The Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, continues to dominate the world tourism stage as a global ambassador for the Maldives, positioning the country as a top tourist destination. Throughout the months of July and August 2024, MMPRC has been at the forefront of various initiatives aimed at promoting the Maldives as the preferred destination for travellers worldwide. From partnerships to new flight routes and prestigious awards, the Maldives has been in the spotlight across different arenas. Here’s an overview of some of the major activities that MMPRC was involved in in the summer months this year.
Maldives Wins Prestigious Travel + Leisure Award
In July, the Maldives received a significant accolade, being named the #1 Best Island in the World by Travel + Leisure readers. This recognition, voted on by more than 186,000 T+L readers, is a testament to the country’s unmatched natural beauty and its position as the ultimate tropical island escape. Palm-fringed beaches, crystal-clear turquoise waters, and a sense of serenity make the Maldives a picture-perfect destination that continues to capture the hearts of travellers globally.
First PADI Award for Female Divers: A Global Milestone
Continuing the Maldives’ streak of accomplishments, the country became the first-ever recipient of the PADI “Outstanding Contribution to Female Diving” Award. The honour was bestowed upon OBLU NATURE Helengeli by SENTIDO, a resort managed by Atmosphere Core, and its dive partner, TGI Maldives. The award recognizes the exceptional dedication to promoting female divers and contributing to gender diversity within the diving community. This achievement solidifies the Maldives as a leader in marine conservation and inclusivity within the diving industry.
Strengthening Collaboration: MMPRC’s Strategic Partnerships
In line with its mission to enhance the Maldives’ global appeal, MMPRC entered into several key partnerships in July and August. One such collaboration was with the Maldives Association of Tourism Industry (MATI), formalised through a Memorandum of Understanding (MOU). This MOU will enable both organisations to work together in conceptualising destination marketing strategies and sharing valuable tourism-related data.
MMPRC signed another MOU with the National Hotel and Guesthouse Association of Maldives (NHGAM), focusing on promoting the Maldives as a leading global tourist destination through fairs and events such as the Asian Tourism Fair (ATF) 2024. These partnerships are crucial in ensuring that the Maldives maintains its competitive edge in the global tourism market while supporting the growth of local island tourism.
Expanding Air Connectivity: Xiamen Airlines and Malaysia Airlines
A significant boost to the Maldives’ tourism industry came from the expansion of international air connectivity. In July 2024, Xiamen Airlines launched scheduled flights between Xiamen, China, and Velana International Airport. This development, following the airline’s introduction of charter services earlier in the year, is expected to increase tourist arrivals from China, one of the Maldives’ key source markets. MMPRC’s CEO, Ibrahim Shiuree, emphasised the importance of this move, citing the increased opportunities it presents for both the tourism industry and the wider Maldivian economy.
In a similar development, Malaysia Airlines resumed direct flights to the Maldives in August, a move that is anticipated to diversify the tourist base and enhance connectivity with Southeast Asia. The direct flight route between Kuala Lumpur and Malé was warmly welcomed by MMPRC and Maldives Airports Company Limited (MACL), with the flight’s arrival celebrated through a ceremonial water salute at Velana International Airport.
Preparations for Promotion of the Maldives at the Asian Tourism Fair 2024
In a bid to further strengthen its presence in the Asian tourism market, MMPRC, in collaboration with Maldives Association of Travel Agents and Tour Operators (MATATO) and NHGAM, are curating a dedicated Maldives stand at the ATF-Dhaka. The stand will offer a range of products and services from the country’s tourism industry. The event will also highlight the Maldives’ unparalleled natural beauty, rich marine life, and exceptional hospitality, reinforcing its status as a preferred destination for Asian travellers.
Launching New Campaigns: Promoting the Maldives in Japan and Beyond
Visit Maldives launched a targeted campaign in the Japanese market in August 2024. Partnering with TVer, a leading video-on-demand network, MMPRC aimed to promote the Maldives as an ultimate travel destination. The campaign, which ran throughout August, featured video advertisements showcasing elements of the Maldives’ luxury offerings, its underwater marvels, and its appeal to couples and families. Tapping into the Japanese market through such innovative campaigns, MMPRC continues to reach new audiences, solidifying the Maldives’ reputation as a top destination.
Another significant new campaign launched by MMPRC was the “Discover Maldives” webinar series, a global initiative aimed at strengthening destination presence and engaging travel trade professionals worldwide. The webinar series, providing valuable insights into the diverse tourism offerings of the breathtaking Maldives, was initiated with the webinar for the French market. Each webinar targets approximately 60-80 travel professionals and trade media and is conducted in localised languages to ensure effective communication with travel agents and tour operators. Featuring informative presentations by industry partners, these sessions provide valuable insights into the destination’s unique features, experiences, and offerings.
