The Maldives picked up two prestigious awards at the Global MICE Congress & Awards 2022 held on 22 March at the Taj Lands End in Mumbai, India.
The Maldives was crowned ‘Most Preferred Tourist Destination 2021’ as the Maldives Marketing and Public Relations Corporation earned ‘Best Marketing Initiative of the Year’ for its ‘Redefining MICE’ campaign.
Launched on the sidelines of the MILT Congress 2021, MMPRC’s ‘Redefining MICE’ campaign aims to diversify Maldives tourism to include meetings, incentives, conferences, and exhibitions (MICE) activities.
“Given the natural advantages of the Maldives when it comes to safety, seclusion and privacy, the destination is able to cater to any and all kinds of MICE travelers while seamlessly integrating business concepts into leisure activities, resulting in a unique blend of MICE experiences that have proven exceptionally popular to global audiences,” the MMPRC explained.
To accelerate the success of the nascent MICE industry in the Maldives, MMPRC has participated in several large tourism fairs such as OTM 2022 in India – one of the largest source markets for MICE travelers – and conducted joint campaigns with prominent industry partners from India such as the Tri Campaign with Yatra & Go Air and the EDM Campaign with Exchange4Media. A ‘Destination Online Training E-learning’ campaign is currently ongoing with 2HUB. Other activities in the pipeline for this year includes campaigns with Thomas Cook and Pick Your Trail as well as familiarisation trips for influencers and celebrities.
The accolades picked up at the Global MICE Congress adds to several key industry honours for the Maldives over the past few years, including 29 awards in 2019, 16 in 2020, and 35 in 2021. The Maldives was crowned ‘World’s Leading Destination’ at the World Travel Awards for the past two years. Last year, the MMPRC also won the title for ‘Indian Ocean’s Leading Tourist Board’ award at the WTA 2021.
Now in its fourth year, the Global MICE Congress is organised by prominent Indian industry professionals with nearly three decades of experience conducting events in 23 India states and 18 other countries globally, including several celebrated events such as the World Marketing Congress and CMO Asia. The awards represent an independent brand recognition for extraordinary success from innovative and effective marketing practices.