US media officials conclude familiarization trip

Maldives Marketing and Public Relations Corporation (MMPRC) has conducted a familiarization trip themed “High-end Adventures in the Maldives” for media officials from the United States (US).

The team arrived in the Maldives on the 13th of July at the invitation of MMPRC, and remained here till 20th of July 2022.

With various world-class publications targeting a highly affluent audience in the USA market, MMPRC highlights that this familiarization trip generated huge coverage showcasing high-end accommodation, experiences and other unique experiences available in the Maldives.

Additionally, this trip highlighted on the unique geographical advantage of the Maldives having scattered islands across the Indian Ocean, and the country's unique one island-one resort concept, making Maldives one of the safest holiday destinations in the world.

The team was hosted at Joali Maldives Resort, Anantara Kihavah Resort and LUX* South Ari Atoll Resort, where they enjoyed high-end adventures, the world-renowned Maldivian hospitality, unique experiences, and the different cuisines available at their host properties.

Arrivals and bookings from the US to the Maldives is expected to increase as a result of the trip.

So far this year, the US is the 6th top source market to the Maldives. By 29th June 2022, a total of 39,016 tourists arrived in the Maldives from the US. This is 4.8 percent of the total arrival figure of 809,603 recorded during this period.

MMPRC has been holding several activities targeting this market including a campaign with Worth Magazine, participating in ATTA’s AdventureELEVATE 2022 fair, conducting a travel trade webinar and a joint-marketing campaign with Goway.

Ongoing activities for this market include a campaign with ASTA, ID Travel Group and Singapore Airlines. There are several other marketing and advertising activities in the pipeline for the US market for this year.

As the company responsible for marketing the Maldives as a destination abroad, MMPRC carried out 260 different marketing activities in 22 global markets last year. These include fairs, roadshows, familiarization trips, marketing campaigns, webinars, and interviews.

MMPRC highlights Maldives securing the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, as the greatest testament to the success of these activities. World Travel Awards is globally recognized as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travelers from all over the world.