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Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has launched a one-month destination marketing campaign with Kuoni UK, which began on February 28, 2022.
Kuoni UK is a tour operator established in 1966, providing premium tourism offers from around the world to UK tourists. Kuoni UK has a network of 48 retail stores and is run under Kuoni Travel, which is a tourism company operating various services including charter and scheduled passenger airlines; package holidays; cruise lines; and hotels in destinations around the world across nine different geographic regions.
The collaborated campaign between MMPRC and Kuoni UK aims to promote the Maldives as the ideal travel destination that caters to the needs and wants of travelers in the era of the new normal. It will focus on marketing the destination as a safe haven and promote the experiences unique to the Maldives while providing information on the stringent measures in place for Maldivian tourism products, namely resorts, hotels, guesthouses and liveaboards. It will also highlight the geographically scattered nature of the island nation, which provides natural social distancing for travelers.
Dedicated emails with destination information will be delivered to the Kuoni database during this campaign, and adverts, homepage banners, and inspirational articles based on the location will be featured on Kuoni’s social media platforms and website. In addition, classified ads highlighting the Maldives will be published in the Sunday Telegraph, and in-store video content featuring the Maldives will be presented in 26 stores in the UK. The campaign is intended to significantly increase Maldives bookings and arrivals from the United Kingdom.
Maldives has welcomed 251,339 tourists as of February 23, 2022. During this period, the UK ranked as the 2nd top source market to the country with an arrival figure of 28,569 tourists, which is a 11.4 percent market share. MMPRC held various activities targeting this market in 2021, some of which includes participation in major fairs such as The National Wedding Show, WTM London 2021 and hosting a MICE Roadshow in the UK, amongst others. Various similar activities are planned for 2022 in order to maintain destination momentum and increase arrivals from the market.
MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarization trips, marketing campaigns, webinars, and interviews. The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ for second consecutive year.
As part of the Golden Jubilee celebration of tourism in the Maldives, MMPRC has planned over 60 in-person events for the year 2022, including 11 fairs, roadshows and events scheduled for just the first quarter.
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