Business
Visit Maldives plans 343 major destination marketing activities for 2021
A total of 343 major destination marketing activities, which includes both offline and online campaigns, have been planned for 2021, Visit Maldives announced Tuesday.
The announcement was made at a press conference held Thursday afternoon with the local media. During the press conference, officials from Visit Maldives highlighted the activities carried out and the achievements accomplished this year along with the plans for 2021.
The initial marketing plan for the year by Visit Maldives was developed with bigger brand visibility campaigns and creative initiatives to promote experiential tourism and niche segments.
However, with the onset of the Covid-19 pandemic, the campaigns and initiatives had to be shifted to social and digital media platforms.
The Visit Maldives campaigns were completely shifted online and with progressions, continuous assessments were conducted around the evolving challenges in three phases: React, Rethink and Recover.
The three phases focused on keeping the destination visible on online media, providing the tourism industry and tourists with regular updates on travel restrictions and safety measures taken in Maldives, and promoting the destination as a safe haven for tourists via several activities in different source markets.
The source markets were closely monitored to adapt the strategies accordingly for targeted activities.
Out of the 412 activities held throughout the year, 314 activities were carried out under the crisis plan.
Despite the Maldives reopening for all nationalities in July, arrivals were also dependent on factors such as travel restrictions in their residing countries, as well as the resumption of flight connectivity.
Immersive content to dream about the Maldives and keep the destination visible was also disseminated through these platforms. As the pandemic exacerbated, the marketing approach was adapted in line with the key messaging of UNWTO: Staying home today means traveling tomorrow.
The second phase involved informing all relevant stakeholders on the steps taken by the Maldives for recovery such as the health and hygiene measures planned, as well as the social distancing regulations.
Moving forward in the final phase of recovery, it is imperative to retain the brand awareness as the most preferred destination in the world.
Steps taken for travelling to the Maldives in the new normal were communicated as much as possible through PR representatives in the key source markets and industry stakeholders, as well as several marketing campaigns.
“We have consistently worked together with the government, stakeholders and tourism industry to ensure the maximum utilisation of our potential and resources in achieving our goals. The team at Visit Maldives has worked tirelessly to warrant that Maldives remains on top of the most preferred tourist destinations in the world,” Thoyyib Mohamed, the Managing Director of Visit Maldives, said.
“Gradually, our efforts seem to bear fruit: we have received 16 awards and accolades this year, including the World’s Leading Destination award by World Travel Awards 2020, and we have also reached the 500,000th tourist arrival milestone for the year.”
Visit Maldives will continue marketing the destination with an increased vigour and effort in the upcoming year, and 343 major activities have been planned which includes both offline and online campaigns.
The main objective of these activities is to increase tourist arrival numbers to pre-pandemic levels, reorient the perception of Maldives solely as a luxury and honeymoon destination, and utilise international recognition received during this pivotal moment.
More importance will also be given on developing and promoting local tourism, culture and heritage of the Maldives.
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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