The Maldives Marketing and Public Relations Corporation (MMPRC) participated in the World Travel Market (WTM) London 2023, held from 6 to 8 November at ExCel London.
The MMPRC showcased the ‘Sunny Side of Life’ alongside 181 representatives from 92 prominent industry partners. The Maldivian delegation was led by Thoyyib Mohamed, the CEO & Managing Director of MMPRC.
World Travel Market London is one of the leading global platforms for the travel industry, bringing together industry professionals from around the world to facilitate business deals and networking opportunities. With an extensive global reach and a commitment to creating quality connections, WTM London has been an instrumental annual global event fostering the growth of the tourism sector since 1980.
“Our main objectives at WTM London 2023 include meeting with travel trade professionals from the United Kingdom and global partners, sharing the latest updates about Maldives and its tourism products. We are also conducting in-person one-on-one meetings to fully embrace the many networking opportunities and business interactions at the fair to reinforce our reputation as one of the preferred holiday destinations,” the MMPRC said.
The Maldives’ expansive 500 sqm double-decker stand was designed to showcase the distinctive aspects of the destination with its uniquely beautiful aspects front and centre in the design and the images used, reflecting the breathtaking sights and diversity of experiences available to visitors. The stand featured 91 co-exhibitor counters, 51 B2B meeting tables, two industry meeting areas, and two information counters, as well as an exclusive ‘experiential zone’ with a presentation area and an ‘Underwater tunnel’ walkway featuring the marine life found in the waters of the ‘Sunny Side of Life’.
In addition to B2B activities, visitors to the Maldives’ stand had the opportunity to explore a wide range of activities, including destination information and meetings at the designated meeting areas. These included industry presentations by Park Hyatt Maldives Hadahaa, Le Méridien Maldives Resort & Spa, Amilla Maldives, Movenpick Resort Kuredhivaru Maldives, Heritance Aarah Maldives and Fairmont Maldives, Sirru Fen Fushi at the Experiential Zone, which provided co-exhibitors with an opportunity to showcase their unique products and enhance their brand image.
According to the MMPRC, another key focus was to highlight the Maldives’ tourism sustainability efforts. Attendees were given the opportunity to “make their mark” in the Maldives by having actual corals planted in their honour. By placing their names on a coral frame replica, they were able to contribute to the growth of actual corals that will be dedicated to them and receive updates on their growth as a meaningful contribution to the Maldives’ natural beauty. Sheraton Maldives Full Moon Resort and Spa, Fairmont Maldives, Sirru Fen Fushi and Seaside Finolhu Baa took part in the activity.
Additionally, the “Weave your Maldivian Story” activity allowed visitors to weave a string, with the end result taking the shape of a whale shark, representing their bucket list experiences in the Maldives.
The MMPRC also conducted “Social Media Filter Amplification” where visitors scanned a QR code and took pictures with special Maldives filters to share. The traditional corner showcased the cultural side of life in the Maldives, featuring wearable props such as traditional Maldivian garb ‘libaas’ and ‘fattaru’ with traditional snacks and ‘malaafaiy’ displays and a 360° camera where visitors captured their best shots to share on social media platforms.
On the sidelines of the event, the MMPRC also conducted an exclusive ‘Maldives Media Meet’ on 7 November.
The United Kingdom is the fourth top source market to the Maldives with a market share of 8.1%. As of 1 November, the Maldives welcomed 122,975 UK tourists.
“Visit Maldives has been working tirelessly throughout the year to ensure increased arrivals from this traditionally and contemporarily significant market. Successfully executed activities in the UK market include a media partnership campaign with Wanderlust, a joint marketing campaign with Premier Holidays, and participation in the Travel Bulletin Indian Ocean Showcase. We have also previously conducted a branded content campaign with National Geographic Traveller, and have recently completed a Destination Training Session with Emirates Airlines,” the MMPRC said.