Maldives Marketing and Public Relations Corporation (MMPRC) is representing the Maldives at one of India’s largest MICE related tourism events, MILT Congress 2022. 

This year's MILT congress is being held at JW Marriott Mumbai Juhu, from 13-14th July 2022. 

The MICE India and Luxury Travel Congress (MILT) is defined as the “it” event where the world gets to meet Indian MICE, (which stands to group meetings , incentives conference and exhibitions), and luxury travel buyers. It provides the perfect opportunity for potential destinations and tourism service providers to market their products to India’s USD 93 billion outbound business travel market and USD 45 billion outbound tourism market.

Over the past years, MILT has gained a reputation for bringing together carefully vetted Indian MICE buyers to meet international suppliers. Visitors to the event include; corporate travel decision makers; potential investors in the field of hospitality; leisure and travel industry. top outbound Indian travel agencies and luxury buyers; film production houses; and destination wedding planners.

MMPRC highlights that the corporation is participating in this event to market ways b+leisure travelers can “Redefine MICE” events in the Maldives. As such, the company notes that their participation, gave them the opportunity to promote Maldives' tourism products (resorts, hotels, guesthouses and liveaboards), the scattered geography of the country's islands, the privacy, safety and unique experiences Maldives offers to visitors of all segments. 

Participation in this event also comes as part of MMPRC’s marketing strategy for the Indian market, which is based on conducting ambient campaigns to strengthen Maldives' brand in all major cities, identify channels to access the luxury market segment, promote affordable holiday options, and focus on specific advertising for honeymooners and family holidays, combined with guest house stays. 

MMPRC highlights that their strategies for the Indian market were crafted with a focus on ambient strengthening of the Maldives brand in all major cities. The strategy identifies channels to access the luxury market segment, which includes high-end magazines, highly-advertised roadshows in locations that appeal to the luxury market segment, and promotion of affordable holiday options through roadshows in more accessible locations for that specific market segment.

There is also a focus on targeted advertising for honeymooners and family holidays, greater B2B contact to generate awareness of guesthouse and affordable resort options, and using social media for brand promotion during holiday periods. 

MMPRC conducted several promotional activities for this market in 2021 as well, such as an E-learning campaign with 2HUB, Tri Campaign with Yatra & Go Air, and influencer and celebrity familiarization trips, in addition to representing the Maldives in prominent fairs and exhibitions.

MMPRC stated that there are many more activities in the pipeline for this market for the remainder of the year, including TV promotions, radio campaigns, familiarization trips and joint marketing campaigns with airlines, tour operators and travel agents.