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MMPRC launches destination marketing campaign with India’s leading tour operator Thomas Cook
Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has launched a destination marketing campaign with India’s leading omnichannel travel services company, Thomas Cook India. This strategic partnership is aimed at sustaining the Maldives’ visibility among Indian travellers and increasing arrivals from India to the Maldives. The three month campaign will be conducted from April to July, 2022.
Thomas Cook, India’s leading tour operator, enjoys strong consumer trust with over 140 years of expertise in the travel & tourism sector, a diversified portfolio of travel and related products-services and an extensive B2C and B2B consumer base, pan India. They are also the biggest tour operators to sell a vibrant range of holidays that incorporate value, premium to uber luxury properties from the Maldives to the Indian market and beyond. In a focused two pronged initiative to build high visibility and catalyse demand from the highly viable India market, this strategic partnership is a continuum of the strong relationship between Thomas Cook India and MMPRC.
Through this campaign MMPRC will market the destination as one of the safest destinations for India or Indian travellers across all segments and profiles. The campaign will highlight the unique geography of our scattered islands. It will also help MMPRC to promote our tourism products, including resorts, hotels, guesthouses, liveaboards, and the unique experiences available for tourists in the destination. Under this campaign we will be able to provide the latest information about the destination and its travel guidelines to the travel trade and tourists from the Indian market. The campaign is expected to create visibility for the Maldives and increase room nights and passenger numbers.
Speaking on the partnership with Thomas Cook, MMPRC’s Chief Executive Officer and Managing Director, Mr Thoyyib Mohamed, highlighted that India has been a top source market to the Maldives in the past couple of years, citing that the market played an imperative role in the recovery of the tourism sector post covid. Thoyyib further expressed confidence that this campaign with Thomas Cook would further boost bookings and arrivals from India for the upcoming summer season and beyond.
Under this campaign Thomas Cook will utilise a viable range of external media and owned properties like print, digital and social media platforms, web messages, emailers, etc to market the Maldives and reach a diversity of leisure, Corporate MICE and leisure segments, increase inquiries, bookings, sales and arrivals to the destination.
Mr. Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited stated that ‘It gives us immense pleasure to work with MMPRC as their strategic partner to jointly promote destination Maldives among India’s travellers. This campaign has been strategically launched to coincide with India’s peak travel season. Additionally, with our unique omnichannel network we offer customers the convenience of selecting their preferred mode of contacting us: via our holiday app, virtual holiday store, website, call centre or extensive retail network of over 350 outlets pan India.”
This campaign is conducted as part of our marketing strategy for the Indian market, which focuses on boosting arrival numbers, marketing different tourism segments and experiences available in the Maldives. The strategy also aims to generate visibility, maintain the Maldives as a top-of-mind destination and strengthen the brand name in the Indian market. India was the largest market in 2021 with over 278,740 travellers and a market share of 22.6%. As of 30th March, Maldives welcomed over 427,677 tourists to the country, out of which 46,154 or 10.8% tourists are from India, ranking as the 3rd top source market to the destination.
MMPRC held over 27 marketing activities for the Indian market last year, including familiarisation trips, joint campaigns with leading stakeholders, took part in prestigious fairs, and high-profile social media campaigns. There are many such activities for the Indian market in the pipeline for this year as well.
The world is currently on the trajectory to adapt to a broader new normal and ease covid measures across all sectors to recover from negative impact caused to economies due to covid restrictions. We are witnessing more countries easing travel measures and opening with a new normal. With regards to the recent development across the world, Maldives has also eased travel restrictions imposed on tourists which enforced presenting of negative PCR tests by all travellers. In this regard, from 4th March 2022, tourists visiting Maldives are no longer required to present a Covid-19 PCR negative result upon arrival if the prescribed doses of vaccine are completed 14 days prior to date of arrival. As of 13th March 2022, the Maldives has also lifted the national public health emergency, imposed in response to the emergence of the Covid-19 pandemic. The ease of travel restrictions and measures would make it easier for tourists to visit the Maldives.
MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarisation trips, marketing campaigns, webinars, and interviews. 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.
SAiiLand welcomes visitors of all ages to explore a secret fantasy garden, swim in a sea of holiday cheer, and create their own fairy-tale moments. From festive family pool parties to culinary feasts bursting with flavour, every detail has been thoughtfully designed to ensure a celebration full of warmth, fun, and SAiiSational spirit. With live music, treasure hunts, and immersive experiences, this festive season promises to bring joy at every turn.
This year, SAii Lagoon Maldives, part of the Curio Collection by Hilton, invites guests to wander through a Secret Fantasy Garden, reach for the horizon, discover the unexpected, and dive into the island’s festive atmosphere. Whether crafting gingerbread houses, dancing under a sky full of stars, or enjoying a secret garden-inspired gala, every aspect of the SAiiLand adventure has been curated to blend joy, elegance, and island spirit.
