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.
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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