Male’, Maldives, 12th November 2022 – MMPRC / Visit Maldives successfully kicked off an exciting series of roadshows in the UK titled ‘Connect with Maldives, Your Ultimate Destination’. This series of roadshows were conducted in line with MMPRC’s efforts to maintain destination momentum and further promote the destination in the UK market. The first of these roadshows was held in London on 9th November, coinciding with the last day of WTM London 2022, while the remaining second was hosted in Manchester on 10th November. The last roadshow in this series was concluded yesterday in Newcastle.
‘Connect with Maldives, Your Ultimate Destination’ Roadshow series aimed to strengthen relations with the UK travel trade. The activity familiarised the UK market with all things Maldives in order to increase bookings and arrivals from this market. A total of 12 industry partners from the Maldives tourism industry took part in the roadshow in London, and 11 industry partners in the roadshows in Manchester and Newcastle.
MMPRC, along with said industry partners, are fully utilising these events to market and advertise the Maldives and its tourism products such as resorts, hotels, guesthouses, and liveaboards. The roadshow series also promoted the country’s unique geography, the latest destination updates, and the extraordinary experiences awaiting tourists in the Sunny Side of Life.
Each roadshow began with an introduction of our industry partners followed by a destination presentation. The presentation highlighted the unique and exciting experiences awaiting tourists in the Maldives, and the latest travel guidelines applicable for the destination. The safety provided by the scattered geography of the Maldives was also highlighted during the roadshow series. Each roadshow ended with a raffle draw with a free holiday package for two lucky winners.
The major objectives of hosting this series were to maintain the UK as one of the key source markets for the Maldives and strengthen trade relationships between potential travel agents and our industry partners, in line with MMPRC’s marketing strategies for the UK. The UK is traditionally one of the top source markets for the Maldives and currently ranks at 3rd with 147,535 arrivals as of 2nd November this year. This is 10.9% of the market share from the 1,354,828 total arrivals into the country during this period.
MMPRC has been conducting several activities aimed at this market to maintain and broaden destination momentum. This includes participation in fairs and exhibitions in the UK market; outdoor advertising campaigns; and social and digital media marketing campaigns. Similar activities are planned ahead for this market in the upcoming months.