Maldives seeks to grow destination momentum in India

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A three-month campaign has been launched with Indian leisure travel brand Pickyourtrail to create more interest about the Maldives among Indian travellers.

Pickyourtrail unique DIY online platform allows tourists to create and customise their holidays. Its on-trip app lets customers access their tickets, documents and information about local restaurants and tourist spots. Presently the best-rated travel company in India, Pickyourtrail has crafted over 50,000 vacations in 14 countries.

The joint campaign will “showcase the Maldives as the most preferred and safe holiday destination for Indian travelers across all affluent segments and profiles,” according to the Maldives Marketing and Public Relations Corporation, which also hopes to “create a commercially strong brand marketing campaign and stimulate a high level of inquiries and sales while increasing room nights and passenger numbers.”

The MMPRC’s strategy for the Indian market seeks to emphasise the geographic advantage of the Maldives’ scattered islands, which allows for natural social distancing. “The strategy is also based on informing the travel trade and travelers from India about the latest travel guidelines, safety measures in place in our facilities, and unique experiences offered to holidaymakers in the Maldives,” the MMPRC explained.

India was one of the top source markets for the Maldives in 2021. The neighbouring country is ranked the third top market so far this year with 46,154 holidaymakers as 30 March, representing a 10.8% market share. The MMPRC has conducted 27 marketing activities targeting the Indian market last year, including campaigns with Travel Trade Journal (TTJ), WeddingSutra, T3 Publication, and MakeMytrip. Campaigns were also carried out with Thomas Cook and Amazon India App in addition to familiarisation trips, a roadshow, press events and participation in major fairs.