Maldives launches marketing campaign in South Africa

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The Maldives Marketing & Public Relations Corporation (MMPRC) has launched a joint marketing campaign in South Africa with Thompsons Holidays. 

Running from April to July, the campaign consists of several unique activities including digital media, social media, outdoor advertising, and B2B events. 

“The purpose of the campaign is to establish the Maldives as a top-of-the-mind destination for all potential long-haul tourists from the South African market and increase arrival figures in various segments,” the MMPRC said. 

Thompsons Holidays is one of the largest tour operators in South Africa, with over 40 years of expertise in providing the finest, carefully-selected collection of holidays to the most sought-after destinations. According to the MMPRC, a campaign with a leading brand such as Thompsons Holidays will elevate the Maldives brand in the South African market. 

Several activities are planned under the campaign, including an outdoor advertising campaign, and a travel agent incentive programme encouraging sales to the Maldives. Thompsons Holidays will also conduct a dedicated social media campaign promoting the Maldives as a preferred beach getaway destination.

“The arrival figure from this market exceeded the pre-pandemic arrival figure in 2021, indicating a strong potential for growth in the South African market. We observed a similar potential for growth during our participation in WTM Africa this April. Therefore, MMPRC is dedicated to strengthening the Maldives presence in this market,” the MMPRC said.