Sustainability in Maldives tourism featured in Italian lifestyle magazine

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A marketing campaign has been launched with the Italian magazine Green Me to create awareness on sustainability practices and initiatives in the tourism industry.

A leading online magazine on sustainable lifestyle in Italy, Green Me’s website attracts over 10 million users with 70,000 subscribers to its monthly newsletter.

From July to September 2022, a special category dedicated to the Maldives will be created on the Green Me website in addition to a newsletter, a banner, branded articles, and social media posts. The content will highlight sustainability initiatives and practices at tourist establishments in the Maldives, including coral restoration projects, marine life conservation, and environmental awareness efforts. 

“Interest in sustainability is a rising trend amongst Italian travellers. With that, we will be able to position Maldives as a leading sustainability destination in the Italian market,” according to the Maldives Marketing and Public Relations Corporation.

“The campaign will also provide the opportunity for our members’ properties to advertise their sustainability initiatives. Aligned with the strategy for the Italian market, the campaign will capitalise on the generational affinity that Italians have for Maldivians, with a more personalised campaign which relates to memories from parents and grandparents who spent their holiday in the Maldives.” 

In order to “re-establish the Maldives as a close-to-heart destination for the Italian market”, the campaign will also offer information about the different segments of Maldives tourism such as romance, wellness, luxury, diving and water sports as well as the four main products (resorts, guesthouses, safari vessels and hotels).

Traditionally a top source market, Italy is the fourth largest market this year with 49,828 visitors as of 5 July. The MMPRC efforts to maintain destination presence and increase arrivals include participation in BIT Milan 2022 as well as joint marketing campaigns with Lonely Planet, Alpitour, Sporting Vacanze, Bluavacanze, and Mediamond. Familiarisation trips, a Maldives roadshow and the TTG Travel Experience are among upcoming activities.