Business
Visit Maldives strengthens global advertising campaign with CNN
Visit Maldives has broadened the ongoing global advertising campaign with CNN to further promote the destination as one of the most safest destinations to travel during the pandemic, for tourists who are constantly seeking a new place to vacation.
Initially launched with the reopening of the borders, the main objective of this campaign is to keep the Maldives as the top-of-mind destination for travellers on a global scale with the digital and online components of the campaign which includes TV commercials, vignettes and digital display banners on the CNN homepage.
The first component of the campaign commenced with the launch of “Five Reasons to Insta love Maldives” vignette and a video showcasing the luxury offerings of the destination, followed by the launch of “Thirty Seconds of Calm Maldives”, which showcased the serenity of the destination. Prominently, the destination has been featured on the CNN weather watch which substantially reaches a large audience across the globe.
Several campaigns conducted by Visit Maldives in the past have featured local talents and their crafts. This year and during the past year, several top publications have featured the profiles of these talented individuals who are refining their crafts.
As part of the ongoing campaign with CNN, Maldivian Chef Sobah, who aims to make the Maldivian cuisine recognized worldwide, was featured along with two divers whose unique job is cleaning the “windows” of the underwater restaurant in Hurawalhi Maldives resort.
As another component of this campaign, a television commercial with local environmental advocate, Shaaha Hashim, has started airing on CNN starting this week. The video portrays Maldives as a safe haven and highlights the importance of protecting the delicate environment of the country. It also narrates the strong passion for conservation by Shaaha, and shares an impactful message to the audience.
Tourism minister Dr Abdulla Mausoom appeared on CNN’s First Move for an interview with Richard Quest. During this interview, offer packages including working vacations or “workcations” for people who can work remotely, testing procedures, the effect on the tourism industry and the way forward were discussed in detail.
The campaign with CNN was one of the first global campaigns to launch after the reopening of the borders of the destination.
Visit Maldives has continued to carry out several activities in key markets to promote Maldives, in which over 412 different marketing activities have been carried out in 22 countries.
Some of the activities include virtual fairs, webinars, fam trips, online roadshows, outdoor campaigns, and digital media campaigns.
Notable campaigns include an online roadshow in China, a global advertising campaign with Skyscanner and a global media campaign in various markets.
The initiation of the Maldives Border Miles loyalty programme and the Allied Inbound Travel Insurance policy also assists the efforts to entice travellers to Rediscover Maldives once again.
From January to November, Maldives recorded a total of 468,693 arrivals, and since the borders reopened, arrivals have been slowly picking up with 85,846 arrivals so far.
The Maldives Association of Tourism Industry (MATI) held its 34th Annual General Meeting at Kurumba Maldives today, with a total of 100 members in attendance.
The day’s events began with a welcome address from the Chairman of MATI, Mr. Mohamed Umar, who also presided over the session. The agenda included an address from the Secretary General, Mr. Ahmed Nazeer, the review and approval of the minutes of the 33rd AGM, the review and adoption of the Annual Report and Financial Reports for 2023, the approval of the 2024 budget, the appointment of auditors for 2024, the welcoming of new members and election of executive board members to the two vacant positions (by-election).
In the member discussion session, the following topics were covered: the Government’s aim to reach net-zero emissions by 2023 and renewable energy generation in the Tourism Industry, new terminal of Velana International Airport and developments, employment challenges, the Industrial Relations Act and trade unions, environmental conservation and the significance of creating and executing efficient management plans for protected areas like the South Ari Marine Protected Area (SAMPA).
Following the official proceedings, the Minister of Tourism Hon. Ibrahim Faisal and the Minister of Economic Development and Trade Hon. Mohamed Saeed joined the forum. The Ministers provided remarks and engaged in a Member Q&A session. This session provided members with the chance to directly engage with the Ministers and delve into crucial industry topics. The queries focused on the Economic Outlook, forthcoming development plans and immediate challenges and issues affecting the Tourism Industry.
A video presentation was also showcased that delved into the extensive work undertaken by MATI in 2023. The video also touched upon the Tourism Industry’s performance over the past 5 years, as well as the current and projected human resource capacity of the sector.
