Maldives Marketing and Public Relations Corporation (MMPRC) has commenced an e-Learning programme with Italy's Turismo & Attualità targeting the travel trade of the Italian market. The programme will take place for a duration of one year, from its launch date of July 2.
Turismo & Attualità's platform is the most widely used e-learning platform in the market and connects to a database of over 30,000 travel agents. The platform will be used to educate the Italian travel trade on different aspects of tourism in the Maldives such as romantic getaways, underwater adventures, sustainable tourism, and family holidays. The programme will be covered over 10 sessions which will be live on the platform. Information of latest updates on travel guidelines, Covid-19 situation, and accommodation options will also be provided. Italian travel trade professionals can log in to the platform, and attend each session which consists of written content, quizzes, images, and videos relevant to the particular topic covered.
Additionally, the destination will be promoted on the social media pages, monthly newsletters, and web pages of Turismo & Attualità for the duration of this programme. MMPRC will be providing complimentary gift packs to the first 10 participants who complete all 10 sessions and a certificate of completion will be issued by Turismo & Attualità for all travel agents who complete the programme.
The campaign is in line with the strategy to strengthen destination brand online and the use of specialised platforms to promote the hospitality products: resorts, guesthouses, hotels and liveaboards. Prior to the pandemic, Italy was one of the top three markets to the Maldives, with an arrival figure of 136,343 in 2019. However, the figures declined in 2020 due to travel restrictions enforced by the Italian government to contain the spread of COVID-19.
It is expected that once these measures are eased and travel resumes, the market will once again be a key contributor to arrival figures.