Maldives Commences Marketing Activities Focused Towards Indian Tourists

Tourism Industry is the backbone of the Maldivian economy. In order to control the rapid spread of the coronavirus in the country, the government of Maldives took the decision to close the country’s borders for international arrivals. However, as the Maldivian economy heavily relies on the income generated by the tourist industry, with little income and an increased expenditure for the health sector, the economy of the country was significantly exhausted.

Maldives and India are geographically close in proximity and have always maintained a strong bilateral relationship. Operations of flights between the countries commenced right after the reopening of Maldivian borders; whereas, flight frequencies between the countries have gradually increased ever since up to date. In the light of this, the government of Maldives has announced their plans to begin marketing activities targeted specifically to Indian tourists.

Maldives Marketing and Public Relations Corporation (MMPRC) has introduced two remarkable campaigns in order to increase tourist arrivals from India and to re-establish the presence of Maldives as a holiday destination in the Indian tourism market.

(Photo Credit: Wedding Sutra)

The first campaign will move forward in collaboration with Wedding Sutra; India’s largest wedding network and will be limited to a period of six months. Wedding Sutra has a strong social media presence with over 2.5 million total followers on social media platforms. The objective of this campaign will be to promote Maldives as a honeymoon destination for newly married couples showcasing the aspects of Maldives, appealing as so via social media platforms and the website of Wedding Sutra.

The second campaign is a nationwide radio campaign in India which will run from 5th to 16th October. Multi-leading radio channels in the cities of Delhi, Mumbai, Bangalore, Kolkata, Chennai, Ahmedabad, Thiruvananthapuram and Cochin will be aimed at capturing the Indian audience and promoting Maldives in respective of the slogan, ‘sunny side of life’.

Further to this, Maldives also took part in South Asia’s Leading Travel and Tourism Event held virtually for the first time; a platform linking exhibitors and investors working in the tourism industry, as a part of this the campaign.