Maldives makes push for Southeast Asia market

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A digital advertising campaign and an e-learning programme have been launched to boost tourist arrivals from Southeast Asia.

A joint marketing drive with Tripzilla will take place until June as a Business-to-Consumer (B2C) campaign under the digital publication’s ‘Travelling Again’ series. Four articles will be published on Tripzilla’s website and respective social media accounts, providing information about the unique experiences available at Maldivian tourism products (resorts, guesthouses/homestays, liveaboards, and hotels).

“Aligned with our market strategies for Southeast Asia, the articles will also promote the Maldives as a leading destination for families and Muslim travelers,” according to the Maldives Marketing and Public Relations Corporation (MMPRC). “The article will also highlight the stringent safety measures in place and the safety provided by the naturally-distanced geography of Maldives.

“In addition, a studio edited video showcasing the beauty of Maldives will be shared on Facebook and Instagram, alongside other social media promotional posts.”

A similar campaign conducted with TripZilla last year achieved 1.2 million impressions.

The leading culture and travel digital publication in Southeast Asia with a reach of over 25 million consumers every month, Tripzilla creates authentic travel content highlighting trends, places, food, and people.

A one-year e-learning programme to maximise visibility in the Southeast Asia market was meanwhile launched on 28 March in collaboration with Pacific World Travel Agency (PWTA), a leading partner of travel industry organisations globally with sales and marketing networks throughout Malaysia and Southeast Asia.

“Through the Maldives E-learning Programme, a dedicated website will be created to provide the latest and up-to-date information about Maldives’ tourism sector to travel trade professionals working in the SEA market. The information related to Maldives will be available for PWTA partner tour operators and travel agents by logging in to the website. This E-learning platform is flexible and allows members to join in at any time, anywhere, to learn more about Maldives and what it has to offer to tourists,” the MMPRC explained.

“Over 600 travel partners are expected to participate in the programme, with a reach of 3000 travel partners throughout the year from the SEA market. The interactive course will include 3 modules, with the first module focusing on introductory basic information, module 2 focusing on promoting unique selling points of the destination, and the last module on the latest travel guidelines, Covid measures and updates. Agents who complete the course will obtain an official certificate issued by MMPRC.”

More than 1,000 holidaymakers arrived in the Maldives from Southeast Asian countries in the first two months of 2022. Activities in the pipeline for 2022 include campaigns with Apple Vacations and Hipwee as well as participation in the MATTA fair, Malaysia International Dive Expo and Thailand Dive Expo.

A ‘cabvertising’ campaign was launched in Malaysia earlier this month.