The Edition


Visit Maldives commences month-long global media campaign

Ahmed Aiham
21 November 2020, MVT 15:41
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
Ahmed Aiham
21 November 2020, MVT 15:41

Visit Maldives, on Friday, commenced its month-long global media campaign to promote Maldives in 10 key markets simultaneously.

According to MMPRC, the campaign utilizes local and international media channels in mainstream and travel trade print to strengthen its destination presence in India, the United Kingdom, Russia, the Middle East, France, Germany, Turkey, Singapore, South Africa, Italy, Hong Kong and the Asia-Pacific markets.

Held under the slogan 'Rediscover Maldives...the sunny side of life', MMPRC will promote the country as a preferred tourist destination, emphasizing Maldives as a safe haven for travellers aided by the geographical formation of the island nation.

Visit Maldives will incorporate a strategy to market safety standards set in place to ensure Maldives is one of the safer destinations for travel through several mediums including advertisements and advertorials on leading global publications.

Visit Maldives is currently conducting several marketing activities worldwide to ensure the continued popularity of Maldives as a tourist destination.

These activities include global campaigns with CNN, DNATA campaign in Middle East, outdoor campaigns in UK and South Korea, a social media campaign with Marco Polo in Germany, campaigns with Travel Weekly in UK, campaign with WeddingSutra in India, campaign with OTA in France and an online campaign with Travelata, Sletat and Squiz in Russia.

Maldives reopened its borders to international passengers on July 15, after nearly four months since the state halted issuing on-arrival visas on March 27. Guesthouses were permitted to resume operations and kick start local tourism on October 15.

Despite the lifting of restrictions, Maldives has noted a significant reduction in tourist arrivals compared to pre-COVID figures. While a total of 382,760 tourists were recorded before borders were closed in March, the latest figures by Maldives Immigration show that only 27,217 tourists arrived in Maldives in the three months following the lifting of travel restrictions.

However, the Minister of Tourism earlier expressed hopes for the industry's recovery, estimating that 100,000 tourists would visit Maldives before the end of 2020. The tourism ministry expects a total of 500,000 arrivals for the year.