Maldives Marketing and Public Relations Corporation (MMPRC) has kicked off a hybrid marketing campaign with Cozmo Travel to promote the Maldives in Qatar and the Middle East.
The campaign will run from January to March.
Through the campaign, MMPRC aims to promote the unique geographical features of the Maldives, the luxurious services, products and unique experiences awaiting tourists in the Maldives.
Cozmo Travel is a travel management company catering to independent and corporate travelers, selling ready-made packages and customized journeys. Their services include; ticketing; inbound and outbound hotel bookings; visa processing; and organizing activity programs at destinations.
They have over 73 branches across the Middle East and India.
Under the campaign, posts related to the Maldives are being circulated to the Qatari and the wider Middle Eastern market through Cozmo Travel’s website, google display network and YouTube.
Information on the destination is also being sent to Cozmo Travel’s database via SMS and emails, and advertisements of the Maldives will be posted on screens at retail outlets of the company in Qatar and other Middle Eastern countries.
The campaign is estimated to accumulate over 1.1 million impressions.
MMPRC said the campaign will strengthen the destination’s recognition, especially during the peak holiday seasons, amongst both B2B and B2C audiences in the selected markets.
It is conducted as part of MMPRC’s marketing strategy for Qatar and the Middle East.
In 2022, Maldives recorded 100,494 arrivals from the Middle East and 6,060 arrivals from Qatar.
MMPRC has been holding several marketing activities targeting the market to maintain destination presence and increase popularity.
Cruise ships carry over 1,200 tourists to Addu
Passengers on the two cruise ships – German-registered Athenia and Australian-registered Coral Expedition – disembarked at Feydhoo district of Addu on Wednesday morning. Both ships transited in Addu before departing from Male’.
Addu councilman Mohamed Faisal told Sun that passengers from the cruise ships visited three resorts in Addu; Equator Village, South Palm Resort, and Canareef Resort. They also visited Maradhoo and Maradhoo-Feydhoo districts.
Councilwoman Aminath Salma said the passengers visited various tourist attractions in the city on a bus tour, including the Addu Nature Park and guesthouses.
Both cruise ships departed from A addu around 06:30 pm.
According to Maldives Association of Yacht Agents (MAYA), they expect at least nine cruise ships to visit Maldives this year, carrying over 12,000 tourists.
China becomes 9th biggest tourist market of the Maldives
Since the Maldives opened its borders to the Chinese tourism market, the Asian powerhouse has become one of the 10 best foreign markets so far this year.
After the global pandemic and its subsequent consequences, after 3 years, direct flights to China began on January 18.
As per the statistics provided by the tourism ministry, 2,239 tourists have visited the Maldives from China up till today, which makes China the 9th country from which most tourists have visited.
The tourism minister Dr Abdulla Mausoom shared his thoughts regarding this on Twitter saying that it’s very heartwarming to see so many tourists visit the Maldives from China.
The latest statistics provided by the tourism ministry show that till last Saturday 115.177 tourists have visited the Maldives. The 5 countries from where most tourists have visited the Maldives this year are Russia, Italy, India, the United Kingdom, and Germany.
This spike in tourist visits from China stems from the recommencement of direct flights from China to the Maldives by Beijing Capital Airlines. The Chinese airline will have 4 scheduled flights every week till February 22.
Beijing Capital Airlines are using A330-300 model aircraft, which seats 306 passengers.
China was the number one tourist market for the Maldives pre-pandemic. When looking at the history of Chinese tourists, the Maldives became a popular tourist destination for the people of China back in 2010.
With the leniency to travel provided by Xi Jinping after being elected president in 2013, the Chinese populace looked to Maldives as their most favourable holiday getaway, and so since 2013, the number of Chinese tourists has increased year by year.
The Maldives was heavily advertised to the Chinese market by MMPRC and other tourism industry professionals at the Shanghai World Expo 2010. According to experts, this was the event that really opened up the Chinese market to the Maldives.
China recommences direct flights to Maldives
Direct flights from China to the Maldives have recommenced after almost three years.
A flight from Beijing Capital Airlines touched down in the Maldives today around noon. The airline has scheduled four flights every week to the Maldives till February 22.
More tourists will arrive in the Maldives from the Chinese market along with other airlines after this first one. These airlines include China Eastern Airlines and Hong Kong Airlines, both to commence operations this month.
Tourism Minister Dr Abdulla Mausoom has previously stated that with the recommencement of flights from China, more than an estimated 100,000 tourists will visit the Maldives from the Chinese market. The number of Chinese tourists to visit Maldives last year was 12,000.
“The picture still isn’t very clear. But as they are a very populous country, and if a resonable number of them visit, we expect around 100,000 arrivals from the Chinese market,” Dr Mausoom said.
He further said that he thinks with the cooperation of the public, that number can grow even higher and that this will bring very positive changes to the Maldivian economy.
Speaking on this momentous occasion, the Chief Executive Officer and Managing Director of MMPRC, Mr Thoyyib Mohamed, stated that today marks a bright beginning in a new chapter in welcoming outbound tourists from China. “We are extremely pleased to be welcoming flights from China to the Maldives again. China had been our key source market for some years prior to the onset of the pandemic, and we are looking forward to Chinese travellers topping our arrival charts again.”
China has been one of the top source markets for tourist arrivals to Maldives over the last six years. As per the statistics collected by the tourism ministry, China has been the tourism market leader for the Maldives since 2010 until the COVID-19 pandemic in 2020.
Tourist visits from China have dwindled since 2020, due to the lockdown in China. Maldives expects the numbers to increase this year with the reopening of the borders.
The Chinese market consistently topped the arrival charts to the Maldives prior to 2020, when the nation closed for approximately three years due to the Covid-19 pandemic. In 2019, China was the top source market with 284,029 arrivals (16.7%). This number fell greatly in 2020, to 6th place with 34,245 arrivals (6.2%), and fell even further over the next two years.
Maldives expects to reach 1.8 million tourist arrivals this year – which is higher than the record 1.7 million arrivals back in 2019.
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