Having gained global renown as among the world’s top places for
honeymoon and luxury beach vacations, the Maldives no longer wants to be
seen solely as a ‘sun, sea and sand’ destination.
“We are much, much more than that,” said Thoyyib Mohamed, CEO and
managing director of the Maldives Marketing and Public Relations
Corporation (MMPRC), the national tourism board of the Maldives.
“There’s a lot more to discover about our local Islands, our local
culture and even our local cuisine – which, like Southeast Asian
cuisines – is spicy.”
As the country marks its 50th year of tourism in 2022, the tourism
authorities are adamant to show that variety is the spice of life – and
tourism – in the Maldives. There’s no shortage of unique experiences in
this Indian Ocean nation, from above land to underwater, accommodation
options across a spectrum of prices for different budgets, added
Thoyyib.
Growing focus on Southeast Asia
Work to reposition the Maldives as an experiential travel destination
had begun several years earlier, but its tourism diversification
efforts took on an urgency during the pandemic when Covid-19 brought the
travel industry to a grinding halt.
Amid the disruption in its key visitor arrival markets, including
China which remains close, the MMPRC has turned its focus on “other
potential markets, especially Southeast Asia”, where the market
preferences for family trips, fishing and experience-based tourism are
deemed a good fit with MMPRC’s post-Covid tourism strategies.
Diving, for instance, is a niche segment that Thoyyib sees growth
potential. “The millennials are getting into diving, so we will be
focusing a lot for diving and water sports in 2023,” he told Travel
Weekly Asia.
![MMPRC also took part in the recent ITB Asia 2022, along with 18 industry partners, to market the Maldives as a preferred destination for Southeast Asian travellers. MMPRC also took part in the recent ITB Asia 2022, along with 18 industry partners, to market the Maldives as a preferred destination for Southeast Asian travellers.](https://ik.imgkit.net/3vlqs5axxjf/TW-Asia/ik-seo/uploadedImages/Industry/Destinations(1)/Maldives-booth-ITBAsia-221214/MMPRC-also-took-part-in-the-recent-ITB-Asia-2022-a.jpg?tr=w-600%2Ch-340%2Cfo-auto)
MMPRC also took part in the recent ITB Asia 2022, along with 18 industry partners, to market the Maldives as a preferred destination for Southeast Asian travellers. Photo Credit: MMPRC
While none of the Southeast Asia countries has broken into the
Maldives’ top 10 visitor source markets, the steady comeback of markets
such as Singapore and Thailand have not gone unnoticed. According to
MMPRC, the Maldives has welcomed 23,080 tourists from the region from
January to September 2022.
Building air connectivity is thus a paramount task to attract more
tourists from Southeast Asia. “Thai AirAsia, Bangkok Airways and
Singapore Airlines are flying to the Maldives, but there is potential to
increase flights from Indonesia, especially Garuda. We are meeting a
lot of potential airlines, giving them confidence and offer them the
opportunity to work and enjoy partnerships with Visit Maldives.”
Chasing after MICE in the Maldives
For the MMPRC, the “restrategising during Covid” includes a move
towards sustainable tourism and diversification to other segments like
MICE, which led to the launch of the ‘Redefining MICE’ global campaign
in late 2021. “Some people might ask ‘MICE in the Maldives?’” said
Thoyyib. “We are not looking for big conferences but incentive groups,
smaller corporate meetings, etc.”
![Meeting planners from Asia are urge to consider the Maldives as a destination for incentive groups and corporate meetings with a laid-back touch. Meeting planners from Asia are urge to consider the Maldives as a destination for incentive groups and corporate meetings with a laid-back touch.](https://ik.imgkit.net/3vlqs5axxjf/TW-Asia/ik-seo/uploadedImages/Industry/Destinations(1)/Visit_Maldives_MICE_meetings_on_beanbags-221214/Meeting-planners-from-Asia-are-urge-to-consider-th.jpg?tr=w-600%2Ch-340%2Cfo-auto)
Meeting planners from Asia are urge to consider the Maldives as a destination for incentive groups and corporate meetings with a laid-back touch. Photo Credit: MMPRC
“Think of the Maldives as a place where you don't wear suits or shoes. Just relax and have your meeting in a bar, under the palm trees or on beanbags by the beach, with a cocktail in your hand.”– Thoyyib Mohamed, CEO and managing director of the Maldives Marketing and Public Relations Corporation
The tourism chief is also urging meeting and incentive planners to
think out of the box, or walls, in considering the Maldives as a MICE
destination. “Think of the Maldives as a place where you don't wear
suits or shoes. Just relax and have your meeting in a bar, under the
palm trees or on beanbags by the beach, with a cocktail in your hand.”
He added, “Whatever you can think – underwater restaurants,
underwater spas, or bubble tents – you can have meetings in there. Or
you can have your board meeting in a liveaboard and watch the islands
pass by. You have to see it to believe it."
According to Thoyyib, the Maldives is now gaining traction as an
incentive destination since the launch of the ‘Redefining MICE’ campaign
last year. Resorts near Male, too, are taking advantage of this
campaign by ramping up their efforts to host groups of 100-200 pax
within their premises, he noted.
“We've marked 50 years this year, and we want to move towards another
50 years with more things, more offerings, more ways of dealing with
tourism,” noted Thoyyib.