Business
Visit Maldives maintains destination presence in India
Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) is maintaining the destination momentum in the Maldives’ largest market for this year, the Indian market, through a variety of activities and participation in the most prominent fairs and exhibitions.
MMPRC has been conducting multiple exciting events, with more in the pipeline, to maintain the interest and momentum that the Maldives has reached with the Indian market, especially over the last few years with other prominent markets such as China still closed due to Covid-19.
India was the largest market in 2020 with an arrival figure of 62,960 and a market share of 11.3% and performed similarly in 2021 with over 278,740 travellers and a market share of 22.6%. As of June this year, the Maldives has welcomed 119,967 tourists to the country from India. During this period India ranked as the top source market in the country, contributing 14.8% of the total market share for 2022 so far.
To maintain destination momentum, MMPRC has conducted several activities targeting this market in addition to participating in prominent fairs such as OTM 2022, SATTE 2022 and TTF 2022.
With the feedback and interest displayed by the Indian market before, during and after these events, MMPRC planned and conducted several joint campaigns with business leaders in the travel and tourism trade. This includes an outdoor advertising campaign promoting the destination in 5 different prime locations in the Delhi and Greater Noida area, with a total reach of approximately 7 million due to the great locations selected. The promotion was carried out from 1st May to 3rd June 2022, coinciding with SATTE 2022, and the locations where the Maldives was promoted were at a great intersection en route to SATTE and for general commuters travelling around the city, with a large number of people visiting locally and from different cities, to encourage them to visit the Maldives.
MMPRC is currently conducting joint-marketing campaigns with Thomas Cook, PickYourTrail, and Vistara Inflight magazine, the last of which is conducted from May till October 2022.
Vistara is India’s only five-star rated airline, with an exclusive set of consumers and high recall value among travellers. The Vistara inflight magazine is designed for an elite and High Networth Individual (HNI) audience that wants to enhance their lifestyle, enrich their minds and widen their experiences through the lens of travel. The audience is young and includes celebrities and corporates who are keen to engage with content and media on different platforms.
Approximately 500,000 passengers travel through Vistara within a month, and this campaign will promote the Maldives as an ideal holiday destination and encourage the elite and HNI to consider our beautiful islands for their next holiday. The articles, advertisements, and advertorials placed in the magazine are expected to reach over 700,000 affluent readers, while the native story placed on the Vistara website is expected to have a minimum of 55,000 page views. Additionally, the Vistara newsletter reaching over 3 million subscribers will also carry advertisements to visit the Maldives.
A team of media professionals representing various high-prominent Indian media outlets also visited the Maldives on a tourism familiarisation trip, from 13th to 19th June 2022. The team stayed in Kuramathi Maldives, The Residence Maldives and Noku Maldives. Officials from MMPRC visited Kuramathi Maldives to meet with the media team and discussed broadening efforts to further promote Maldivian tourism in the Indian market.
MMPRC also promoted the Romantic Side of Life to the Indian audience through a partnership with Wedding Affair magazine. Wedding Affair is one of the largest selling International Indian wedding magazines, targeted at the luxury and niche audience and read by almost over 50,000 loyal readers. The Maldives’ cover and 8-page advertorial reached a readership of some 870,000, and the online portion of the campaign reached over 48,500, putting the total reach of the campaign at 1,033,385.
MMPRC also targeted potential travellers through the Radio medium, with a campaign with one of the most trusted agencies in India for radio campaign advertising, IAM Communications, for 2 weeks in July 2022. The campaign is executed in 8 key source markets: Delhi, Mumbai, Bangalore, Kolkata, Cochin, Trivandrum, Chennai, and Ahmedabad. The campaign comprises 180 spots in each of the 8 cities – 35,000 seconds of airtime during the campaign and 40 seconds of RJ mentions. The expected reach of this campaign is over 1 million.
MMPRC’s strategies for the Indian market were crafted with a focus on strengthening the Maldives brand in all major cities. The strategy identifies channels to access the luxury market segment, which includes high-end magazines, highly-advertised roadshows in locations that appeal to the luxury market segment, and promotion of affordable holiday options through roadshows in more accessible locations for that specific market segment.