In his closing remarks, the Secretary General highlighted the importance of collaborative efforts in addressing industry challenges and called for greater unison amongst industry stakeholders, ending with an acknowledgement of the promising start to the year in terms of arrivals.
Executive Board Members elected to the 2 vacant positions (by-election):
- Ibrahim Shareef, CEO and Managing Director of Maldives Airports Company Limited
- Renato De Olivera, General Manager of The Ritz-Carlton Maldives, Fari Islands and representative of Marriott International
Join us for the Travel Creators Exchange 2024, taking place on February 1, 2024, at the Hotel Jen in Male’, Maldives.
This dynamic event provides a platform for networking and collaboration among Maldives-based travel creators, fostering connections, idea-sharing, and the establishment of lasting partnerships to expand opportunities and monetise content.
Our lineup of distinguished speakers includes:
- Zihuny Rasheed, Deputy Managing Director of MMPRC, will present on “Power of Digital Storytelling: Collaborative Strategies for Destination Promotion.” MMPRC actively markets the Maldives globally, utilising a comprehensive approach that includes travel trade shows, roadshows, digital marketing, and more.
- Amjad Thaufeeg, Commercial Director of Kuda Villingili Maldives Resort, brings over 23 years of hospitality industry experience. He will discuss “The Role of Content in Tourism Marketing,” drawing on expertise in revenue, customer service, sales & marketing, and human capital development.
- Suresh Dissanayake, Assistant Vice President of Sales & Marketing of Heritance Aarah & Adaaran Resorts, with nearly two decades of experience, will shed light on “What does a Sales and Marketing Director Do?” He brings extensive luxury hospitality experience and a proven track record in sales, distribution, and marketing.
- Vishal Amir Ahmed, a versatile cinematographer and content creator, will explore “Who is a Content Creator.” Currently associated with Various Arts Studio, he specialises in providing multimedia solutions to various clients.
Organised by Maldives Insider, Maldives Virtual Tour, Travel Trade Maldives, and Hotelier Maldives, this collaborative effort aims to empower Maldives-based travel content creators and elevate the Maldives as a premier destination for captivating travel storytelling.
Events
Acclaimed contemporary artist Ana Pušica explores perpetuality and community at Patina Maldives
Ana Pušica Kramer, an internationally acclaimed contemporary artist, joins Patina Maldives for an exclusive art residency in the now infamous Fari Art Atelier. From January 22 to February 22, 2024, Ana Pušica will grace the shores of the Fari Islands, weaving a vibrant narrative of colour and emotion across her larger than-life canvases.
Her artistry transcends boundaries, melding abstraction and figuration into awe-inspiring masterpieces. Having exhibited globally, from New York to Beijing, Ana’s paintings are a physical, intuitive act rooted in movement. Described as a “beautiful fluorescent thunderstorm,” Ana’s art explores light and colour, capturing the energy of life itself.
The Fari Art Atelier which has previously hosted the likes of Daniel Arsham, Chris Stamp and David Nott, will be transformed into Ana’s studio and gallery showcasing her enthralling artworks—a mesmerising journey through poetry, memory, and the vibrant interplay of colour. Guests at Patina are invited to delve into Ana’s world, where each stroke reveals layers of meaning, evoking sensations of intense lightness and boundless interpretation.
At Patina Maldives, Ana will immerse herself in a month-long residency, inviting the Patina Malidves community or guests and team to witness her artistic fervour firsthand. Guests will have the rare opportunity not only to observe her creative process but also to engage with and create art alongside this luminary.
Experience artistry at its most exclusive
Art Exhibition
Experience Ana’s captivating exploration of colour and emotion in her spellbinding artworks displayed at the Fari Atelier.
Art Workshops: Message in a Bottle
As part of a collaborative artwork, Ana invites Patina guests to participate in short workshops, actively contributing to the creation of a permanent installation at Patina Maldives.
Open Studio Session
Join Ana for an exclusive open studio session, offering guests a behind the-scenes look at her creative process.
Ana Pušica residency package
Discover a world where creativity knows no bounds as Ana Pušica, the maestro of contemporary art, transforms Patina Maldives into an immersive canvas of inspiration.
Book now to secure your experience.
For more information and reservations, please visit Patina Maldives or contact
reservations.maldives@patinahotels.com
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