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MATATO raises serious concerns about destination marketing efforts for 2017
As previously lobbied by MATATO when Government’s budget was submitted to the parliament about the importance of destination marketing given the challenges of rapid supply of beds in the market that doesn’t match the demand to the Maldives due to lack of marketing.
MATATO also organized a Travel Conference this November with a whole segment that contributed to destination marketing with expert speakers from PATA, CNN, and TTG Asia. The association also lobbied to the Parliament, relevant government bodies and MMPRC in emphasizing on the immense growth regarding bed capacity, and openings of over twenty resorts this year and next year, with the addition to the rapid growth of guesthouses. The association also approached other tourism NGOs as well in their lobbying efforts.
As per the recent studies by World Travel Monitor that reflects UNWTO reports, which indicated that many Asian destinations reported double-digit growth, with Vietnam (+36 percent), the Republic of Korea (+34 percent), Japan (+24 percent) and Sri Lanka (+15 percent) in tourist arrivals in the first threequarters of this year. Chinese tourists traveling out of China has a growth of 18% with average 11% outbound travel growth from other various Asian countries.
Given the last arrival statistics by Ministry of Tourism in October this year destination Maldives saw a mere growth of 3.6% compared to 2015, and Chinese market with a significant decline of 10.6%.
As per various sources, Ministry of Tourism only got less than 25% of the requested budget for 2017 for Destination Marketing, an amount less than what was spent on this in 2016 and even 2015.
It is alarming for the industry when over two-thirds of the economy rely on the Tourism industry. Other competing destinations like Sri Lanka, Mauritius and Seychelles have marketing budgets that are ten to twenty times more than Maldives.
It is vital that the Ministry of Tourism is given the adequate budgets in order to meet their tasks of marketing destination given the challenges of regional competition from emerging beach destinations and the PR challenges the destination has had in recent.
MATATOs role in taking part independently in various travel trade fairs is not to substitute MMPRCs efforts but to compliment theirs. And it critical for brand Maldives to be showcased widely on the global tourism stage and will have serious consequences if this continues to be ignored with an eventual decline in arrivals leading to poor ROI for investors in the Tourism industry.
STR, global leading market research, and analysis firm reported in Third Quarter of 2016, for Maldives reporting decreases across the three key performance metrics: Occupancy, ADR (Average Daily Rate) and RevPAR (revenue per available room).
We are through mid-December and MMPRC still has not sent circulars for the travel trade shows in January, February and March. Travel plans need time to be arranged for various stakeholders with planning flights, accommodation, and logistics thus such poor last minute planning risks for the Maldives’ brand presence in traditional travel shows in Spain, India, Germany, Switzerland and Turkey.
Marketing is one of the few expenses that have a direct Return on Investment. More tourists for Maldives means more tax income for the government directly via TGST, Green Tax and indirectly from a more stimulated local economy.
Maldives has soared into the top 5 most popular babymoon destinations according to a new study by My 1st Years.
Babymoons, pre-baby getaways for expecting parents, have seen a surge in popularity in recent years. The UK alone has witnessed a staggering 128% increase in searches for “best babymoon destinations” in just the past three months.
To understand expectant parents’ travel dreams, My 1st Years analyzed Google search data for hundreds of destinations worldwide. The Maldives secured the coveted fourth place, surpassing Italy, Australia, and Portugal.
This tropical paradise offers the perfect escape for parents-to-be seeking relaxation and rejuvenation before welcoming their new arrival. Imagine soaking up the sun on pristine beaches, swimming in crystal-clear waters, or indulging in pampering spa treatments – pure bliss!
For expectant couples seeking a luxurious and unforgettable babymoon experience, the Maldives offers a truly idyllic setting.
Maldives is setting its sights on welcoming a record-breaking 2.01 million tourists in 2024, a 7.9% increase compared to anticipated arrivals this year. This optimistic forecast, released by the Maldives Association of Travel Agents and Tour Operators (MATATO), paints a vibrant picture of tourism industry thriving next year.
Several key factors are driving this projected surge:
- The Resurgent Chinese Market: With borders reopening and travel restrictions easing, Chinese tourists are expected to flock back to the Maldives in droves, injecting significant energy into the sector.
