The Maldives Marketing and Public Relations Corporation (MMPRC) collaborated with Singapore Airlines to host a familiarisation trip for representatives of Chinese publications and social media platforms. From 29 May to 4 June, participants got to experience Maldivian hospitality, focusing on affordable luxury and sustainability.
The familiarisation trip commenced 31 May, following the Visit Maldives Storytellers’ Conference 2023. According to the MMPRC, the trip generated extensive coverage that highlighted the unique geographical features of the Maldives and its one-island-one-resort concept, along with the exceptional experiences that have made the Maldives one of the world’s most sought-after holiday destinations.
With an estimated combined reach of 1,270,000, leading publications and platforms such as Travel+Leisure, City Traveller, Condé Nast Traveller 悦游, Voyage 新旅行, and 公众号:飞客 Flyer Tea provided coverage that reached a wide audience.
“During the trip, participants had the opportunity to engage with consumers on social media, share first-hand experiences of Maldivian hospitality through local life experiences, and promote the destination’s sustainability efforts. The trip showcased the range of unique experiences available in the Maldives, highlighting its position as a top destination and environmentally-friendly getaway. Through this trip, we aim to not only reach a vast audience but also create a strong presence on various platforms and entice travellers to experience the unparalleled beauty and hospitality of the Maldives,” the MMPRC said.
“MMPRC aims to promote the Maldives as a safe and attractive destination for Chinese travellers through this activity. China has consistently been in the top 10 source markets for the Maldives in terms of arrivals pre-pandemic, and despite the challenges posed by the pandemic, the market is showing promising signs of recovery. In the first quarter of 2023, 17,691 Chinese tourists visited the Maldives, and the Maldives aims to leverage its presence on various platforms to gain a competitive advantage over other destinations. MMPRC is dedicated to enhancing destination presence in the Chinese market and capitalising on the growing interest in travel opportunities post-pandemic.”
According to the MMPRC, the familiarisation trip with Singapore Airlines is part of a broader marketing strategy that includes ongoing PR activities, social media promotions, joint campaigns with leading travel agencies, and more.
China was the single largest source market before the pandemic with 284,029 holidaymakers in 2019, representing a 17% market share.
The first direct flight from China since early 2020 arrived on 18 January 2023, shortly after the country ended Covid-19 travel restrictions. By the end of April 2023, China moved up to the seventh largest source market for tourists to the Maldives, just over three months since Chinese tourists started returning after a nearly three-year hiatus.
As of 31 May, China is the 6th largest source market to the Maldives, with 46,396 tourist arrivals, representing a 5.4% market share.