Maldives Marketing and Public Relations Corporation (MMPRC) has stated that it is maintaining the destination momentum in the Indian market through a variety of activities and participation in the most prominent fairs and exhibitions.
MMPRC has been conducting multiple events 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 travelers 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, SATTE and TTF. MMPRC planned and conducted several joint campaigns with business leaders in the travel and tourism trade with the feedback and interest displayed by the Indian market before, during and after these events.
Activities carried out by MMPRC targeting the Indian market include 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 people. The promotion was carried out from May 1 to June 3, coinciding with SATTE 2022, and the locations where the Maldives was promoted were at an 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.