Visit Maldives launches destination promotion campaign in Japan

Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) is launching a campaign with TVer to promote Maldives as a destination through one of the most well-known TV platforms in Japan. The campaign will run until 29th August 2024.

TVer is a Japanese ad-supported video on demand (AVOD) network that was launched in October 2015 by the five main commercial broadcasters in Tokyo. Emerging as a next-generation television technology, connected TV is drawing a lot of attention. Maldives as an ultimate travel destination will be showcased with elements for luxury, couples, underwater and families during this campaign as a video advertisement before and in the middle of programs.

Visit Maldives has carried out activities targeted to the Japanese market this year, including ongoing social media campaigns for the Visit Maldives Japan accounts, a media FAM Trip focused on Wellness & luxury, and webinars collaborating with Malaysian Airlines which explores new routes connecting Japan to the Maldives as well as an informative webinar on the destination overall which was organised for the agents of the Japan Outbound Tourism Council (JOTC).

The Japanese market is currently ranked at number 15 with 13,517 arrivals as of May 2024 with a 1.5% market share. Visit Maldives is constantly carrying out a number of marketing initiatives planned to further advertise and elevate the Maldives especially in the Japanese market. Some of the key upcoming activities focused on the Japanese market include a Joint promotion with top tour operators and digital campaigns. Additionally, Tourism Expo Japan 2024 is set to commence this September, organised by Japan Travel and Tourism Association, Japan Association of Travel Agents (JATA) and the Japan National Tourism Organisation (JNTO).