The “Welcome India” 3-City Roadshow and Press Conference
MMPRC also extended its marketing efforts to the Indian market with the “Welcome India” 3-City Roadshow, which took place in July and August. The roadshow, which spanned New Delhi, Mumbai, and Bangalore, brought together 23 industry partners from the Maldives, including government officials and key stakeholders. The event was aimed at promoting the Maldives’ unique tourism offerings and fostering partnerships between Indian and Maldivian travel trade sectors. Given India’s close proximity and growing middle-class population, this roadshow was a key strategy in maintaining and expanding the Maldives appeal to Indian travellers.
Following the successful conclusion of the roadshow, the Ministry of Tourism, MMPRC, and MATATO shared the latest tourism industry updates and highlights from the “Welcome India” roadshow with local media with a press conference, hosted by MMPRC. The press conference focused on strengthening the tourism industry through open transparent communication and cooperation. MMPRC shared insights into its operations, outlining strategies and initiatives designed to highlight the Maldives’ unique experiences and drive Indian and global travel trade growth.
Cultivating Female Empowerment in the Tourism Industry
A significant highlight of August 2024 was MMPRC’s endorsement of the Maldives Travel Conference – Women’s Edition. This event served as a platform to celebrate and empower women working in the tourism industry while exploring the challenges they face. The event featured two panel discussions, each comprising prominent women figures from within the industry. MMPRC’s support for such initiatives underscores its commitment to cultivating a more inclusive and equitable tourism industry, with women playing a crucial role in the development of the nation.
Innovation and Connectivity: Strategic Partnerships with Fliggy and Maldivian
MMPRC’s efforts to enhance tourism development extended beyond marketing initiatives, as demonstrated by its partnership with Fliggy, China’s leading online travel platform, and Maldivian, the national airline.
The partnership with Maldivian aims to combine the strengths of both organisations to create innovative marketing campaigns and initiatives that will attract visitors from around the globe. Through joint efforts, MMPRC and Maldivian will focus on business-to-consumer marketing, including branded advertisements, promotional activities, and global campaigns.
The signing ceremony for the partnership with Fliggy was held at the breathtaking Villa Nautica. By collaborating with Villa Resorts to host the signing ceremony at Villa Nautica, Visit Maldives aims to underscore the Maldives’ appeal as an ideal location for MICE travel, events, and conferences.
“We deeply value the strong relationship between our two countries and appreciate the love the Chinese people have for the Maldives,” said Minister of Tourism, Ibrahim Faisal. “This partnership is a wonderful opportunity to build on that connection”
These partnerships aim to amplify the Maldives’ destination presence in key markets through joint marketing campaigns and promotional activities to position the Maldives for continued growth and success in the competitive global tourism landscape.
Shaping the Future of Maldives Tourism with the Future Summit, TTM, and South Tourism Development Symposium
To cap off the summer, the inaugural Future Summit, hosted by Destination Future and endorsed by Visit Maldives, took place in August. The event brought together pioneers of the Maldivian tourism industry and top industry leaders to discuss the future of tourism in the Maldives. The summit was a momentous occasion, held at the Kurumba Maldives resort—the very place where Maldivian tourism began. It set the stage for discussions on innovation, sustainability, and the next phase of tourism growth in the Maldives, with MMPRC at the heart of this transformation.
Another major local tourism event held in August was Travel Trade Maldives. The 8th edition of TTM Maldives 2024, which commenced on 21st August at the Meerumaa Conference Facility, came to a successful conclusion on 22nd August at Adaaran Select HudhuranFushi with the TTM Awards & Gala 2024, announcing this year’s award winners and highlighting outstanding achievements within the hospitality industry. Visit Maldives served as the Destination Partner for this event.
MMPRC also participated at the South Tourism Development Symposium 2024, focusing on enhancing tourism development in the southern regions of the Maldives. The primary objective of the South Tourism Development Symposium 2024 was to explore, propose, and evaluate potential strategies that will boost tourism in the southern atolls by improving direct international connectivity.
The symposium served as a platform for gaining deeper insights and knowledge from stakeholders and experts on overcoming barriers and addressing the challenges that currently hinder tourism growth in these areas. During the event, MMPRC’s DMD Zihuny Rasheed gave a compelling presentation on marketing South of Maldives.
Highlights from the South Tourism Development Symposium 2024
As the Maldives continues to evolve as a premier tourist destination, MMPRC’s efforts in promoting the country on a global stage remain pivotal. The activities and events of July and August 2024 illustrate the organisation’s commitment to expanding tourism opportunities, fostering international partnerships, and enhancing the visitor experience. With strategic collaborations, awards, and innovative marketing campaigns, MMPRC ensures that the Sunny Side of Life will continue to captivate travellers and retain its place as one of the most desired destinations in the world.
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