THE Maldives is embarking on an aggressive promotion campaign from now until 2015 in North America and the BRICS (Brazil, Russia, India, China and South Africa) countries, taking part in trade fairs and organising its own roadshows.
In the pipeline are plans to rope in high-profile celebrities for an ad campaign in the US and Canada next year, according to deputy minister of tourism, Hussain Lirar, who declined to disclose the identities of the celebrities.
The Maldives’ main source markets are China, Germany and the UK, with Russia emerging as well.
Adam Mohamed, executive director, Maldives Marketing and Public Relations Corporation, said the NTO would be participating in WTM Latin America next year, and could also be doing a roadshow in Brazil.
This year the focus has been on roadshows, kicking off with Australia in February, and moving on to China and the CIS states (Kazakhstan) in early October. A roadshow will also be held end-October in Switzerland before participation at WTM in London in November.
“We’re also taking part in a luxury market exhibition in Las Vegas (December 4-7), promoting the honeymoon and water sports segments,” Mohamed said.
Although South America is an emerging market, Abdulla Ghiyas, president – Maldives Association of Travel Agents & Tour Operators, said these travellers prefer a package allowing them to see more of Asia, such as India and Sri Lanka in addition to the Maldives, since they take a whole day travelling to the region.
“(Developing that kind of package) is the challenge we are facing,” he said.
