The Maldives Marketing and Public Relations Corporation (MMPRC) promoted the Maldives as a tourist destination in the French market through two consecutive activities this September.
As such, MMPRC took the initiative to promote the Maldives through “Connect with Maldives, Your Safe Haven Maldives Roadshow” and participation in the International and French Travel Market (IFTM) Top Resa 2022.
Targeting the French market, MMPRC’s roadshow took place in Paris at Le 28 George V, attended by 13 industry partners. The company states that the purpose of this roadshow was to re-establish and consolidate France as one of the key source markets for the Maldives.
The roadshow also aimed to strengthen commercial relationships between potential travel agents and our industry partners. The target group of this event are wealthy travel agencies.
In addition, MMPRC and 27 industrial partners participated in the IFTM Top Resa 2022, which took place on September 20-22, 2022 at the Porte de Versailles.
IFTM Top Resa 2022 is a multipurpose tourism and travel fair covering all travel reasons: Business, Leisure, Group and MICE. Held in Paris, the B2B event featured excellent business opportunities, enhanced returns on investment and access to qualified and relevant travel buyers, influencers and market professionals.
Both events fall under MMPRC’s marketing strategies for the French market. Through such activities, they aim to make the Maldives the most popular destination for French travelers while maintaining and strengthening the destination’s presence in order to boost arrivals to pre-pandemic numbers.
MMPRC emphasizes that these will also help promote Maldivian products (resorts, hotels, guesthouses and liveaboards) and segments such as honeymoon, romance, family, adventure, diving and underwater.
MMPRC will also market the dispersed geography of our islands and the privacy, luxury and unique experiences that the Maldives offers visitors. MMPRC emphasizes that these events also provide a platform for industry partners to promote their properties, products and services.
As of August 24, 2022, France is the 7th top source market in the Maldives with a count of 34,120 arrivals, accounting for a 3.2 percent market share of the total arrivals of 1,056,851 the country has achieved during the period.
MMPRC has conducted several activities targeting this market, including marketing campaigns, social media campaigns, digital media advertising campaigns, and participation in trade shows and exhibitions.
As the company in charge of marketing the Maldives as an overseas travel destination, MMPRC conducted 260 different marketing activities in 22 global markets last year. This includes trade fairs, road shows, introductory trips, marketing campaigns, webinars and interviews.
MMPRC highlights that the Maldives has received the title of World’s Leading Destination (among several other awards) at the World Travel Awards 2021 as the greatest testament to the success of these activities. The World Travel Awards are recognized worldwide as a seal of industry excellence. This is the second consecutive year that the Maldives has successfully won this prestigious title, a shining testament to the trust that travelers from around the world place in the ‘Magic of Maldivian Hospitality’.
