‘Redefining MICE’ campaign seeks to promote Maldives as meeting and events destination

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The government’s marketing and public relations company has launched a global campaign to promote the Maldives as a destination for MICE (Meetings, Incentives, Conferences and Exhibitions) tourism.

The ambitious ‘Redefining MICE’ campaign seeks to reimagine the travel segment by combining business and pleasure, Thoyyib Mohamed, CEO of the Maldives Marketing and Public Relations Corporation (MMPRC), told Forbes Middle East.

“Let’s forgo indoor boardrooms and large conference halls. Think cocktails in hand, breath-taking sunsets, and an entire island to host your next business event,” he was quoted as saying.

The Maldives intends to cater to pandemic-fatigued businesspeople weary of lockdowns and Zoom meetings, Thoyyib explained.

“There are many things that Maldives offers MICE visitors that are incomparable to any other destination providing similar services,” he suggested. “Think barefoot, think boardrooms on the beach. We are famous for our unique ‘one-island-one-resort’ concept, ensuring unparalleled safety measures and privacy. These islands have been developed for the sole purpose of tourism. A team of dedicated personnel, from butlers to hosts, will be on hand to ensure meetings and conferences are coordinated down to the most minute details.”

Guests who arrive for conferences will also have the opportunity to enjoy the sun, sand and sea whilst “activities such as diving and night fishing can be incorporated into team building activities, or enjoyed with family during downtime.”

Conference hall at Sun Island resort