MMPRC launches Rediscover Maldives Webinar Series

Maldives Marketing and Public Relations Corporation (MMPRC), on Tuesday, launched the "Rediscover Maldives, the sunny side of life" campaign.

Intended to strengthen Maldives market presence in the global tourism industry and attract more tourists, the webinar series is part of a crisis recovery action plan which aims to reconnect with the travel trade and media of specific markets across the world.

MMPRC will host four one-hour sessions on a weekly basis for selected markets, with a panel discussion format including PR representatives and industry partners.

Overall, the webinar series aims to increase destination awareness, promote confidence, emphasize COVID-19 recovery strategies implemented by the Maldivian tourism industry and familiarise participants with new norms of travelling.

The first session of "A Dozen Must Do Experiences in the Maldives" campaign was also hosted on Tuesday. The purpose of the initiative is attracting more holidaymakers to the country by showcasing unique experiences, including flying above islands, swimming in harmony with marine life and treehouse adventures.

Amidst the changing situation in several markets, MMPRC has joined and conducted several marketing campaigns including the Facebook Live Event "Maldives, The Sun Will Shine Again", the Pacific Asia Travel Association (PATA)'s online event “Dream to Travel Festival”, webinar sessions targeted towards Chinese and Indian markets, an online campaign with Kayak and a global advertising campaign with CNN.

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.

Despite the lifting of restrictions, Maldives has noted a significant reduction in tourist arrivals compared to pre-COVID figures, with arrivals for July 2020 representing only 1.3 percent of those recorded in 2019.

According to the tourism ministry's latest projections, approximately 100,000 tourists will arrive in Maldives during the remaining months of 2020.

The restrictions on international travel significantly impacted Maldives' heavily tourism reliant economy. In mid-April, the World Bank projected that Maldives would be the worst-hit economy in the South Asian region due to the pandemic.

Overall, Maldives 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.