The Maldives Marketing and Public Relations Corporation (MMPRC ) has launched a joint marketing programme in South Africa with Thompsons Holidays.
The campaign, held from April to May, consists of several unique activities including digital media, social media, outdoor advertising, and B2B events. The purpose of the campaign is to establish the Maldives as a destination for all potential long-haul tourists from the South African market and increase arrival figures in various segments.
Thompsons Holidays is one of the largest tour operators in South Africa with knowledgeable staff, exceptional service, and quality products. The tour operator has over 40 years of expertise in providing the finest collection of holidays to the most sought-after destinations. A campaign with a leading tour operator will elevate the Maldives brand in the South African market.
A total of 18 activities will be conducted under the campaign. The campaign will conduct a travel agent incentive programme encouraging sales to the Maldives. Additionally, Thompsons Holidays will conduct a dedicated social media campaign promoting the Maldives as a preferred beach getaway destination and an outdoor advertising campaign.
In 2021 and 2022, a total of 16,347 tourists and 14,840 tourists arrived in the Maldives from South Africa respectively. As of January 2023, 643 tourists have arrived in the Maldives from the market. The arrival figure from the market exceeded the pre-pandemic arrival figure in 2021, indicating a strong potential for growth in the South African market. MMPRC observed a similar potential for growth during its participation in World Travel Market (WTM) Africa in April. Therefore, MMPRC is dedicated to strengthening the presence of the Maldives in the market.