Male’, Maldives, 12th November 2022 – MMPRC has successfully secured the title of World’s Leading Tourist Board 2022 at the 29th World Travel Awards. MMPRC competed against 28 other tourist boards for this prestigious title and achieved this prestigious title for the first time in Maldives’ history. It is a shining affirmation of the hard work and dedication of MMPRC over the past year in continuing to market and maintain the Maldives in the top tier of the global tourism industry. The Maldives also secured the preeminent award for a tourism destination at the WTA, securing the title of World’s Leading Destination for the third year in a row.
The CEO & MD of MMPRC, Mr Thoyyib Mohamed, accepted the award on behalf of MMPRC at the ceremony held at Al Bustan Palace, a Ritz-Carlton Hotel, Oman, late Friday evening. He said, “This year is our Golden Jubilee of Tourism in the Maldives, and I couldn’t have asked for a better achievement to mark 50 years of welcoming visitors to our shores. This is also the first year that MMPRC, also known as Visit Maldives, secured the title of the World’s Leading Tourist Board. It feels like an affirmation of the hard work of our team over these past few years, pushing through the toughest global crises of recent times. Thank you to everyone for voting for the Maldives, and I hope to welcome you soon to the Sunny Side of Life.”
This year has been one of the most interesting years for global tourism. Most countries have now re-opened their borders for international travel following the Covid-19 pandemic, and have accordingly initiated extensive campaigns to revive tourism in their respective countries. It is noteworthy that MMPRC pushed forward with facing challenges posed by global events such as the pandmic and the Russia-Ukraine war affecting some of the Maldives’ top and emerging market by choosing to divert attention to other potential top sources, such as the Middle Eastern, Nordic, and Indian markets.
MMPRC has already conducted a total of 149 activities in 22 global markets over the first three quarters of 2022, targeting the travel trade and consumers alike, with a reach of over 8.6 billion. One of its key focuses was to maintain brand visibility in the global markets, in addition to promoting the Maldives as a premier luxury destination with various affordable options and diverse experiences. Furthermore, this year, MMPRC emphasises tourism’s Golden Jubilee anniversary to build confidence in the destination and steer visitors towards the celebratory mood in the Maldives tourism industry this year, to great success.
MMPRC’s marketing campaigns keep up with the emerging trends and promotes experiential tourism, as seen with the introduction of Homestay tourism in the Maldives. Moreover, it also launched a series of books titled ‘Tales of Maldives’ to share some of the unique stories and folklore native to the Maldives, as part of its effort to branch out and expand its segments, such as cultural and experiential tourism. MMPRC’s marketing initiatives focus on the natural beauty of the Maldives along with events to network with industry partners and receiving their feedback on the best ways to promote the Maldives further as a destination.
MMPRC is comprised of 69 staff, the majority of whom are female, with women holding several key positions within the upper management. With a team smaller in size compared to those of the other tourist boards that competed with it this year, the fact that MMPRC has won this prestigious title serves as a testament of its hard work and impact. It has proved its place as a benchmark for decisive, dynamic, and efficient destination marketing.
This year is the first time the Maldives has won the title of World’s Leading Tourist Board. MMPRC pledges to continue to diversify, adapt to shifting travel trends, and lead the way to even more success and accolades for the Sunny Side of Life.