There is also a focus on targeted advertising for honeymooners and family holidays, greater B2B contact to generate awareness of guesthouse and affordable resort options, and using social media for brand promotion during holiday periods.
MMPRC conducted several promotional activities for this market in 2021 as well, such as an e-learning campaign with 2HUB, Tri Campaign with Yatra & Go Air, and influencer and celebrity familiarisation trips, in addition to representing the Maldives in prominent fairs and exhibitions.
There are many more activities in the pipeline for this market for the remainder of the year, including TV promotions, radio campaigns, familiarisation trips and joint marketing campaigns with airlines, tour operators and travel agents.
Business
Visit Maldives presents cultural, food festival to celebrate 2025
Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) has announced the ‘Maldives Culture and Food Festival’, a two-day extravaganza showcasing the Maldivian cuisine, local arts and craft, and entertainment.
The festival will take place at Central Park, Hulhumale’, on New Year’s Eve, December 31st, 2024, and continue into New Year’s Day, January 1st, 2025, offering a unique and immersive experience for locals and tourists alike.
This exciting initiative by MMPRC is a collaborative effort involving key partners such as the Ministry of Tourism (MOT), Housing Development Corporation (HDC), MyHulhumale’, Business Center Corporation (BCC), Male’ City Council, Waste Management Corporation Limited (WAMCO), the Maldives Police Service, Maldives National Defence Force (MNDF), Public Service Media (PSM), Maldives Airports Company Limited (MACL), Dhiraagu, Ooredoo, Manta Air, Maldivian, Ace Travels, and Gulf Air. It promises a dynamic programme filled with performances, activities, and food stalls. Attendees will have the opportunity to savour authentic Maldivian dishes, explore traditional arts and crafts, and witness captivating cultural performances.
On December 31st, the festivities will begin at 20:00 with doors opening to the public. A spectacular drone show will be held, depicting a tourist’s journey through the beautiful Maldives. The evening will continue with captivating cultural performances including Boduberu performances, and “Dhafi Negun”. A New Year’s Eve countdown will also take place, culminating in a dazzling fireworks display to welcome 2025.
The celebrations will continue on January 1st 2025 from 16:00 to 22:00, with the festival reopening and featuring food and arts and crafts stalls. A range of family-friendly activities will be available, including a police and fire truck showcase, a climbing wall, a bounce house, and a Transformers display. Additionally, the festival will feature energetic Boduberu performances and an exciting Roboman showcase.
“MMPRC is proud to present the first Maldives Culture and Food Festival,” said Ibrahim Shiuree, CEO and MD of MMPRC. “This event is a key initiative to celebrate the achievements of the Maldives in 2024 and to promote the diverse cultural heritage of the Maldives while providing a memorable experience for locals and visitors. We invite everyone to join us in celebrating the Maldivian spirit as we bid farewell to 2024 and welcome the new year.”
Business
Barcelo Nasandhura Malé to open in Q1 2025
Barcelo Nasandhura Malé, the Maldives’ newest luxury destination, is set to open its doors in Q1 2025.
Located on the site of the former Nasandhura Palace Hotel, the property will become the largest hotel in the capital, Malé. With 136 elegantly designed rooms, including 95 with stunning ocean views, and 116 luxurious serviced apartments, Barcelo Nasandhura Malé promises a unique blend of sophistication, comfort, and convenience in the heart of this vibrant city.
Operated by the renowned Spanish hotel chain Barcelo Group, the hotel represents a significant expansion of the brand’s presence in the Maldives and beyond. Barcelo Group, known for its exceptional resorts, recently opened Barcelo Whale Lagoon Maldives in South Ari Atoll in August 2024, further solidifying its growing portfolio in the region. In addition to its Maldivian properties, Barcelo Group manages a range of high-profile hotels across the UAE, Thailand, and several European countries.
Barcelo Nasandhura Malé will feature an array of premium facilities, including four upscale dining outlets, a rooftop shisha bar, an oceanfront pool, a state-of-the-art gym, and a luxurious spa. The hotel will also boast 1,034 square meters of versatile MICE (Meetings, Incentives, Conferences, and Exhibitions) space, making it an ideal venue for corporate events and gatherings.
