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.
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):
- Ibrahim Shareef, CEO and Managing Director of Maldives Airports Company Limited
- Renato De Olivera, General Manager of The Ritz-Carlton Maldives, Fari Islands and representative of Marriott International
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.
Events
Acclaimed contemporary artist Ana Pušica explores perpetuality and community at Patina Maldives
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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