Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has initiated a campaign with Travel Daily Media to increase visibility in the Southeast Asia market. The campaign will be held from July to September 2022.
Travel Daily Media is an online platform specialized in disseminating travel and hospitality industry news, opinion, and analysis for travel professionals. They have active subscriber bases and contributors in Asia, Europe, the USA, the Middle East, China and India. Their audience is made up of travel professionals from across the industry with a focus on travel and tour agencies, hospitality, aviation, cruising, MICE and Technology.
The purpose of this campaign is to build high attention and visibility for the Maldives, maintain a brand presence, raise brand awareness, and represent the Maldives as a top-of-the-mind destination in the Southeast Asia market. It also aims to showcase the uniqueness of Maldives as the world’s leading destination. Under this campaign, articles relating to the Maldives will be posted on the front page of Travel Daily Media, and in their newsletter. Furthermore, social media posts will be circulated on their Facebook page, and the Maldives will be advertised on their website's top banner and through the email sponsorship banner. An exclusive interview of MMPRC will also be posted on their platforms during this campaign.
Through this campaign we will market the destination as one of the safest choices for tourists, highlighting the unique geography of our scattered islands which provide ultimate privacy and security. It will also help MMPRC to promote our tourism products, including resorts, hotels, guesthouses, liveaboards, and the unique experiences available for tourists in the destination. We will further be able to provide the latest information about the destination and its travel guidelines to the travel trade and tourists from the Southeast Asia market.
This campaign is conducted as part of MMPRC’s marketing strategy for the Southeast Asia market, which focuses on boosting arrival numbers to pre-pandemic levels by the end of the year. The strategy is also based on re-orienting the perception of the Maldives solely as a honeymoon or luxury destination, and promoting other segments of tourism in this market. It comes under a new short-term strategy devised to address the evolving geopolitical climate in the world following the effects of the Russia-Ukraine war. With Russia and CIS topping the arrivals figures in recent years, the strategy is aimed at mitigating the potential negative impact on arrival numbers from this region by restrategising marketing activities in selected markets to minimise the potential adverse effects on the Maldives tourism industry and the nation’s economy.
From January to July 2022 Maldives welcomed 18,489 tourists from the Southeast Asia market. MMPRC has been holding several activities targeting this market, including joint marketing campaigns with major stakeholders, outdoor advertising campaigns, participation in fairs, hosting webinars, E-Learning programs and other events. Many similar activities are in the pipeline for this market for this year as well, including joint marketing campaigns, roadshows, and participation in fairs and exhibitions.
MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarization trips, marketing campaigns, webinars, and interviews. The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travellers from all over the globe.