many of us have spent decades building professional networks in our respective countries. We know entrepreneurs, business leaders, investors, universities and decision-makers.

Our role is to connect those people with the right opportunities in Seychelles.

But simply organising meetings is not enough. We need to identify specific sectors, understand investors' expectations and help turn initial interest into real projects.

I see considerable potential in sustainable tourism, renewable energy, digital services, education, technology and the Blue Economy.

More than 15 years ago, I initiated the Seychelles Investment Forum precisely because I believed promoting the country economically was just as important as promoting its tourism.

The next step, in my opinion, is to make cooperation between honorary consuls more structured and systematic.

Imagine an investor in Bulgaria being introduced to potential partners in Seychelles, supported by connections from honorary consuls in Germany, France or the Middle East.

That is the power of a global network. Our real value is not in the people we know, but in the opportunities we create by connecting them.

SNA: From your experience, what can Seychelles do to strengthen its presence internationally?

MB: This question is particularly close to my heart because I have spent my professional life working in communications and supporting Seychelles in this area.

I strongly believe that a country's international reputation is one of its most valuable assets.

Seychelles already has an exceptional international brand. Millions of people recognise its beauty, even if they have never visited the islands.

But I believe the time has come to expand that image.

Seychelles should be known not only as a paradise for tourists, but also as a country of innovation, creativity, environmental responsibility, business opportunities and talented people.

We need to tell more stories about Seychellois entrepreneurs, scientists, artists, young professionals and successful businesses. We need more international media visibility, stronger digital communication and greater cooperation with global business and cultural networks.

I have always believed that in the modern world, visibility creates opportunities, but credibility turns them into results.

Seychelles has both the authenticity and the potential to become an even stronger international voice.

What we need is a clear, consistent and ambitious communication strategy that tells the world not only how beautiful Seychelles is, but also what the country stands for and where it wants to go.

SNA: You've represented Seychelles in Bulgaria for more than 20 years. What changes have you seen in the country's international relations during that time?

MB: When I became Honorary Consul in 2004, Seychelles was already internationally recognised as an extraordinary tourism destination. But its wider economic and diplomatic potential was much less visible, particularly in our part of Europe.

Over the past 22 years, I have witnessed an impressive transformation.

Seychelles has become increasingly active in international discussions on climate change, maritime security, sustainable development and the Blue Economy. Its voice is now heard in conversations that matter far beyond the Indian Ocean.

I have also seen the country's economy become more dynamic, with improvements in tourism infrastructure, services, entrepreneurship and international connectivity.

In Bulgaria, we have worked consistently to make Seychelles better known, not only among tourists but also in diplomatic, business and media circles.

Over the years, I have created numerous websites and social media groups promoting Seychelles internationally, organised charter flights for tourism, supported the education of dozens of Seychellois students and organised international events promoting the country.

Seychelles has also become a very personal part of my life. My Bulgarian wife and I decided to get married there, and we were fortunate to have the late Sir James Mancham and Lady Kate as official witnesses at our wedding.

One of the greatest changes, in my opinion, is that Seychelles is increasingly recognised not simply as an exotic destination, but as an active international partner with its own ideas, experience and priorities.

I have always believed that small countries have one important advantage: they can be flexible, innovative and much faster in adapting to change.

Seychelles has demonstrated that a country's influence is not measured in square kilometres, but in the strength of its ideas, relationships and reputation.

SNA: What has been your proudest achievement as Honorary Consul General?

MB: It is difficult to choose just one achievement after more than two decades because this responsibility has become a very personal part of my life.

Of course, I am proud of the initiatives we have developed over the years, including the Seychelles Investment Forum and my involvement in establishing the Seychelles News Agency itself, which I consider one of the most meaningful projects.

As a communications professional, I have always believed that a country needs its own strong voice to tell its stories to the world. Helping create a platform that contributes to the international visibility of Seychelles has been a special source of satisfaction.

I was also deeply honoured in 2024 when President Wavel Ramkalawan personally presented me with an award recognising my 20 years of service. It was an emotional moment that I will always remember.

A few months ago, for the 50th anniversary of Seychelles' independence, I also had the pleasure of organising a special celebration in Bulgaria at the Royal Palace in Sofia, attended by representatives of the diplomatic corps and hundreds of friends of Seychelles.

Another recent project that makes me proud is We Are Seychelles, a song I wrote as a personal tribute to the country and its people.

I performed it with Seychellois singer Rita Romain, whom I invited to join the project. I recorded my part in Sofia and wrote the lyrics, while Rita recorded hers in Paris. American rapper Lils Sha, based in Chicago, created the music, and he and his father, Big Sha, completed the mixing in their studio in the United States.

The music video was produced by my company in Bulgaria.

The song has received more than two million views on YouTube in just three months, which makes me very proud. Music can be one of the best ways to promote a country because it has no borders or language barriers.

But if you ask me what makes me proudest, the answer is much simpler.

It is the trust I have built over the years, the friendships and the feeling that I have helped bring two geographically distant countries closer together.

Awards are wonderful, but trust is the greatest recognition anyone can receive.

SNA: What would you personally like to achieve for Seychelles over the next few years?

MB: My ambition is to help Seychelles become even more visible, connected and economically attractive internationally.

I would like to focus on three areas.

First, strengthening business and investment relations between Seychelles and Bulgaria, while also using my international networks to create partnerships beyond our two countries.

Second, supporting education, innovation and opportunities for young people. I believe the future of Seychelles depends not only on protecting its extraordinary natural environment but also on investing in its greatest resource: its people.

Third, helping develop a stronger international communication presence for Seychelles. I would love to see more Seychellois stories, businesses, talents and achievements featured in international media and global professional networks.

I also hope our worldwide network of honorary consuls can become an even more active platform for sharing contacts, projects, ideas and opportunities.

After more than 22 years in this position, my enthusiasm is as strong as it was on the first day, perhaps even stronger, because today I know the country, its people and its potential much better.

Seychelles has given me extraordinary friendships, unforgettable experiences and the privilege of representing a country that I genuinely love.

I would like to give something meaningful back.

My ambition is simple: when people around the world hear the word Seychelles, I want them to think not only of one of the most beautiful places on Earth, but also of one of the most inspiring small nations in the world.

Source: Seychelles News Agency (SNA)

Author: Joshua Marie

Original article: https://www.seychellesnewsagency.com/articles/22605/maxim-behar-the-world-knows-seychelles-is-beautiful-now-it-must-discover-what-it-achieved-as-a-nation

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