Maldives Marketing and Public Relations Corporation (MMPRC) has launched a campaign with India’s online travel agency, Yatra and Go First airline, to increase the popularity of the Maldives as a tourist destination in the Indian tourist market.
The campaign will be held for a period of 3 months, starting from November 8. This campaign is aligned with the India market strategy and would help to further boost arrivals from the Indian market and reach pre-pandemic targets. The campaign aims at creating buzz and destination awareness for potential travelers from India to the Maldives.
Speaking about the campaign, Managing Director of MMPRC Thoyyib Mohamed stated India is an important source market for Maldives, which contributes significantly to the expansion of the tourism sector. He noted this new campaign with Yatra and Go First will help in creating more momentum for the Maldives’ brand within the Indian market, which would result in increased bookings and future arrival numbers.
Senior Vice President and Business Head - Holidays at Yatra Mayur Oberoi also spoke about the importance of marketing the Maldives to Indian travelers following the border opening. Oberoi noted the Maldives is one of the most important markets as far as Indian tourists are concerned, adding Yatra is happy to join hands with Maldives Tourism Board and conduct this joint marketing campaign to promote tourism into the Maldives.
During the campaign, Maldives will be promoted as a top of the mind destination targeting the Indian market. Ads will be placed in Yatra and Go First’s online platforms to promote Maldives as a safe and leading destination highlighting the stringent safety measures and the unique geographical formation of the islands which naturally allow tourists to social distance and unwind in peace and tranquility.
This campaign is estimated to make 5,891,750 impressions through the ads. It will possibly assist in securing 7,383 bookings through the Indian market through various forms of advertising content posted on physical and virtual spaces of Yatra as well as Go First.
Yatra, based in Gurugram, India is one of the leading corporate travel services providers. They have 800 corporate customers and is one of India’s leading online travel companies and operates the website yatra.com.
As of October 31, 2021, Maldives has welcomed a total of 1,011,122 travelers of which 228,297 travelers arrived from the Indian market, making it the top source market.