Maldives Marketing and Public Relations Corporation (MMPRC) has hosted an exciting series of roadshows targeting the United Kingdom (UK) market.

The roadshow series titled ‘Connect with Maldives, Your Ultimate Destination’ was held from 09 November to 11 November 2022.

The first of these roadshows was held in London on 9th November, coinciding with the last day of WTM London 2022 and the second show was hosted in Manchester on 10th November. The last roadshow in this series was hosted in Newcastle on 11th November.

MMPRC states that this series of roadshows were conducted under their efforts to maintain destination momentum and further promote the destination in the UK market.

‘Connect with Maldives, Your Ultimate Destination’ Roadshow series was conducted under MMPRC’s efforts to strengthen relations with the UK travel trade.

The activity familiarized them with all things Maldives in order to increase bookings and arrivals from this market.

MMPRC states that the major objectives of hosting this series was to maintain the UK as one of the key source markets for the Maldives and strengthen trade relationships between potential travel agents and industry partners, in line with MMPRC’s marketing strategies for the UK.

A total of 12 industry partners from the Maldives tourism industry took part in the roadshow in London, and 11 industry partners in the roadshows in Manchester and Newcastle.

MMPRC, along with said industry partners, fully utilized these events to market and advertise the Maldives and it's tourism products; resorts, hotels, guesthouses, and liveaboards.

The roadshow series also promoted the country’s unique geography, the latest destination updates, and the extraordinary experiences awaiting tourists in the Sunny Side of Life.

Each roadshow began with an introduction of the industry partners, followed by a destination presentation. The presentation highlighted the unique experiences offered in the Maldives, and the latest travel guidelines applicable for the destination. The safety provided by the scattered geography of the Maldives was also being highlighted during the roadshow series.

Each roadshow ended with a raffle draw with a free holiday package for two lucky winners.

The UK is traditionally one of the top source markets for the Maldives and currently ranks at 3rd with more than 147,000 arrivals recorded so far this year. This is 10.9 percent of the market share from the total arrivals into the country during this period.

MMPRC has been conducting several activities aimed at this market to maintain and broaden destination momentum. This includes; participation in fairs and exhibitions in the UK market; outdoor advertising campaigns; and social and digital media marketing campaigns.