Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) 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. This is the first time in Maldives’ history to have achieved the prestigious title of World’s Leading Tourism Board, 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 Chief Executive Officer and Managing Director (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. Speaking at the ceremony, Thoyyib stated that it is truly an honour to win the prestigious title of World's Leading Destination for the third year in a row.
“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 award is thanks to the guidance of our government, the support of our partners, and the hard work of the tourism industry as a whole. And of course, our visitors- we are blessed that people from around the world love the Maldives so much. 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, pushingthrough 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. MMPRC continued its efforts with no hesitation, even through the difficulties posed due to the Russia-Ukraine war putting a damper on some of the top and emerging markets. MMPRC adapted swiftly, shifting 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 the key focuses of their strategies 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, messaging was clearly communicated to build confidence in the destination. MMPRC augmented this with Tourism Golden Jubilee messaging, to veer visitors towards the celebratory mood in the Maldives tourism industry this year, to great success. The success of its marketing efforts is reflected in the arrival figures, as the year close in on achieving 2022’s target of welcoming 1.6 million visitors.
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