Business
Maldives’ main source markets post strong gains in tourism spending
Major source markets for the Maldives tourism industry, including China and Europe, recorded significant growth in outbound tourism spending last year, a study has revealed.
The study published by the World Tourism Organisation (UNWTO) showed increasing demand for international tourism across the world and spending by outbound rise. With a 12 percent increase in spending, China continued to lead international outbound tourism last year, followed by the United States, Germany, the United Kingdom and France as top five spenders.
China maintains lead
Last year was another strong year for outbound tourism from China, the world’s leading outbound market. International tourism expenditure grew by US$ 11 billion to US$ 261 billion, an increase by 12 percent (in local currency). The number of outbound travellers rose 6 percent to 135 million in 2016. This growth consolidates China’s position as number one source market in the world since 2012, following a trend of double-digit growth in tourism expenditure every year since 2004.
Despite falling tourist arrivals since last year, China remains the single biggest source market for the Maldives as well. In 2016, the Maldives welcomed 324,326 visitors from China which represented 25.2 percent of total tourist arrivals during the year.
Main markets for Maldives lead tourism spending in Europe
Germany, the United Kingdom, France and Italy are the four European markets in the top ten and all reported growth in outbound demand last year. Germany, the world’s third largest market, reported 5 percent growth in international tourism spending last year, rebounding from weaker figures in 2015, reaching US$ 81 billion.
Demand from the United Kingdom, the world’s fourth largest source market, remained sound despite the significant depreciation of the British pound in 2016. UK residents’ visits abroad were up by 5 million (+7 percent) in 2016 to 70 million, with expenditure close to US$ 64 billion.
France, the world’s fifth largest market, reported seven percent growth in tourism expenditure in 2016 to reach US$ 41 billion. Italy recorded one percent growth in spending to US$ 25 billion and a 3 percent increase in overnight trips to 29 million.
Europe is the single biggest regional source market for the Maldives with a share of over 50 percent of total arrivals. According to official figures, the European market observed an year on year increase of 13.5 percent in the first two months of this year, with a 3.8 percent increase in arrivals from the UK, a 28.8 percent increase in arrivals from Italy and a 0.2 percent increase in arrivals from France.
Emerging markets post strong gains
Among the largest 50 source markets, there were another nine that recorded double-digit growth in spending in 2016: Vietnam (28 percent), Argentina (26 percent), Egypt (19 percent), Spain (17 percent), India (16 percent), Israel and Ukraine (both 12 percent), Qatar and Thailand (both 11 percent).
Many of those countries have in recent years become important emerging markets for the Maldives.
India has established itself as a major emerging source market for the Maldives tourism industry. Official figures show that 66,955 tourists arrived in Maldives from its closest neighbour last year, a 27.9 percent increase from the 52,368 Indian travellers that chose the Maldives in 2015. That growth is expected to continue this year as well, as the number of Indian tourists that visited the Maldives recorded a 23.6 percent year-on-year increase in the first two months.
Middle East is also one of the major emerging source markets for the Maldives. Official figures show that 51,330 tourists — 42.7 percent of which were Saudis — visited the Maldives from Middle Eastern countries last year, a 22.3 percent increase over the 41,976 the year before. That growth is set to continue this year as well, as Middle Eastern travellers that chose to travel to the Maldives for their holidays increased by 3.9 percent in the first two months of the year.
The latest study by the world tourism body is good news for the Maldives, which is trying to recover the recent loss in important markets such as China and to court more travellers to cater an increased supply. The country has stepped up tourism promotion in China and in emerging markets such as the Middle East in an attempt to reach an ambitious target of a record 1.5 million tourists this year.
Maldives on Thursday welcomed the one millionth tourist to visit this year.
The one millionth tourist is a Thai named Sutapa Amonwivat, who arrived from Singapore with her husband and two children. This is her second visit to Maldives.
Maldives Marketing and Public Relations Corporation (MMPRC) and the Ministry of Tourism gave a warm welcome to Sutapa at the Velana International Airport (VIA) Thursday afternoon. She was welcomed at the VIA by tourism minister Ibrahim Faisal, MMPRC Managing Director Ibrahim Shiury and senior officials of various relevant agencies.
After welcoming her with traditional offerings, she was presented with various gifts by the ministry, MMPRC, customs, immigration, Maldives Association of Travel Agents and Tour Operators (MATATO) and Trans Maldivian Airways (TMA).
Maldives reached one million tourists in June, three weeks earlier than last year. The number of tourists reached one million on July 16, 2023.
Maldives expects to reach 2 million tourists this year.
Chongqing Airlines on Monday began its inaugural flights to Maldives.
The Chongqing-Male route, scheduled three times a week, is expected to strengthen the bonds between China and the Maldives, opening up exciting new opportunities for tourism and cultural exchange.
The inaugural flight was welcomed upon its arrival at Velana International Airport (VIA) in Maldives, where local officials and tourism representatives expressed their enthusiasm for this new development.
“We warmly welcome our friends from China to our beautiful islands. This new connection strengthens our bonds and opens up new opportunities for tourism,” the tourism ministry said on X.
Maldives currently welcomes four airlines from China, including China Eastern, Beijing Capital Airlines, Xiamen Airlines.
In January, Maldives government urged tourism stakeholders in both Maldives and China to ramp up efforts to restore China’s position as the primary source market for Maldives tourism, a status held before the onset of Covid-19.
China, being the largest source market for Maldives tourism before the pandemic, saw a resumption of tourist arrivals from January 2023 after a three-year hiatus due to the pandemic. In 2023, the Maldives welcomed 187,118 Chinese tourists, marking a significant recovery in numbers. This year, the Maldives has welcomed the most number of tourists from China, with over 107,940 or 11.5 percent of total arrivals by June 12.
CROSSROADS Maldives has introduced WeChat Pay, widely known as Weixin Pay in China, across its world-class resorts, SAii Lagoon Maldives, Curio Collection by Hilton, and Hard Rock Hotel Maldives. This payment option is made available to enhance the convenience and overall experience for guests from China, making their stay in the Maldives more enjoyable and hassle-free.
Understanding the needs of the diverse guests, CROSSROADS Maldives has integrated WeChat Pay into operations, allowing guests from China to easily and securely conduct transactions using a payment method familiar to them. The introduction of WeChat Pay is a testament to CROSSROADS Maldives’ dedication to enhancing guest satisfaction by offering exceptional experiences at every turn. What is also expected through this initiative is that the guests could benefit from better foreign exchange rates, translating to better savings on their expenditures during their stay.
The option is available for guests in-house conveniently at both resorts as well as across the Marina at CROSSROADS Maldives where a wider variety of unparalleled dining and retail experiences are available for all guests. The day visitors from China will also therefore equally benefit from this new introduction at the Maldives’ premier multi-island integrated leisure destination.
SAii Lagoon Maldives, Curio Collection by Hilton, is a vibrant tropical escape that offers unique and locally inspired experiences. The resort features spacious rooms and villas, a variety of dining options, and an array of recreational activities designed to cater to the desires of modern travellers. Guests can escape to the island’s SAiisational natural beauty, enjoy water sports, and indulge in spa treatments, all while relishing the personalised service that defines Hilton’s Curio Collection.
Hard Rock Hotel Maldives brings the iconic Hard Rock spirit to the tranquil shores of the Maldives. This family-friendly resort offers a perfect blend of relaxation and entertainment, featuring music-inspired experiences, live performances, and the brand’s signature amenities. With luxurious accommodations, diverse dining options, and a plethora of activities for all ages, Hard Rock Hotel Maldives ensures an unforgettable holiday experience for every guest.
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