A year-long marketing campaign has been launched with the American Society of Travel Advisors (ASTA) to attract tourists from the United States.
The Maldives was featured in the ASTA Worldwide Destination guide, a country-by-country reference guide published annually, with content “designed to aid and train US travel trade professionals on how to market the Maldives to interested travellers, giving them first hand sales tips on the region, best times to visit, and other useful advice,” according to the Maldives Marketing and Public Relations Corporation.
The print version of the ASTA Worldwide Destination guide is estimated to reach over 55,000 travel sales agents across the U.S. while the digital version will be sent to over 20,000 ASTA members.
The Maldives section offers information about uniquely Maldivian experiences available from the four tourism products (resorts, guesthouses, liveaboards and hotels) and emphasises the naturally social-distanced geography of the archipelago.
The U.S. was ranked the fifth top market for tourists last year with 54,745 holidaymakers. Some 19,275 American tourists have visited so far this year as of 30 March, representing a market share of 4.5%.
In addition to destination trainings, webinars, familiarisation trips and roadshows, the MMPRC also plans to hold virtual events for the American market throughout the year and join in-person fairs such as ATTA Elevate North American Conference and USTOA Annual Conference.