Maldives aims to reclaim India among top tourism markets

In an effort to reclaim India as one of its top three tourism source markets, the Maldives has launched a concerted campaign to attract Indian travellers back to its idyllic islands. This move comes after a diplomatic row last year led to a noticeable dip in Indian tourist arrivals, pushing India to the sixth spot among Maldives’ tourism markets.

Maldives Tourism Minister Ibrahim Faisal is currently on a six-day visit to India, spearheading a series of roadshows in Delhi, Mumbai, and Bengaluru under the “Welcome India” initiative. The campaign, orchestrated by the Maldives Marketing & Public Relations Corporation (MMPRC), aims to restore India’s position as a key contributor to Maldivian tourism.

In an interview, MMPRC CEO & Managing Director Ibrahim Shiuree shared insights with The Indian Express on the Maldives’ strategic efforts to woo Indian tourists, the current footfall from India, and the mutual tourism relationship between the two nations.

“India has been a significant contributor to Maldives’ tourism industry for many years, especially during the pandemic. Currently, it ranks sixth in our top 10 markets this year,” Shiuree noted. “The top market for the Maldives currently is China. As of July 30, 2024, a total of 71,381 Indian travellers have visited Maldives — 6.1% of the overall tourist market share. We have high hopes that with activities such as this roadshow, we will be able to improve this figure even further and reinstate India among the top three markets.”

To boost tourism numbers back to last year’s figures, when over 200,000 Indians visited Maldives, Shiuree emphasised a data-driven approach. “We are employing a data-driven approach that covers everything: from promoting the destination to accommodations, services, and USPs in order to boost numbers from India. We are positioning Maldives as a year-round destination through strategic campaigns. Maldives can be an attractive and affordable short-haul destination for Indian travellers, and we aim to solidify its position as the most-preferred holiday destination for Indian tourists through these initiatives.”

Connectivity is a key factor in these efforts. “Currently, there are five airlines flying directly between India and Maldives, operating multiple flights weekly,” Shiuree said. “To further drive tourism growth in the market, we are actively exploring opportunities to increase flight connectivity by introducing additional direct flights from more Indian cities to various regions of the Maldives.”

The tourism relationship between Maldives and India is not one-sided. Shiuree pointed out that many Maldivians also visit India for various reasons. “While Maldives is a premier tourist destination for Indians, Maldives is also a significant outbound market for the Indian tourism industry. Many Maldivians visit Indian cities like Bangalore, Cochin, and Trivandrum, primarily for medical tourism. India is a popular and trusted choice for Maldivians seeking advanced medical treatments. Additionally, a considerable number of Maldivians also visit India for leisure and shopping. Ooty, for instance, which has a geography very different to Maldives, is a loved location for Maldivians to stop by on their way back home from cities more popular for shopping such as Bangalore or Mumbai.”