Maldives Marketing and Public Relations Corporation (MMPRC) has kicked off a campaign with News UK to strengthen brand awareness for the Maldives as a holiday destination. The campaign is conducted for one month, starting January and ending February.
News UK is a mass media company which distributes news of all beats via newspapers, websites and radio broadcasting. They are the current publishers of The Times, The Sunday Times and The Sun newspapers. Under this campaign, articles with the latest information on the Maldives and the most up-to-date travel guidelines will be published on different news distribution platforms of News UK, which would reach the travel trade and potential travellers from the UK.
The purpose of the campaign is to promote the destination as a safe haven, prepared to welcome tourists from the UK and all over the world. It will focus on promoting the resorts, hotels, guesthouses and liveaboards and the unique experiences available in the Maldives as well as the geography of the scattered islands of the nation which provide the ultimate natural social distance for tourists.
In 2021, a total of 1.3 million tourists arrived in the Maldives. The top five markets during this period were India, Russia, Germany, the UK and the US. During this period, a total of 62,188 arrived from the UK to the Maldives- roughly 4.7% of the total arrivals.
MMPRC has conducted several marketing activities in the UK market during last year. This includes webinars, joint marketing campaigns, media interviews, familiarization trips, roadshows, participation in major travel trade fairs and exhibitions.