The Maldives Marketing and Public Relations Corporation is taking part at MILT Congress 2022 at the JW Marriott Mumbai Juhu from 13 to 14 July.
One of India’s largest MICE-related tourism events, the MICE India & Luxury Travel Congress (MILT) offers the perfect opportunity for potential destinations and tourism service providers to market their products to India’s US$93 billion outbound business travel market and US$45 billion outbound tourism market. Visitors to the exhibition include corporate travel decision makers; potential investors in the field of hospitality; leisure and travel industry. top outbound Indian travel agencies and luxury buyers; film production houses; and destination wedding planners.
Participation in the event is part of the ‘Redefining MICE’ campaign to diversify Maldives tourism. The MMPRC has been spearheading major campaigns across the globe to promote MICE (Meetings, Incentives, Conventions and Exhibitions) opportunities available in the Maldives to potential business travellers.
The Maldives presence at MILT is also part of a broader strategy for the Indian market, “which is based on conducting ambient campaigns to strengthen Maldives’ brand in all major cities, identify channels to access the luxury market segment, promote affordable holiday options, and focus on specific advertising for honeymooners and family holidays, combined with guest house stays,” according to the MMPRC.
The Maldives has welcomed 123,687 tourists from India as of 5 July, representing a 14.8% market share as the top market so far this year. India was also the largest source market in 2021 with 278,740 holidaymakers and a market share of 22.6%. The MMPRC’s activities targeting the key market has included an e-learning campaign with 2HUB, influencer and celebrity familiarisation trips, participation in fairs such as OTM 2022, Satte 2022, and TTF 2022, as well as a series of special Maldives Roadshows in different Indian cities. Ongoing activities include digital campaigns with Thomas Cook, PickYourTrail, and promotion on Vistara Inflight magazine. TV promotions, radio campaigns with top radios, and JMP with airlines, tour Operators and travel agencies are among upcoming activities.