Media professionals from leading media outlets from the United Kingdom have arrived in the Maldives for familiarization trip.

The UK media professionals came to the Maldives on invitation by the Maldives Marketing and Public Relation Corporation (MMPRC).

MMPPRC states that the familiarization trip is entitled “Maldives as a bucket-list destination” and that the team will be staying in the Maldives from May 03 to May 08, 2022.

MMPRC disclosed that the team consists of professionals from the media outlets The Sun, Sunday Mail, Hello Magazine, House of Coco Magazine, and About Time.

During this trip, they will be hosted at The Standard Huruvalhi Maldives and Fairmont Maldives Sirru Fen Fushi resorts, where they will experience the world-renowned Maldivian hospitality, unique experiences, and different cuisines at their host properties.

The team will publish articles about the destination and host resorts in their respective magazines and publications, which has extensive reach among travelers from the UK.

MMPRC states that the purpose of this trip is to further promote the destination amongst potential travelers from the UK. The trip is expected to generate huge coverage highlighting the unique geographical advantage of our scattered islands and the one-island-one-resort concept which makes Maldives one of the safest holiday destinations in the world.

Additionally, it will further help to promote the unique experiences and individual tourism products of the Maldives.

This trip is organized as part of MMPRC’s marketing strategy for the UK market, aiming to provide the latest information about the travel guidelines to potential travelers from the region.

This trip also falls under a new short-term strategy devised by MMPRC to address the evolving geopolitical climate in the world following the effects of the Russia-Ukraine war. With Russia and CIS topping the arrivals figures in recent years, the strategy is aimed at mitigating the potential negative impact on arrival numbers from this region by re-strategizing marketing activities in selected markets to minimize the potential adverse effects on the Maldives tourism industry and the nation’s economy.

MMPRC forecasts that the familiarization trip will increase arrival figures and bookings from the UK to the Maldives.

So far this year MMPRC has held a brand awareness campaign with News UK. A digital campaign with Destination2, and joint marketing campaigns with IF ONLY and Kuoni UK are also currently ongoing for this market. There are several other marketing and advertising activities in the pipeline for this market for this year, including proposed participation in World Travel Market 2022.

The UK is one of the top source markets to the Maldives with the market growing exponentially over the years. As of April 28th, Maldives welcomed 560,996 tourists, of which 73,107 are from the UK.

UK is the top source market for this period, with 13 percent of the total market share.