The Maldives Marketing and Public Relations Corporation (MMPRC) has promoted the Maldives at the European Dive Show (EUDI) 2023 in Italy, along with seven industry partners. The event was held in BolognaFiere from October 13-15.
EUDI is an important B2C event in the diving industry, creating business opportunities for divers, liveaboard and adventure enthusiasts, and sustainability-conscious travellers. The fair provides opportunities for industry professionals to present their products and services to a wide audience and showcase their latest travel plans to consumers. It also offers collaboration opportunities and chances to strengthen relationships with new partners.
Throughout the event, MMPRC aimed to increase penetration for various products that are dive-focused including liveaboards, resorts, and guesthouses. The stand activities at the fair included in-person meetings with specialised diver operators and agents, distribution of promotional materials, and collection of market intelligence in relation to dive and water sports through meetings and consumer surveys. There were also social media promotions and social media amplification activities at the stand. MMPRC also had colouring book activities designed for children. In addition, a flash card activity was carried out at the stand to give out more information about marine animals including their Dhivehi names. The overall stand design portrayed the Maldives as an immersive diving destination, highlighting the underwater beauty of the Maldives.
The Maldives tourism sector has deep-rooted ties with the Italian market, dating back to its inception when the first tourist arrivals were Italians, establishing connections between the Maldives and the Italian market. Italy is currently ranked in the top 10. The Maldives has welcomed over 84,093 tourists from the market as of October this year, which is a 36% increase compared to the same period last year.
MMPRC said it is consistently strengthening the presence of Maldives in the Italian market through a 360-degree marketing approach. As such, MMPRC conducted an Italian media familiarisation trip and participated in TTG Rimini 2023. Another key event held earlier this year was the Visit Maldives Storytellers’ Conference in which Italian participants who took part generated a prominent presence and coverage. Seasonal flights from ITA Airways will resume operations from December onwards, a positive sign that may increase the number of Italian tourist arrivals.