Maldives woos affluent Arab travellers

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An advertising campaign targeting affluent Arab travellers has been launched with Haya Magazine, the Gulf region’s favourite fashion, beauty and lifestyle media brand.

The campaign seeks to increase awareness of travel and holiday options in the Maldives and to maintain brand visibility in the GCC market, according to the Maldives Marketing and Public Relations Corporation.

“Haya Magazine will conduct a variety of promotional activities throughout the campaign. These include a dedicated microsite promoting Maldives, in-house banner creation, and content creation,” the MMPRC explained. “The magazine will publish 15 articles which includes features, reports, interviews, to-do lists, etc. The writings will cover topics such as the products and unique experiences of Maldives, the unique geography of the islands, and so on. Three posts on Instagram and Facebook as well as six insta-stories directing users to the microsite will be posted under the social media component of the campaign.”

With an audience of 2.5 million readers across print, digital, and social platforms, Haya prides itself on delivering high-quality content crafted specifically for the modern Arab woman.

In 2021, the Maldives welcomed 91,413 holidaymakers from the Middle Eastern market with Saudi Arabia ranked as the seventh-largest source market for tourists. Growth from the relatively new market is on track to continue with more than 19,000 Middle Eastern tourists visiting during the first two months of the year. 

The MMPRC’s activities for the Middle East market include webinars, roadshows, other joint-marketing campaigns, hosting familiarisation trips for journalists, and participation in major fairs and exhibitions.