Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) and industry partners have participated in BIT Milan held in Italy, the traditional top source market of the Maldives. The event is being held from 10 -12 April at Fieramilanocity, Milan.
Organized by Fiera Milano since 1980, BIT Milan brings together potential investors, corporate travel decision makers, tour operators and travel agents with VIP clients from the hospitality, leisure & travel Industry. It provides the perfect backdrop for industry partners from across the globe to form alliances and partnerships, while enabling them to promote their brand and present new products to a select audience of travelers looking for fresh inspiration and opportunities for their next trip or holiday. This year’s BIT Milan event is expected to get a huge turnout seeing as covid related measures and restrictions are being eased with wider establishment of new normal guidelines and procedures across the world.
MMPRC was joined at this event by 9 co-exhibitors. Participation in this event is aligned with their marketing strategies for the Italian market which focuses on promoting the natural geography of the scattered Maldivian islands which offer the ultimate safety and privacy for tourists. It also aims to market resorts, hotels, guesthouses and liveaboards and the unique experiences available in the Maldives for tourists. Such events also provide MMPRC the opportunity to relay the latest travel guidelines, safety measures in place at all facilities to the travel trade and travelers interested in choosing Maldives as a preferred destination for their business and leisure travels.
Maldives welcomed over 1.3 million tourists to the country in 2021, despite the challenges faced due to the pandemic. Total arrival figure from Italy during last year stood at 27,309, which is a 41.5% decrease comparatively, which is due to the Italian borders being closed due to the pandemic. However, it is to be noted that Italians were only able to travel for leisure with the establishment of travel corridors in late September 2021. By March 2, 2022, Maldives had welcomed over 289,964, with Italy ranking as the 5th top source market during this period, with a total of 19,696 arrivals, which is 6.8% of the total market share.
MMPRC has been holding several activities for the Italian market in order to maintain the destination's momentum and increase arrival figures to reach pre-pandemic numbers. This includes joint campaigns with Welcome Travel, Easy Market, Bluvacanze, Alpitour, Mediamond and Lonely Planet Italy. MMPRC also took part in BIT Digital Edition 2021 and TTG Travel Experience 2021. Ongoing campaigns targeting this market include one with Sporting Vacanze and the Maldives E-learning Program by Turismo & Attualità, with more marketing activities in the pipeline for this market in 2022.
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