While some serviced apartments were initially intended for residential use, they will now be available for daily rental, offering guests enhanced flexibility and a wider range of accommodation options. Originally scheduled to open on December 1, 2024, the opening has been slightly delayed due to minor construction work. However, the team remains committed to ensuring Barcelo Nasandhura Malé is ready to welcome its first guests in Q1 2025.
Barcelo Hotel Group, awarded World’s Leading Hotel Management Company 2023 by the World Travel Awards, is the second-largest hotel chain in Spain and ranks among the 30 largest globally in terms of the number of rooms. Founded in 1931, this family-run organisation operates 280 four- and five-star city and holiday hotels, offering more than 62,000 rooms across 25 countries. The group markets its hotels under four distinct brands, each focused on providing diverse and memorable travel experiences.
Renowned for its commitment to excellence and sustainability, Barcelo Hotel Group delivers exceptional stays, seamlessly blending luxury, comfort, and environmental responsibility.
Action
Denise Hoefer brings world-class Padel to The Nautilus Maldives
As part of its ‘Masters for Masters’ series, The Nautilus Maldives will host Denise Hoefer, Germany’s No. 1 padel player and one of the world’s top 50 most influential figures in the padel industry, for an exclusive Padel Masterclass from March 22 to 25, 2025. This exceptional event invites guests to enhance their padel skills under the expert guidance of a global champion, all set against the stunning backdrop of the Maldives’ Indian Ocean.
Padel, recognised as the world’s fastest-growing sport, has captured the hearts of 30 million enthusiasts globally, according to the International Padel Federation. This March, The Nautilus will provide a unique opportunity for guests to immerse themselves in this thrilling game during a four-day Padel Masterclass led by Denise Hoefer, Germany’s top-ranked female padel player and captain of the German national team. Participants will refine their techniques on The Nautilus’s state-of-the-art padel court, while experiencing the island’s signature blend of world-class coaching and timeless, unscripted hospitality.
The Padel Masterclass will feature a tailored mix of group and private sessions, catering to players of all levels. Younger participants will have the chance to join the Young Wonderers program, offering specially designed classes that introduce the sport in a fun and engaging way. After an energising day on the court, guests can unwind at Solasta Spa, where exclusive treatments by Maison Caulières—such as Spinal Connection Deep Tissue Healing, Volcanic Stone Therapy, and Warm Poultices—promise ultimate relaxation and rejuvenation. These tranquil spa experiences provide a perfect complement to the day’s dynamic activities, leaving participants refreshed and revitalised.
With just 26 ultra-luxury houses and residences, The Nautilus offers an intimate sanctuary within the Baa Atoll, a UNESCO Biosphere Reserve. Surrounded by powder-soft white sands, vibrant coral reefs, and crystal-clear waters, this private island retreat redefines bespoke hospitality. Every element is meticulously crafted to inspire, offering guests an unparalleled ultra-luxury experience focused on relaxation, renewal, and discovery. Whether honing padel skills or embracing the serenity of island life, The Nautilus stands as the ultimate destination for discerning travellers.
-
Awards1 week ago
Maldives ranks among world’s best destinations in Tripadvisor Travelers’ Choice Awards
-
Cooking1 week ago
Around the world with Michelin Stars: Anantara Veli unveils 2025 guest chef lineup
-
Featured1 week ago
Moo Ge: Oaga Art Resort’s new creative hub redefines artistic experiences
-
Featured1 week ago
Henry’s Pizza goes global: Verdy’s vision debuts at Patina Maldives
-
Awards1 week ago
Kuda Villingili Resort Maldives honoured with 2024 Travel + Leisure China Travel Awards and Travelling Scope Star Awards
-
News1 week ago
Centara unveils The Centara Collection; rebrands Centara Grand Maldives as Machchafushi Island Resort & Spa
-
Awards1 week ago
The Standard, Huruvalhi Maldives wins ‘Best Overseas Hotel’ award at Voyage Best Hotel & Resort Awards 2024
-
Action1 week ago
Family fun meets Premier League coaching: Kuramathi and Campioni experience