Maldives Marketing and Public Relations Corporation (MMPRC) has conducted marketing activities targeting the South Korean market.
MMPRC stated the South Korean market holds the position as an important market to the Maldivian tourism industry since South Korea was an emerging top-source market in terms of arrivals prior to the pandemic. In 2019, the Maldives recorded 36,609 arrivals from South Korea, ranking the market as the 12th top source of tourist arrivals.
MMPRC stated South Korea is currently experiencing a decline in COVID-19 cases and is in the process of easing travel restrictions, and that fully vaccinated South Koreans are exempt from the mandatory 14-day quarantine upon re-entry into South Korea.
In April, MMPRC launched a webinar and virtual roadshow for the South Korean market to educate the South Korean travel trade on the latest information regarding the Maldives, establish strong relationships with the travel trade, and promote the Maldives as one of the safest and most preferred destinations in the world. During the webinar and roadshow, the unique products and experiences of Maldivian tourism were highlighted as well as the safety provided by the natural socially-distanced geography of the Maldives and the one-island-one resort concept.
MMPRC has also launched a digital media marketing campaign for the South Korean market through the most popular digital platforms in South Korea, to position the Maldives as the leading travel destination. The most recent campaign launched targeting the South Korean market is a six-month-long outdoor campaign to increase brand visibility. MMPRC stated images and videos of the Maldives will be showcased in prominent locations in the capital of South Korea throughout this campaign.