The Maldives has won the title of ‘Best Long-Haul Destination of the Year’ at the Food and Travel Magazine Reader Awards 2022, held at London’s Royal Automobile Club on 19 January.
The Maldives secured the title competing against destinations such as Canada, Ecuador, Fiji, Japan, Namibia, Seychelles, South Africa, South Korea and the Caribbean.
The UK’s Food and Travel Magazine is one of the world’s leading gastronomic travel magazines with 7 international editions. Published by Green Pea Publishing Ltd, Food and Travel Magazine has been running for the past 25 years.
The magazine’s Food and Travel Magazine Reader Awards had been a highlight in the hospitality and travel industry since its inception. It celebrates and acknowledges the ‘crème de la crème’ in the tourism sector’s food and beverage industry with awards conferred in 23 categories including the best restaurants, chefs, hotels, destinations, tour operators, cruise companies and airlines.
The UK remains one of the top source markets to the Maldives. As of 22 January 2023, the UK ranked as the 3rd top source market for the Maldives this year with 10,025 arrivals (8.2% of the market share). In 2022, the Maldives recorded a 185.6% increase in arrivals from the UK with 179,309 tourists.
The MMPRC held several activities in this market last year to maintain destination momentum. This includes participation in major fairs such as WTM London 2022; destination roadshows in London, Manchester and Newcastle; joint marketing campaigns such as the campaign with British Airways; marketing and brand awareness campaigns with travel agents, tour operators, and media outlets; and familiarisation trips. According to the MMPRC, similar activities are planned to be held throughout this year for this market as well.