Maldives Promotion House – In its efforts to promote tourism Maldives has signed an agreement with the British Broadcasting Corporation (BBC). The agreement which is worth USD 250,000 (MVR 3.8 million), was signed in the underwater Ithaa restaurant at Conrad Maldives Rangali Island Resort, by Tourism Minister Ahmed Adeeb and the Accounts Director for BBC Sukesh Singh. Vice President Mohamed Waheed Deen also participated in the ceremony.

“When you look around this place you will see just how beautiful a place we’re living in,” the Vice President said. He also noted that the beauty should be preserved for future generations.

According to MMPRC, under the agreement a digital campaign will also be launched on the BBC’s website. Mr. Sukesh also said that with the launch of the new campaign the Maldives will be marketed to almost the whole world including Europe, the Middle East, Asia and other areas of the globe attracting potential tourists to the destination.

“This time we’re not just advertising on the weather chart. This will have a huge positive impact on the industry, especially in Europe and other areas the Maldives will be further promoted as a tourist destination,” Adeeb said. He noted that the campaign will commence under the slogan “The Sunny Side of Life” and that the purpose of it is because the industry gained previous success with the use of the slogan.

He also said that the Maldives will be promoted as a luxury tourist destination on the BBC Weather and the BBC’s website.