Maldives hosts European journalists on familiarisation trips

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The Maldives Marketing and Public Relations Corporation invited prominent journalists and travel writers from France and Holland for familiarisation trips, a key strategy to promote the Maldives destination brand in their countries.

A team of media professionals from leading magazines and publications from the Netherlands stayed at Joali Being, Grand Park Kodhipparu Maldives and Crossroads Maldives from 6 to 13 April. The properties were chosen to offer activities, cuisine and experiences under the theme of ‘wellness.’ Upon their return, the journalists will publish articles about the Maldives and their host resorts in their respective magazines and publications, which has a combined reach of millions of readers, including affluent Dutch travelers. 

A group of prominent journalists from France arrived for a six-day visit on 30 April to stay at Sun Siyam Irufushi and The Westin Maldives Miriyandhoo Resort. Under the theme of “well-being and relaxation,” the team will spend time at spas on the beach, try out yoga, meditation, and other groundbreaking wellness experiences, and enjoy snorkeling, watersports, and other unique Maldivian experiences. The journalists will have the opportunity to discover haute gourmet cuisines unique to each property.

Their stories will be published in Desire de Voyages, Les Boomeuses, Infrarouge and National Geographic, top French outlets estimated to reach an audience of over 5.5 million readers.

Traditionally among the top markets for tourists, France is currently the seventh-largest market in 2022 with 25,282 holidaymakers as of 27 April. The MMPRC’s other activities for the French market includes joint-marketing campaigns, webinars, roadshows and participation in major fairs and exhibitions.

The Maldives welcomed 5,100 tourists from the Netherlands in 2021. Continuing its pandemic recovery, more than 2,200 holidaymakers arrived from the Netherlands in the first three months of 2022.

The familiarisation trip for the Dutch writers was the MMPRC’s first activity for Holland this year with the hope of increasing bookings and tourist arrivals. Other marketing and advertising activities in the pipeline includes print advertising campaigns, digital media marketing, and social media campaigns.