A three-month destination marketing campaign has been launched with India’s leading tour operator Thomas Cook to boost tourist arrivals.
Thomas Cook India and the Maldives Marketing and Public Relations Corporation will collaborate on a “focused two-pronged initiative to build high visibility and catalyze demand from the highly viable India market” with advertising on Thomas Cook’s web messages and emailers as well as print, digital and social media platforms, targeting the corporate MICE and leisure segments.
“It gives us immense pleasure to work with MMPRC as their strategic partner to jointly promote destination Maldives among India’s travelers,” said Rajeev Kale, president and country head for holidays, MICE, visa at Thomas Cook (India). “This campaign has been strategically launched to coincide with India’s peak travel season. Additionally, with our unique omnichannel network we offer customers the convenience of selecting their preferred mode of contacting us: via our holiday app, virtual holiday store, website, call center or extensive retail network of over 350 outlets pan India.”
The campaign will promote the Maldives as a safe destination by highlighting the natural social distancing offered by the archipelago’s scattered islands. Useful information will also be provided about unique experiences available from the main tourism products: resorts, hotels, guesthouses and liveaboards.
MMPRC CEO Thoyyib Mohamed expressed confidence that the partnershop with Thomas Cook would help increase bookings, room nights and passenger numbers from India for the upcoming summer season and beyond.
Wth over 140 years of expertise in the tourism sector, Thomas Cook enjoys strong consumer trust in India with its diversified portfolio of travel and related products-services and an extensive B2C and B2B consumer base.
India was the top market for Maldives tourism in 2021 with 278,740 holidaymakers. The Maldives welcomed 46,154 Indian tourists by 30 March, representing a share of 10% as the third-largest source market.
The MMPRC’s marketing activities in India last year included familiarisation trips for journalists, joint campaigns with leading stakeholders, and participation in prestigious fairs.