Maldives promotes MICE tourism at Imex Frankfurt

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The Maldives Marketing and Public Relations Corporation participated in Imex Frankfurt 2022, one of the largest MICE (Meetings, Incentives, Conventions and Exhibitions) fairs for the European market.

The MMPRC is seeking to diversify Maldives tourism with its ‘Redefining MICE’ campaign.

During the Frankfurt fair, which took place in Germany from 31 May to 2 June, the MMPRC together with nine industry partners sought to promote “how the destination seamlessly merges business with leisure, and explain to potential business travellers how business events can be transformed from conventional to a b+leisure concept in the Maldives.”

Nearly 3,900 hosted buyers and more than 4,900 trade professionals with decision-making authority attended this year’s Imex event, which offered a valuable opportunity to market the unique MICE venues available in the Maldives to German and European business travellers.

“Through the event we will market the four main tourism products offered by the Maldives – resorts, hotels, guesthouses and liveaboards – and will promote why the privacy, security, and serenity offered by Maldives provides an ideal solution for MICE travelers,” the company explained. “MMPRC is representing the country in this event as part of our efforts to promote different segments of tourism available in the destination. MMPRC has been spearheading major campaigns across the globe to promote MICE opportunities available in the Maldives to potential business travellers.”

The Maldives has welcomed 56,058 German tourists as of 18 May, representing a market share of 8.6% as the fourth-largest market this year. The MMPRC has been holding conducting marketing campaigns, participating in fairs and exhibitions, hosting fam trips and holding webinars to boost arrivals from the traditional top market.