Maldives underwater beauty showcased at Asia’s largest dive fair

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The Maldives Marketing and Public Relations Corporation together with industry partners promoted dive adventures and Maldivian seascapes at ADEX 2022.

Asia’s largest and longest-running dive fair was held at the Sands Expo & Convention Centre in Singapore from 16th to 18th September 2022.

First organised 26 years ago, ADEX is one of the industry’s “must-attend” events, bringing together scientists, marine conservationists, underwater photographers, and videographers from across the globe. The exhibitors include dive operators, equipment manufacturers, and national tourism boards.

“Participation in ADEX 2022 will help boost Maldives’ visibility and maintain our presence as a premier and preferred dive destination in the Southeast Asian market. It will help to promote the dive segment of Maldives to a broader audience, consisting of both dive operators and dive enthusiasts,” according to the MMPRC. “Participation in the event is aligned with our strategy to diversify the promotional efforts to include all segments.”

Representatives from six local companies participated in the expo alongside the MMPRC to market their dive-related products and services.

The MMPRC promoted the Maldives destination brand along and the unique experiences on offer at the tourism products (resorts, hotels, guesthouses and liveaboards), emphasising diving and water sports and showcasing the underwater beauty of the Maldives to travellers from the Southeast Asian market.

As of July, the Maldives welcomed 18,489 tourists from the Southeast Asian market this year. The MMPRC’s activities targeting the growing market has included joint-marketing campaigns with major stakeholders, outdoor advertising campaigns, participation in fairs, hosting webinars, E-Learning programmes in addition to a ‘Cabvertising Campaign’ with MyBump Media, participation in Malaysia International Dive Expo (MIDE) 2022, MATTA 2022 and Thailand Dive Expo 2022, and hosting a familiarisation trip for Indonesian media. Ongoing activities include a Maldives E-Learning Programme for Southeast Asia, campaigns with TripZilla, Apple Vacations and DestinAsian.