The Edition


MMPRC launches campaigns in France to promote Maldives

Shahudha Mohamed
20 October 2020, MVT 13:40
A promotion campaign by Maldives Marketing and Public Relations Corporation (MMPRC) to attract more visitors to Maldives. MMPRC has kicked off various campaigns in a number of countries to gain back popularity after the island nation’s borders were reopened following a period of closure due to the ongoing pandemic. PHOTO: MMPRC
Shahudha Mohamed
20 October 2020, MVT 13:40

Maldives Marketing and Public Relations Corporation (MMPRC), on Monday, launched a B2C campaign with Tour Operator VeryChic in France.

According to MMPRC, the aim of this campaign is to market the destination as a safe haven for travellers and increase tourist arrivals from France, in order to inspire, build visibility and interest for Maldives among the travellers.

In this regard, MMPRC noted that a special newsletter will be created, highlighting Maldives as one of the most preferred and safest destinations to travel to during this period, due to the naturally distanced islands and unique geographical formation of the archipelago.

In addition, MMPRC will also promote “exciting experiences” to have in Maldives.

“This will further create significant awareness among the French travellers and showcase Maldives as an ideal choice for long haul travels”.

MMPRC stated that the newsletter will be sent to 500,000 addresses on VeryChic’s database.

VeryChic is a leader in e-travel in the France Market with a strong brand and exceptional growth and a strong presence on social media platforms through multiple electronic devices, including 1.5 million visitors per month to their website.

To regain the destination’s presence and boost arrivals to Maldives in the French market, MMPRC has conducted several marketing activities.

In addition to conducting a Familiarization trip in February, MMPRC has promoted Maldives in several online and print articles.

Furthermore, the company hosted a Rediscover Maldives Webinar Series, which included 4 sessions that were targeted towards giving updated information about the destination to travel trade and media across different regions.

Moreover, several marketing activities have been planned ahead for this year for the France market including digital marketing activities with high end tour operators, MMPRC said.

Based on the arrival figures of 2019, France is ranked in the seventh position of the highest performing markets to the Maldives.

”The number of arrivals from France till the border closed is 21,784. After the reopening of the border a total of 820 tourists arrived till September”, the company noted.

“France would be a key focus market in the recovery of tourism in Maldives and the target is to achieve pre-pandemic growth levels”.

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 from March 27 to 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.