Latest Marketing Updates by Visit Maldives

Visit Maldives, the national tourism body mandated with the promotion of the destination, has initiated several marketing activities during July. Hotelier Maldives brings you a roundup of the latest updates by Visit Maldives.

FAM trips for Brazilian market

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Visit Maldives has commenced a series of familiarization (FAM) trips targeting the Brazilian market to promote the Maldives as a safe haven for travellers. The first two influencers arrived in the Maldives on Saturday, July 10 and the remaining influencers will arrive in the coming weeks within July 2021. This is notably the first FAM trip and the first activity by Visit Maldives specifically for the Brazilian market, this year.

A global marketing campaign with InsideFlyer

A week-long global marketing campaign was launched with InsideFlyer magazine. It will feature Maldives as a safe haven highlighting the unique geography of natural socially distanced islands and stringent measures in place. Additionally, the unique experiences of the destination will also be promoted for the luxury segment of travellers. The campaign titled, the ‘Return to Maldives’ week, targets frequent, premium travellers from the markets of Germany, Switzerland, Austria, UK, the Benelux region, the Scandinavian region and North America. It features seven properties: Fushifaru Maldives. Pullman Maldives Maamutaa, Sun Siyam Iru Veli, Joali Maldives Muravandhoo, Hard Rock Hotel Maldives, Radisson Blu and Conrad Maldives.

“Thasveeru: Maldives Through Art” International Competition

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Visit Maldives has launched an international art competition for the first time. The main aim of the competition is to promote the natural beauty of the Maldives by showcasing local and international talent through art. The competition invites local and international artists to paint and interpret the Maldives under the theme, “Celebration of Nature: Beautiful Ecosystems”, in collaboration with the Maldivian Artist Community (MAC).

Out of all the submissions, the twelve of the best artworks (six international and six local) will be selected by an independent judging panel based on creativity, concept, originality, completion and the fluency of the chosen medium. These artworks will be posted on the Visit Maldives’ official Instagram page. The final winners are selected based on 50 per cent of Instagram likes and 50 per cent of the total score given by the judging panel for the artwork.

The competition will select a total of four winners. The first winner and second winner from both the international and local category will win a cash prize of $3000 (MVR 46,350) and $2000 (MVR 30,900) respectively. The selected artworks will be used in the future promotional activities of Visit Maldives.

A campaign with Luxury Australian Travel Trade E-News (LATTE)

Maldives will be featured in the LATTE destination of the month for July 2021. As part of the campaign, a total of four articles will be published and posted on the LATTE website on every Friday this month. In addition, the articles will be sent to a subscriber base of over 2000 luxury travel agents in the Australian market. The campaign ultimately aims to strengthen destination presence and reassure travelers that Maldives will remain as one of the safest destinations to travel when the border reopens for international leisure travel in the Australia Market.

Honeymoon campaign with Palm Tour

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Visit Maldives has launched a month-long joint campaign with Palm Tour, effective from July 2021. The goal is to strengthen the brand presence and promote the honeymoon segment in the South Korean market. Along with social media and online promotion, Palm Tour will also showcase the prestigious Maldivian products and romantic experiences during a honeymoon event held on 22 to 23 August 2021. An exclusive space will be held during the event for Maldives, highlighting Maldives as one of the safest destinations due to the geographically scattered islands and the stringent measures in place. Through this two-day event, an estimated 80 bookings will be generated.

South Korea was an emerging top source market in terms of arrivals to the Maldives during pre-pandemic. In 2019, Maldives recorded 36,609 arrivals from South Korea ranking the market as the 12th top source market to Maldives.