The Maldives Marketing & Public Relations Corporation (MMPRC), along with industry partners participated at the South East Asian market at the ADEX Ocean Mission 2023, held from 31 March to 2 April at the Sands Expo and Convention Centre in Singapore.
With a history spanning 26 years, ADEX is the biggest and longest-running dive expo in Asia. ADEX brings together VIPs and speakers from across the globe – scientists, marine conservationists, underwater photographers, videographers, and provides a platform for various exhibitors such as dive operators, equipment manufacturers, and national tourism boards.
The MMPRC provided the latest destination information to interested visitors and created awareness for the Maldives as a preferred dive destination for the South East Asian market.
“The fair was also an ideal platform to collect market intelligence targeted for a niche segment through observations, and understand the sentiments of divers and dive enthusiasts from the Asian and South East Asian markets, in order to best promote and attract visitors from this segment to the Maldives,” the MMPRC said.
“Participation in this event comes under our efforts to promote the Maldives as the most preferred destination among Southeast Asian, especially Singaporean travellers, and to showcase the diving and underwater experiences available in the Maldives at the largest dive fair in the SEA market. Some of the activities at the stand for Visit Maldives included a photobooth, informative flash cards about Maldivian marine life, and artwork displaying the different dive locations in the Maldives.”
The CEO and Managing Director of MMPRC, Thoyyib Mohamed, was one of the speakers at the event, describing the activities conducted by MMPRC to support sustainable tourism and diving ventures, as well as updates on the recent happenings in the Sunny Side of Life. Thoyyib highlighted the importance of the South East Asia Market and the active support of the ADEX organisers for the destination and its assistance in promotion of the dive segment moving forward.
The Maldives received 23,080 visitors from the South East Asian market last year. From January to February this year, the Maldives welcomed 5,897 tourists from the South East Asian market.
The MMPRC has been holding several activities targeting this market, including joint-marketing campaigns with major stakeholders, outdoor advertising campaigns, participation in fairs, hosting webinars, E-Learning programs and other events. This includes participation in ITB Asia 2023, conducting a roadshow in South East Asia, and a media campaign with the Robb Report.