Sun Siyam Resorts strengthens China market presence with Shanghai initiatives
Sun Siyam continues to reinforce its commitment to the Chinese market with a series of impactful trade initiatives in Shanghai, bringing together key partners and elevating brand visibility in one of its most strategic source markets.
Marking a first for the sector, Sun Siyam launched its brand campaign on the iconic Shanghai Bund mega screen, becoming the first hospitality brand in its category to feature on this landmark. The activation reflects the Group’s growing presence and long-term investment in China.
Building on this momentum, Sun Siyam hosted an exclusive partner appreciation dinner attended by over 40 leading trade partners, including core wholesalers, travel agents, and media representatives. Held aboard a private Huangpu River cruise, the event was led by CEO Deepak Booneady and Group Director of Business Development Ahmed Naufal, alongside the Sun Siyam global sales and China sales, marketing and PR teams.
The evening served as a key platform for strengthening strategic partnerships, sharing market insights, and aligning on growth opportunities for the year ahead. Partner feedback reflected strong confidence in the Sun Siyam portfolio and continued demand from China’s luxury outbound travel segment.
As an industry representative, Jacky Liu, Director of Overseas Vacation Business Unit at Ctrip, highlighted Sun Siyam’s strong recognition among high-end Chinese travellers, noting the brand’s consistent service quality and tailored offerings. He also expressed Ctrip’s intention to further strengthen cooperation and explore new growth opportunities within China’s luxury outbound island travel market.
Ramon Wu, General Manager of Beijing Ontour, praised Sun Siyam’s continued investment in the Chinese market, noting that the Bund activation and partner event further reinforced confidence across the industry. He added that Ontour will continue to deepen collaboration to create differentiated, high-quality Maldives travel experiences.
Zhang Xia, Co-founder of Nanjing Whale Trip, highlighted Sun Siyam’s service philosophy centred on Chinese travellers, noting that its refined experiences and reliable high standards consistently deliver beyond guest expectations, maintaining a strong position within premium travel offerings.
Zhang Mengying, Director of Hanglv, added, “As China’s high-end outbound travel market continues to recover, demand for luxury Maldives travel is rising. With its diverse portfolio, tailored services and premium facilities, Sun Siyam is well positioned to meet the needs of affluent Chinese travellers. We look forward to further strengthening our partnership.”
“China remains a key strategic market for us, and we are proud to deepen these relationships through meaningful engagement with our partners on the ground. This milestone activation and the strength of attendance at our Shanghai event reflect both the momentum of the market and the trust we have built together,” said Group CEO at Sun Siyam, Deepak Booneady.
These initiatives form part of Sun Siyam’s broader strategy to expand its footprint in Asia, with a clear focus on trade engagement, brand visibility, and long-term partnership growth across the region.
