MATATO applauds the work done by MMPRC on destination marketing in first half of this year


Maldives
PUBLISHED September 02, 2019

Maldives Association of Travel Agents and Tour Operators, MATATO, applauds the work done by Maldives Marketing and Public Relations Corporation, MMPRC, on Destination marketing in the first two quarters of 2019. As one of the leading tourism NGOs that, over the years has been lobbying for better destination marketing efforts by the Government, MATATO recognizes and acknowledges, the revamped destination marketing activities that has increased in number and expanded in reach to the global markets, bringing positive impact to tourism growth and on arrival numbers. Hence, MATATO commends and credits the management of MMPRC under the leadership of Managing Director Thoyyib Mohamed, on the positive results in the past six months that has seen record breaking numbers in terms of tourist arrivals compared to that of the last five years. 

The tourism industry has witnessed a growth of 19% in tourist arrivals during the first six months of the year and MATATO congratulates MMPRC team, Ministry of Tourism, and the Government for the positive outlook in creating this growth. The destination Maldives has already welcomed 1.1 million tourists so far this year and the association notes the destination is on target to reach the 1.5 million target for the year.

According to statistics published by the Ministry of Tourism, major European markets are making a huge comeback. Travelers arriving from Italy increased by 37.7% and an increase of 19.7% was recorded in tourist arrivals from Germany, and 12.6% increase from the United Kingdom. The association notes the increased trade fairs participated by MMPRC and the Road Shows conducted by them as well. And the successful PR strategies with media fam trips conducted targeting various source markets.

MATATO was compelled to step in to play the role of a de facto destination marketing body from 2016 to 2018 as destination marketing efforts and budget were limited and suppressed under the previous government. In 2017 and 2018, MATATO was in 29 countries - from major emerging markets like India, Thailand, UAE, Oman, Kuwait, Qatar, Vietnam, Hongkong, Malaysia, Singapore, Indonesia, United Kingdom, China and Russia. In 2017, MATATO launched a marketing campaign for Indian market, with a target of making India the largest source market for the destination.This year also MATATO has hosted destination
stands Vietnam, Philippines, Saudi Arabia, and India. With upcoming Road Show in 4 countries South East Asia and destination marketing efforts in Kazakhstan at the PATA Travel Mart.

How ever since the revival of MMPRC as the leading destination marketing authority, MATATO has taken a back seat on the destination marketing efforts, as the association strongly believes destination marketing should be done by a government body like other successful tourism destinations. Maldives - having one of the largest GDP dependency on Tourism means the country needs to spend even more on marketing as marketing in one of the few expenses that has a direct Return in Investment (ROI) for the country in this case. With increased tourist arrivals means increased revenue directly through T-GST, green taxes, airport taxes and indirectly more economic activity, more imports for tourist consumption, business profit taxes

due increased business activity and much more.

The association lobbies for even bigger destination marketing budget for 2020 with increased supply in the market means to bridge a strong increase in demand for the destination as well.

MATATO is presently working on increasing more training and workshops for its members and the industry. The association also is working to make technology platforms for booking systems more affordable for its members. And last year at the AGM in December, the association was co-branded as the PATA Maldives Chapter. Meanwhile we continue to have a strong partnership with the Ministry of Tourism and MMPRC working together, sharing resources and opportunities that supports and contributes to growth of the market and business involved. With a stronger and growing market synergy we foresee positive growth for the Travel Industry.

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