Maldives Marketing and Public Relations Corporation (MMPRC) participated in the International Media Marketplace 2020 from September 29 to 30.
The two-day event was virtually held to promote Maldives to leading media outlets operating in German-speaking markets and provide information concerning ongoing marketing efforts as well as protective measures implemented in the island nation for the safety of tourists during post-pandemic travel.
One of the leading media events for travel trade in Germany, Switzerland and Austria, the International Media Marketplace 2020 was attended by media outlets with an overall reach of millions. Participating publications included Die Welt, Front Row Society, Diners Club, Moments Magazine, Schweiz am Wochenende newspaper and the radio station Audiotravels on iHeartRadio.
In order to build traveller confidence and provide updated information, MMPRC conducted the Rediscover Maldives webinar series earlier in September, with four sessions targeting travel trade and media in key source markets across the globe.
MMPRC also revealed plans to carry out additional promotional campaigns and digital activities with key global stakeholders throughout the remainder of 2020 to maintain Maldives' destination presence.
German-speaking countries are among the Maldivian tourism industry's traditional source markets, with Germany ranking in the top five countries for the highest number of tourist arrivals in 2019. A total of 28,228 arrivals from Germany, 9,170 arrivals from Switzerland and 6,917 arrivals from Austria were recorded in 2020 prior to the closure of borders in March. Germany and Switzerland ranked amongst the top ten source markets within this period.
As with numerous countries around the world, in the wake of the ongoing COVID-19 pandemic, Maldives closed its air and sea borders to tourist arrivals on March 27, halting the issuance of on-arrival visas until July 15.
The restrictions on international travel left Maldives' heavily tourism reliant economy in an extremely vulnerable state. In mid-April, the World Bank projected that Maldives would be the worst-hit economy in the South Asian region due to the pandemic.
Despite the lifting of restrictions, Maldives has noted a significant reduction in tourist arrivals compared to pre-COVID figures, with only a total of 13,516 tourists arriving in Maldives between July 15 and September 15, as per Maldives Immigration.
However, Minister of Tourism Dr Abdulla Mausoom has stated that the government is expecting an additional 100,000 tourist arrivals before year-end.
Overall, the Maldivian government estimates a shortfall of approximately USD 450 million (MVR 6.9 billion) in foreign currency and a state deficit of MVR 13 billion in 2020 as a result of the COVID-19 pandemic's impact on the tourism industry.
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