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Visit Maldives launches Expedia campaign to 'entice' international markets

23 January 2021, MVT 09:03
MMPRC-run Visit Maldives initiative has unveiled a 'major' campaign with Expedia in four key markets. PHOTO: EDITION / VARIOUS
23 January 2021, MVT 09:03

Maldives Marketing and Public Relations Corporation (MMPRC), on Thursday, announced that Visit Maldives has commenced a major marketing effort with Expedia Group to promote Maldives as “one of the most secluded and serene destinations in the world for tourists.”

Thee four-month campaign, which targets Russia, Middle East, China and India as key source markets, will be aimed at assuring travel enthusiasts that Maldives remains one of the most accessible destinations, even amid the ongoing pandemic.

Visit Maldives plans to emphasise experiences unique to the destination and shall work towards portraying them in different and even more enticing manners.

Moreover, the campaign will draw attention to Maldives’ geographical formation, specifically the natural dispersion of islands and their role in preventing the spread of infections, which in turn ensures a relatively worry-free holiday.

Created in partnership with Expedia Group Media Solutions, which handles marketing for the Expedia Group, this campaign is expected to reach over 23 million people, targeting potential travellers across various travel sectors; luxury, budget, adventure, ecotourists and so on.

Notable titles held by the island nation, such the World’s Leading Destination, Safe Travels Stamp by World Travel & Tourism Council, as well as the country’s own Maldives Border Miles and Allied Inbound loyalty programmes, will also be highlighted throughout the campaign.

Expedia Group is one of the world’s leading full-service online travel brands, assisting travellers to plan and book travel from amongst a wides selection of vacation packages, flights, hotels, vacation rentals, rental cars, cruises, activities, attractions, and services.

In terms of its tourism industry, Maldives entered the year 2021 with focus on adopting new strategies to ensure the country makes a speedy comeback to pre-pandemic arrival numbers.

As such, MMPRC has assured that numerous marketing activities, from joint promotions with tour operators and airlines to participation in key travel trade fairs, roadshows as well as efforts to invite media personnel, social influencers and celebrities to promote the destination across the globe, are already in the pipeline.

The country’s foremost PR group has, since the latter part of 2020, already begun partaking in various digitally-based activities to bolster Maldives’ presence and retain its space in the international mindset, as one of the most highly desired travel destinations.

In December 2020, the government celebrated the arrival of 500,000 tourists - the country’s humble goal (compared to previous numbers) set for the year after the emergence of the COVID19 health crisis.

At present, the latest statistics publicised by the Ministry of Tourism place Russia as the top-performing market while India and Middle Eastern markets are also picking up with arrival numbers increasing steadily.

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