Maldives Marketing and Public Relations Corporation (MMPRC) has launched a B2C campaign with Tour Operator VeryChic to promote the destination in France. It aims to market the destination as a safe haven for travelers and increase tourist arrivals from France, in order to inspire, build visibility and interest for the Maldives among the travelers.
The campaign includes a newsletter designed especially for the Maldives, highlighting it as one of the most preferred and safest destinations to travel to during this period, due to the naturally distanced islands and unique geographical formation of Maldives. Moreover, the newsletter will promote exciting activities that visitors can experience in the Maldives, which is set to further create awareness among the French travelers, showcasing the Maldives as an ideal choice. According to MMPRC, the newsletter will be sent to 500,000 addresses on VeryChic’s database.
VeryChic is a leader in e-travel in the France Market with a strong brand and exceptional growth. VeryChic also has a strong presence on social media platforms through multiple electronic devices including 1.5 million unique visitors per month to their website.
MMPRC has conducted several marketing campaigns to regain the destination’s presence and boost arrivals from the french market to the Maldives. It included a Familiarization trip in February promoting the Maldives in several online and print articles.
Furthermore, 4 sessions were conducted in the Rediscover Maldives Webinar Series, targeting the french market towards providing updated information about the destination to travel trade and media across different regions. MMPRC stated that several marketing activities have been planned ahead for this year for the France market including digital marketing activities with high-end tour operators.
France ranked the 7th position of the highest performing markets to the Maldives, in terms of tourist arrival in 2019. Prior to the border closing, the market recorded 21,784 tourist arrival and since the reopening of the international borders in July, it recorded a total of 820 tourists arrived till September. MMPRC believes that France would be a key focus market in the recovery of tourism in the Maldives and its targets are to achieve pre-pandemic growth levels.