Maldives Marketing and Public Relations Corporation (MMPRC) has hosted a series of roadshows in three cities of the United Kingdom (UK) to main destination momentum and further promote the Maldives in the market.
The roadshow series is titled ‘Connect with Maldives, Your Ultimate Destination’. The first roadshow under this series was held in London, on Wednesday, coinciding with the last day of WTM London 2022. The second roadshow was held in Manchester on Thursday, whereas the last roadshow was held in Newcastle on Friday.
MMPRC states that ‘Connect with Maldives, Your Ultimate Destination’ is conducted under their efforts to strengthen relations with the UK travel trade which will familiarize them with all things Maldives in order to increase bookings and arrivals from this market.
The London roadshow saw the participation of 12 industry partners alongside MMRPC, whereas 11 industry partners joined them in Manchester and Newcastle roadshows. MMPRC said that they, alongside the industry partners, are fully utilizing the roadshow series to market and advertise the Maldives and its tourism products including resorts, hotels, guesthouses, and liveaboards.
Apart from this, MMPRC said that the roadshow series will promote the archipelago’s unique geography, the latest destination updates, and the extraordinary experiences awaiting tourists.
They detailed that each roadshow kicks off with introductions from industry partners followed by a destination presentation that underscored the unique experiences offered in the Maldives, and the latest applicable travel guidelines. An emphasis was also placed on the scattered geography of the Maldives during the roadshow series providing safety. Furthermore, each one ends with a raffle draw with a free holiday package for two lucky winners.
UK is a traditionally top source market for the Maldives – currently ranking third in the top markets to the island nation with 147,535 arrivals by November 2. This amounts to 10.0 percent of the share of the 1,354,828 total arrivals into the country during this period.
Therewith, MMPC states the main object of hosting the roadshow in UK is to maintain the momentum as a key source market and to strengthen trade relationships between potential travel agents and industry partners, in line with MMPRC’s marketing strategies for the UK.
In addition to the roadshow series – MMPRC has been conducting several other marketing activities aimed at the UK market such as participation in fairs and exhibitions in the UK market; outdoor advertising campaigns; and social and digital media marketing campaigns.
They added that similar activities have been planned for the UK market in the upcoming months.
As the official body responsible for marketing Maldives as a tourist destination – MMPRC has carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarisation trips, marketing campaigns, webinars, and interviews.