The Maldives Marketing and Public Relations Corporation (MMPRC) has concluded a familiarisation trip in collaboration with Singapore Airlines (SQ). The trip was held from May 29 to June 4. The trip provided participants from the Chinese market with an immersive experience of the world-class Maldivian hospitality, focusing on affordable luxury and sustainability in the Maldives.
The familiarisation trip commenced on May 31, following the Visit Maldives Storytellers' Conference 2023. It featured representatives from various publications and social media platforms, with a specific focus on the mass market. The trip generated extensive coverage that highlighted the unique geographical features of the Maldives and its one-island-one-resort concept, along with the exceptional experiences that have made the Maldives one of the world's most sought-after holiday destinations.
With a estimated combined reach of 1,270,000, leading publications and platforms provided coverage that reached a wide audience. During the trip, participants had the opportunity to engage with consumers on social media, share first-hand experiences of Maldivian hospitality through local life experiences, and promote the destination's sustainability efforts. The trip also showcased the range of unique experiences available in the Maldives, highlighting its position as a top destination and environmentally-friendly getaway.
MMPRC aimed to promote the Maldives as a safe and attractive destination for travellers from China through this activity. China has consistently been in the top 10 source markets for the Maldives in terms of arrivals pre-pandemic and the market is showing promising signs of recovery despite the challenges posed by the COVID-19 pandemic. In the first quarter of this year, 17,691 Chinese tourists visited and the Maldives aims to leverage its presence on various platforms to gain a competitive advantage over other destinations.
MMPRC stated that the familiarisation trip with SQ is part of a broader marketing strategy that includes ongoing PR activities, social media promotions, joint campaigns with leading travel agencies, and more. MMPRC is dedicated to enhancing destination presence in the Chinese market and capitalising on the growing interest in travel opportunities post-pandemic.