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Visit Maldives signs global advertising agreement with BBC Global News

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The Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has signed a global advertising agreement with BBC Global News, incorporating their in-house commercial content studio, BBC Storyworks.

The agreement was signed by the Chief Executive Officer and Managing Director, Thoyyib Mohamed, on behalf of MMPRC, and the Senior Vice President, Commercial Operations, BBC Studios, Mr Nick Charlton, on behalf of BBC Global News.

The agreement will see MMPRC launch an international advertising campaign with BBC Global News, designed to showcase the nation as a safe, prepared and welcoming luxury destination, through the voices of the people of the Maldives.

Speaking about the agreement signed with BBC Global News, MD Thoyyib noted that this campaign aligns with MMPRC’s global strategies for the year, which focuses on maintaining the visibility of the Maldives as a holiday destination. He stated that this campaign would assist MMPRC in promoting the Maldives as a safe haven prepared to welcome tourists, adding that the different aspects and segments of Maldivian tourism, including the stories of our people, would be shared globally online on BBC Travel, the dedicated features site of BBC.com.

Alistair McEwan, SVP Commercial Development APAC, BBC Global News says: “As consumers continue to dream about their next travel opportunities and choices of destination, audiences are seeking clear information on safe travel and tourism, as well as wanting to be inspired by amazing destinations, cultures and experiences. With decades of experience in premium storytelling heritage within BBC StoryWorks, we are delighted to be partnering with MMPRC to be able to showcase their wonderful stories to our global audiences.”

Activities within this campaign are further aligned with MMPRC’s global marketing strategies, focused on maintaining tourism sustainability, from December 2021 through to March 2022. During the campaign, relevant and engaging content about the people, places and culture that make the Maldives so wonderfully diverse and unique will be circulated on the international digital platforms of the BBC. This will include specially commissioned brand stories and videos created by BBC StoryWorks as well as social media promotion.

The campaign aims to further promote the Maldives as the ideal travel destination that caters to the needs and wants of travellers in the era of the new normal. It will focus on marketing the destination as a safe haven and promote the experiences unique to the Maldives while providing information on the stringent measures in place for Maldivian tourism products such as resorts, hotels, guesthouses and liveaboards. It will also highlight the geographically scattered nature of the island nation, which provides natural social distancing for travellers.

As the parent company responsible for marketing the Maldives as a destination abroad, MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarisation trips, marketing campaigns, webinars, and interviews. MMPRC and the Maldives Tourism Industry’s concerted drive to provide visitors with options to relax and rejuvenate after the effects of the global pandemic bore fruit as hundreds of thousands of visitors flocked to the Maldives with the assurances of a safe vacation. Thanks to ‘natural social distancing’ as an archipelago nation, the safety of holidaymakers in the Maldives is further enhanced under our distinctive ‘one island, one resort’ concept and close attention to covid safety guidelines at every turn.

The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travellers from all over the globe.

This year also celebrates an exceptional year to visit the Maldives – the Golden Jubilee celebration of tourism in the Maldives kicked off earlier last year with plans to conduct new and exciting activities throughout the year. MMPRC has planned over 60 in-person events for the year 2022, including 11 fairs, roadshows and events scheduled for just the first quarter.

Events

Maldives Association of Tourism Industry (MATI) holds its 34th Annual General Meeting

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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):

  1. Ibrahim Shareef, CEO and Managing Director of Maldives Airports Company Limited
  2. Renato De Olivera, General Manager of The Ritz-Carlton Maldives, Fari Islands and representative of Marriott International
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Business

Unlocking power of travel storytelling at Travel Creators Exchange 2024

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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.

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Acclaimed contemporary artist Ana Pušica explores perpetuality and community at Patina Maldives

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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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