Alexander Traeger, General Manager at SAii Lagoon Maldives, expressed excitement about sharing the season’s magic with guests. “Whether seeking exceptional dining experiences with family or winter sun adventures in the Maldives, there is something special for everyone.”
Visitors can enjoy festive cocktails at sundown, race through the SAii Amazing Race, or indulge in a feast beneath the stars. The festivities begin with a charming Christmas Cake Mixing Ceremony and culminate in a stunning New Year’s Eve countdown, complete with fireworks and endless celebrations. Guests can look forward to live music, culinary delights, and a few magical surprises to make the end of the year truly unforgettable.
Fuvahmulah Island in the Maldives has been recognised as the location of the largest documented aggregation of tiger sharks globally, according to a recent study published on Nature.com.
Over six years, researchers led by Lennart Vossgaetter from the Leibniz Centre for Tropical Marine Research in Germany identified 239 individual tiger sharks through non-invasive photo identification methods. This represents the highest number of individual tiger sharks recorded in a single, geographically confined area.
The research revealed that tiger sharks around Fuvahmulah exhibit strong site fidelity, especially adult females, which remain in the area for extended periods during gestation. The waters surrounding the island provide critical habitat for these sharks, offering warm temperatures and a consistent food supply from discarded fish waste, making it ideal for reproduction.
Positive Outlook for Tiger Shark Conservation
The study highlighted Fuvahmulah as a vital site for tiger shark conservation in the Indian Ocean, housing the world’s largest known aggregation. The protected status of sharks in Maldivian waters contributes to the island being a “bright spot” for conservation efforts. Researchers emphasise that the island’s waters are essential for supporting female tiger sharks during gestation, serving as a crucial refuge that helps sustain their population.
However, the researchers also pointed out the necessity for further studies on the geographic connectivity of Fuvahmulah’s tiger sharks. Telemetry research could determine whether these sharks primarily inhabit the protected waters of the Maldives shark sanctuary or venture beyond its limits. Such insights are essential for understanding their movements and enhancing conservation strategies.
Balancing Tourism and Conservation
The study also raised concerns about the absence of formal regulations governing shark tourism in the Maldives, which has become a significant economic driver for local communities. The researchers noted that shark diving at sites like Fuvahmulah’s “Tiger Harbour” is currently unregulated, lacking official guidelines for shark provisioning for tourism purposes. Existing codes of conduct at diving sites are voluntary and vary by dive center.
Drawing inspiration from successful management strategies employed in other shark diving destinations, such as locally managed marine protected areas (MPAs) in Fiji, the researchers recommended establishing formal regulations to oversee shark provisioning and diving practices in Fuvahmulah. They argued that adopting sustainable practices is crucial to ensure the long-term conservation of tiger sharks and the economic benefits derived from shark tourism.
To prevent future conflicts between tourism and conservation, the study advocates for incorporating stakeholder interests into local management plans, promoting sustainable ecotourism practices in one of the world’s largest shark sanctuaries.
About Fuvahmulah Island
Fuvahmulah is the second southern-most atoll in the Maldives, situated 500 km from the capital, Male. The island, home to a population of 9000, is accessible via daily scheduled flights operated by the national carrier, Maldivian. Several dive centres are located near the harbour, accommodating the growing number of tourists who visit for tiger shark diving.
In addition to its fame as the “Tiger Shark Island”, Fuvahmulah is also known for its long, white sandy pebble beach, locally called “Thoondu”, on the northeast coast. The beach, with its natural beach breaks, is a popular destination for surfing.
Sun Siyam Vilu Reef has proudly been awarded the title of Leading Luxury Hotel (Silver category) in the Maldives at the 2024 South Asian Travel Awards (SATA). This prestigious recognition was presented at a sophisticated ceremony in Kathmandu, Nepal, highlighting the resort’s steadfast commitment to luxury, exceptional guest experiences, and significant contributions to Maldives tourism.
Resort Manager Thoha Yoosuf received the award on behalf of Sun Siyam Vilu Reef, expressing sincere gratitude for the honour. “We are incredibly proud to be recognised among the top luxury hotels in the Maldives. This award reflects the dedication and passion of our entire team, who strive to ensure that every guest experience at Sun Siyam Vilu Reef is remarkable. We look forward to continuing to elevate luxury travel in the Maldives,” Thoha stated.
Part of the esteemed Sun Siyam Resorts collection, Sun Siyam Vilu Reef consistently provides world-class service, emphasising an authentic and indulgent Maldivian experience. Located in the heart of the Indian Ocean, the resort combines natural beauty with modern luxury, offering guests a tranquil sanctuary with outstanding amenities, including overwater villas, gourmet dining, rejuvenating spa treatments, and exciting water sports.
The South Asian Travel Awards honour excellence in hospitality throughout the region, recognising hotels, resorts, and tourism companies that excel in customer service, innovation, and sustainability. This prestigious accolade further cements Sun Siyam Vilu Reef’s reputation as a leader in luxury travel, making it a top destination for discerning travellers seeking the ultimate Maldivian experience.
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