MMPRC ‘Visits’ Back to the Highlights of the Year 2020

Today, the government mandated body marketing Maldives as a tourist destination worldwide, Maldives Marketing & Public Relations Corporation (MMPRC), held a press conference with local media agencies in order to highlight the activities which were carried out this year along with achievements accomplished by the Maldives in addition to revelation of plans for the upcoming year.

Initially, for 2020, MMPRC has developed a marketing strategy with bigger brand visibility campaigns and creative initiatives to promote experimental tourism and niche segments. However, with so many constrains arising due to the COVID-19 pandemic with no alternatives, the campaigns and initiatives were shifted to social and digital platforms. After being completely shifted to an online dynamic and with progression, continuous assessments were conducted around the evolving challenges in three phases; React, Rethink & Recover.

Accordingly, all three phases mainly focused on maintaining the destination presence visible on online media whilst providing the travel industry and regular updates on travel restrictions and safety measures taken in the Maldives. Moreover, the destination was promoted as a safe haven for tourists via several activities on focused markets. These focused markers were closely monitored to adapt the strategies accordingly for targeted activities. From all 412 activities carried out by MMPRC, 314 were carried out under the crisis plan.

Intriguing content to dream about the Maldives and keep the destination presence visible was disseminated through these platforms as well. As the pandemic worsened, the marketing approach was also transformed in line with the key messaging of UNWTO; staying home today means traveling tomorrow.

The second phase involved informing all relevant stakeholders on the steps taken by the Maldives for recovery such as the health and hygiene measures planned, as well as the social distancing regulations. In the final phase of recovery, an utmost importance was given to retain the brand awareness as the most preferred tourist destination in the world. Furthermore, measures taken for travelling to the Maldives in the new normal were communicated as much as possible through PR representatives in the key source markets and industry stakeholders and also via several marketing campaigns.

(Managing Director of MMPRC, Mr. Thoyyib Mohamed)

Speaking at the press conference, the Managing Director of MMPRC, Mr. Thoyyib Mohamed, pointed out that their “efforts seem to bear fruit” as Maldives have received 16 awards and accolades this year, including the World’s Leading Destination Award by World Travel Awards 2020, in addition to reaching the 500k tourist arrival milestone for the year.

MMPRC also stated that they will continue marketing the destination with an increased vigor and effort in the upcoming year. Already, 343 major activities have been planned which includes both offline and online campaigns with the following objectives in mind;

· Increasing tourist arrival numbers to pre-pandemic levels
· Reorienting the perception of Maldives solely as a luxury and honeymoon destination
· Utilizing international recognition received during this vital moment.

It was notes that an importance will be given to develop and promote local tourism, culture and heritage of the Maldives in 2021.