The Maldives Marketing and Public Relations Corporation (MMPRC) took part in two major travel fairs in Spain and Finland last week to promote the destination to Spanish and Nordic travellers.
Along with industry partners, the MMPRC participated at Fitur 2023, held at IFEMA MADRID’s Recinto Ferial from 18 to 22 January.
One of the leading trade fairs for inbound and outbound markets, Fitur is the first major travel trade event that MMPRC participated in this year.
Bringing together travel agencies, wholesalers, hotels, carrier companies, leisure and culture infrastructures, as well as Spanish official organisations and travel media, the event offers business opportunities and access to travel buyers, influencers, and market professionals.
Over 41 participants from 23 companies joined to market their individual products, services and experiences. The MMPRC promoted the different experiences available in the ‘Sunny Side of Life’, with a focus on promoting the different segments of tourism of the Maldives.
“Our objective in participating in FITUR 2023 include creating awareness among Spanish visitors about the products and experiences available in the Maldives and creating a platform to connect with industry professionals from the Spanish market,” the MMPRC said.
Raffle draws were also conducted at the Maldives’ stand to give away free holidays to four lucky visitors. The raffles were held on the first, third, fourth and fifth days of the fair, with one winner selected every day. The raffle giveaway was sponsored by Adaaran Select Hudhuranfushi, Sun Siyam Resorts, Brennia Maldives and Angsana Velavaru.
Spain was one of the top 10 markets in terms of tourist arrivals to the Maldives last year, with 42,148 holidaymakers during 2022. The MMPRC’s activities in this growing market this year include promoting the Maldives through OOH advertising in Spain as well as campaigns with top tour operators and online travel agencies. According to the MMPRC, media familiarisation trips will also be organised to give Spanish journalists the opportunity to experience the Maldives firsthand.
MATKA Nordic Travel Fair 2023
After a two-year hiatus, the MMPRC promoted the Maldives at the MATKA Nordic Travel Fair 2023, held from 19 to 22 January at the Messukeskus Helsinki Expo and Convention Centre in Helsinki, Finland. Some 13 industry partners also took part in the exhibition.
The largest travel fair in Northern Europe, MATKA brings together over 1,000 travel organisers, destinations, and tourism organisations from over 80 countries. Over 68,000 visitors were expected to attend.
“The MMPRC’s attendance at the prestigious fair will strengthen the Maldives’ brand presence in the Nordic market, provide an extensive networking platform for industry partners, and provide access to ground-breaking insights into industry trends and patterns,” the MMPRC said.
According to the MMPRC, the Maldives’ stand was designed to represent the beauty and allure of the Maldivian islands, and to facilitate comfortable and productive B2B meetings between industry partners and fair participants. Visitors were able to take photos at the stand and to use Maldives-themed social media filters to post on their accounts. Visitors also received a calligraphy bookmark and sampled Maldivian delicacies.
A promising market for the Maldives’ tourism industry, some 30,493 tourists from Nordic countries visited the Maldives in 2022.
The MMPRC conducts several campaigns throughout the year in Scandinavia, including a campaign with Blixen tours, a media familiarisation trip with top-tier Nordic publications, and a webinar for the Nordic travel trade last year.
According to the MMPRC, several high-profile marketing campaigns are planned for this year as well. In line with the marketing strategy for the Nordic market, the MMPRC will collaborate with airlines, tour operators and other travel industry vendors to further strengthen the destination presence in the Nordic market.