Maldives Marketing and Public Relations Corporation (MMPRC) has launched two campaigns to promote the Maldives as a destination in the Middle East.
MMPRC said two campaigns have been kick-started with Dnata Travel and Emirates Woman, in conjunction with the reopening of borders and the launching of “Rediscover Maldives…the Sunny Side of Life” campaign.
MMPRC said the two-month joint campaign with Dnata Travel will see the Maldives promoted through a dedicated Maldives page on Dnata Travel’s website, EDMs, promotional videos, paid social media advertisements, promotional flyers, retail POS advertising, training programmes and PR initiatives.
MMPRC further noted the two-week advertising campaign with Emirates Woman will focus on articles highlighting traveling to Maldives for UAE residents. These articles will include attractive images as well as links which will give readers a better picture of the destination. In addition to this, their newsletter and social media platforms (Facebook and Instagram) will be utilised to bring out the full benefits of the readership.
MMPRC said the key objective of both campaigns is to increase the destination presence and tourist arrivals by reassuring tourists in the Middle East that Maldives remains a safe haven for all travelers to enjoy. In this regard, MMPRC said the messaging would highlight the safety measures that are undertaken by the Maldives along with the naturally distant islands that are geographically isolated which adhere to the idea of safe travel.
Middle East is one of the leading markets in terms of tourist arrivals to the Maldives. The tourist arrivals from the Middle East to the Maldives were recorded as 60,003 in 2019, with a 15.1% increase compared to 2018. Prior to the lockdown, there were 13,436 visitors from the Middle East whereas there has been an arrival of 2,799 visitors after the reopening, making it the number one arrival source since then.