Business
Visit Maldives launches major global media campaign
Visit Maldives has launched a major global media campaign, utilising both local and international media channels in mainstream and travel trade print to promote the destination in 10 key markets simultaneously.
This is one of the most prominent campaigns hosted by Visit Maldives under the slogan, “Rediscover Maldives…the sunny side of life.”
“The ultimate aim of this one month campaign, which will take place during November and December, is to promote Maldives as one of the most preferred tourist destinations to a greater audience across various global platforms, while making top headlines across these markets,” a statement issued by Visit Maldives read.
“These markets are India, UK, Russia, Middle East, France, German speaking markets, Turkey, Singapore, South Africa, Italy, Hong Kong & APAC.”
Key points highlighting the safety and unique selling points of the destination will be featured across several mediums including ads and advertorials placed on leading global publications.
Alongside digital media publications, the decision to utilise print media was made as it remains a vital source in reaching travel trade across various markets.
All tourism products in Maldives will also be highlighted to inform tourists on the unique experiences offered. This illustrates the importance of both the luxury and local tourism segments in the country.
An online brochure which includes essential information for tourists before their travel to the Maldives, will be circulated.
The brochure comprises several other vital components such as an introduction on Maldives Border Miles loyalty programme, the Allied Inbound Covid-19 travel insurance, and data on flight connectivity from various parts of the world.
It will also touch upon the international safety recognitions Maldives has received; the Safe Travels Stamp from the World Travel and Tourism Council (WTTC) and the Airport Health Accreditation by the Airport Council International (ACI).
After almost four months of border closure, the Maldives reopened its borders to international tourists on July 15.
Safety remains the utmost priority and an impressive 94 per cent resorts have resumed operations already, along with several liveaboards and guesthouses — all in compliance with comprehensive Covid-19 tourism guidelines.
While there was a complete re-strategising of marketing activities and a shift to online platforms during the crisis, Visit Maldives continued its marketing efforts to keep the Maldives on top of the mind of travellers and continues to adapt the crisis recovery plan to the evolving situation.
The main marketing message communicated is that the Maldives is a safe haven for visitors and one of the safest places to visit during this time, due to the health and safety measures that are in place and the safety offered by the unique geography of the destination.
Some of the crisis recovery activities carried out include participation at fairs (digital as well as physical representation) along with industry partners, digital and social media campaigns such as the Visit Maldives Later campaign, The Sun Will Shine Again Facebook live event, the Rediscover Maldives campaign during the initial phase of the pandemic.
Global campaigns are also underway with CNN, Tripadvisor and Skyscanner.
Localised campaigns include promotions on We-Chat and Weibo, as well as an online roadshow series in China, VK Campaign in Russia, and joint campaigns with travel agents and tour operators.
“We are also working with global brands such as Singapore Airlines, CNN, Vogue Arabia, etc,” the statement read.
Next year, Visit Maldives will lead the national efforts in uniting all tourism stakeholders to try and achieve pre-Covid arrival numbers.
According to the latest figures, over 50,000 tourists have arrived since the reopening of borders. With the gradual increase in tourist arrivals, it is anticipated that the number of arrivals will grow from strength to strength over the next few months.
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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