The Maldives Marketing and Public Relations Corporation (MMPRC) promoted the Maldives as a destination in the French market through two consecutive activities in September.
As such, MMPRC has taken the initiative to promote the Maldives through “Connect with Maldives, Your Safe Haven Maldives Roadshow” and its participation in the International and French Travel Market (IFTM) Top Resa 2022.
The MMPRC roadshow targeting the French market was held in Paris, at 28 George V, in the presence of 13 industrial partners. The Company states that the objective of this tour was to re-establish and consolidate France as one of the main source markets for the Maldives.
The roadshow also aimed to strengthen business relationships between potential travel agents and our industry partners. The target audience for this event includes affluent travel agents.
In addition, MMPRC and 27 industrial partners participated in IFTM Top Resa 2022, which was held from September 20 to 22, 2022 at Porte de Versailles.
IFTM Top Resa 2022 is a versatile tourism and travel trade show, covering all travel purposes: business, leisure, group and MICE. The B2B event was held in Paris, offering excellent business opportunities, better returns on investment and access to qualified and relevant travel buyers, influencers and market professionals.
These two events are part of MMPRC’s marketing strategies for the French market. Through these activities, they aim to make the Maldives the preferred destination for French travelers while maintaining and strengthening the destination’s presence in order to increase arrivals to pre-pandemic figures.
MMPRC points out that these will also help promote Maldivian products (resorts, hotels, guesthouses and cruise ships) and segments such as honeymoon, romantic, family, adventure, diving and submarine.
MMPRC will also market the dispersed geography of our islands, as well as the privacy, luxury and unique experiences the Maldives offers visitors. MMPRC emphasizes that these events also provide industry partners with a platform to promote their properties, products and services.
As of August 24, 2022, France is the 7th largest source market for the Maldives with an arrival figure of 34,120, representing a market share of 3.2% of the total arrivals of 1,056,851 that the country achieved during this period.
MMPRC has organized several activities targeting this market, including marketing campaigns, social media campaigns, digital media advertising campaigns and participation in fairs and exhibitions.
As the company responsible for marketing the Maldives as an overseas destination, MMPRC conducted 260 different marketing activities in 22 global markets last year. These include trade shows, roadshows, familiarization trips, marketing campaigns, webinars and interviews.
The MMPRC points out that the Maldives was awarded the title of “World’s Best Destination” (among several other accolades) at the 2021 World Travel Awards, as the greatest testament to the success of these activities. The World Travel Awards are globally recognized as the industry’s hallmark of excellence. This is the second consecutive year that the Maldives have successfully won this prestigious title, a shining testimony to the trust placed in the “magic of Maldivian hospitality” by travelers from all over the world.