- New Tourist Delights: The Maldives is steadily expanding its offerings, with new resorts, attractions, and experiences emerging to cater to a wider range of visitors.
- Smoother Skies Ahead: The completion of the Velana International Airport’s new terminal will boost capacity, making it easier for more tourists to reach the paradise islands.
- Luxury’s Enduring Allure: The Maldives’ reputation as a premier luxury destination remains undimmed, attracting high-spending travelers seeking unforgettable experiences.
- Weddings and Honeymoons in Paradise: The Maldives’ romantic charm is drawing ever-increasing numbers of couples seeking picture-perfect wedding and honeymoon destinations.
Looking geographically, Asia is expected to dominate the tourist influx, accounting for 60% of arrivals. Europe, America, and other regions are also projected to contribute significantly, highlighting the Maldives’ diverse appeal.
MATATO’s forecast is based on a meticulous analysis of data from various sources, including past tourism trends, industry forecasts, consumer sentiment surveys, and even cutting-edge AI technology.
MATATO acknowledges potential risks that could affect the rosy outlook. A global economic downturn, rising travel costs, and political instability are factors to be monitored closely.
With its stunning natural beauty, luxurious offerings, and strategic initiatives, the islands are poised to welcome a record number of visitors, reaffirming its status as a dream destination for discerning travelers.
The Maldives has secured its place among the most sought-after “old money” destinations in the world, ranking an impressive fourth in a recent analysis conducted by SlotTracker.com. With over 12 million Instagram hashtags (12,777,931), the Maldives has emerged as a paradise for those seeking a luxurious and refined getaway.
Renowned for its exclusive resorts, pristine beaches, and private water villas, the Maldives offers an ideal setting for indulging in opulence and tranquillity. The timeless natural beauty of the archipelago, coupled with high-end accommodations and a variety of water-based activities, further adds to its allure, attracting discerning travelers in search of sophistication.
The concept of “old money” or “quiet luxury” has gained significant attention in recent times, with TikTok’s latest trend garnering over 2.5 billion views for the hashtag #oldmoneyaesthetic. This trend embodies a sense of understated elegance, free from overt displays of wealth, and draws inspiration from the refined style of celebrities like Sophia Richie and the hit TV show “Succession.”
Driven by curiosity about this trend, SlotTracker.com conducted a thorough analysis of more than 400 million Instagram hashtags to identify the destinations that epitomize refinement and elegance. From enchanting European cities to exotic havens in the Caribbean, their findings unveiled the most popular “old money” destinations worldwide, captivating travelers with unparalleled experiences of luxury and exclusivity.
The Maldives’ fourth-place ranking showcases the destination’s enduring appeal and its ability to deliver a quintessential “old money” experience. The abundance of Instagram hashtags dedicated to the Maldives indicates its popularity among influencers and travelers seeking to showcase their elegant retreats and experiences in this tropical paradise.
With its breathtaking turquoise waters, pristine white sand beaches, and idyllic private villas perched above the ocean, the Maldives offers an escape from the hustle and bustle of everyday life. The luxurious resorts scattered across the archipelago cater to the most discerning guests, providing personalized services, gourmet dining, and world-class amenities.
Whether it’s indulging in a rejuvenating spa treatment, embarking on a romantic sunset cruise, or exploring the vibrant marine life through snorkeling or diving, the Maldives offers a range of activities that complement the serenity and sophistication of the destination.
As the Maldives continues to attract global attention as a premier “old money” destination, the local tourism industry is poised to benefit from the discerning travelers seeking luxurious experiences. The Maldivian government and tourism authorities can leverage this recognition to further enhance the destination’s offerings, promoting sustainable luxury tourism that preserves the natural beauty and cultural heritage of the islands.
The fourth-place ranking among the world’s most popular “old money” destinations reinforces the Maldives’ position as a leading luxury travel hotspot. Travelers from around the globe are enticed by the Maldives’ timeless charm, and the destination’s commitment to providing an extraordinary blend of tranquillity, sophistication, and exclusivity continues to set it apart in the world of luxury travel.
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