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Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has atten MATTA Fair 2022 to enhance and promote the Maldives brand in Southeast Asia (SEA), which take place on April 9-10, 2022.
In this exciting period of innovative travel innovations and technological advent, MATTA is Malaysia’s premier travel extravaganza, delivering global visibility and unlimited business opportunities.
Along with Visit Maldives, seven industry partners attended the fair. The fair provides the perfect opportunity for Visit Maldives and stakeholders to connect with the Southeast Asian travel trade, top media, and key industry stakeholders.
MMPRC is attending this event as part of its campaign to reposition the Maldives as more than just a honeymoon luxury destination by highlighting resorts, guesthouses, liveaboards, and hotels, as well as the unique experiences travelers may have in the Maldives. Families and Muslim visitors are included in the advertising initiatives, which are in line with its general SEA market strategy. According to MMPRC, the ultimate goal during the show is to resurrect the Southeast Asian market and return to pre-pandemic arrival levels as soon as the market is completely accessible to foreign travel. It also falls under a new short-term plan developed in response to the changing geopolitical situation in the world as a result of the Russia-Ukraine conflict. With Russia and the Commonwealth of Independent States (CIS) topping the arrivals charts in recent years, the strategy aims to mitigate the potential negative impact on arrival numbers from this region by re-strategizing marketing activities in selected markets to reduce the potential negative impact on the Maldives tourism industry and economy.
Last year, the Maldives welcomed 9,539 tourists to the country from the South East Asian market. This year, until February, the country has recorded over 755 arrivals from the South East Asian market. MMPRC has successfully initiated several marketing campaigns for this market so far in 2022, including a marketing campaign with TripZilla, a campaign with Apple vacations, and an E-Learning program for the travel trade.
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 the 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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