Visit Maldives has commenced a major globalmediacampaign which will utilize both local and international media channels in mainstream and travel trade print to promote the destination in 10 key markets simultaneously. This is one of the most prominent campaigns to be taking place this year, under the slogan “Rediscover Maldives...the sunny side of life.”
The ultimate aim of this one month campaign, which will take place during November and December، is to promote Maldives as one of the most preferred tourist destinations to a greater audience across various global platforms, whilst making top headlines across these markets. These markets are India, UK, Russia, Middle East, France, German speaking markets, Turkey, Singapore, South Africa, Italy, Hong Kong & APAC.
Key points highlighting the safety and unique selling points of the destination will be featured across several mediums including ads and advertorials placed on leading global publications. Alongside digital media publications, the decision to utilize print media was made as it remains a vital source in reaching travel trade across various markets. All tourism products in Maldives will also be emphasized to convey tourists an idea of the unique experiences available. This illustrates the importance of both the luxury and local tourism segments in the country.
An online brochure will be circulated which includes essential information for tourists before their travels to Maldives. The brochure comprises several other vital components such as an introduction on “Maldives Border Miles” loyalty program, the COVID-19 travel insurance “Allied Inbound” and data on flight connectivity from various parts of the world. Furthermore, it will touch upon the international safety recognition Maldives has received; the “Safe Travels Stamp” granted by the World Travel and Tourism Council (WTTC) and the “Airport Health Accreditation” by the Airport Council International (ACI).
After almost four months of border closure, on 15th July 2020, Maldives reopened its borders to international tourists. Safety remains the utmost priority and an impressive 94% resorts have resumed operations already, along with several liveaboards and guesthouses, all in compliance with the comprehensive COVID-19 tourism guidelines.
While there was a complete re-strategization of marketing activities and a shift to online platforms during the crisis, Visit Maldives continued its marketing efforts to keep Maldives top of the mind and continues to adapt the crisis recovery plan to the evolving situation. The main marketing message communicated is that Maldives is a safe haven for visitors and Maldives is one of the safest places to visit during this time, due to the health and safety measures that are in place and the safety offered by the unique geography of the destination.
Some of the crisis recovery activities carried out include participation at fairs (digitally as well as physical representation at TTG Rimini) along with industry partners, digital and social media campaigns such as Visit Maldives Later campaign, The Sun Will Shine Again Facebook Live event, Rediscover Maldives during the initial phase of the pandemic and other localized campaigns on We- Chat, Weibo and online roadshow series in China, VK Campaign in Russia; joint campaigns with travel agents and tour operators, global campaigns on CNN, Trip Advisor, Skyscanner, etc. We are also working with global brands such as Singapore Airlines, CNN, Vogue Arabia, etc.
Furthermore, 2021 will be a year where Visit Maldives will lead the national efforts in uniting all tourism stakeholders to try and achieve pre COVID-19 arrival numbers.
According to the most recent statistics, over 50,000 tourists have arrived since the reopening of borders. With the gradual increase in tourist arrivals, it is anticipated that this rate will peak in the foreseeable future.
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