THE Maldives is investing US$4.5 million this year in promotions, including roadshows and participation at 19 overseas trade fairs.
The country is targetting 1.9 million visitors this year, up eight per cent from 2014. It is pinning hopes of greater numbers on 2016, which has been designated Visit Maldives Year, and will also see the country assume the role of partner host for ITB Berlin 2016.
The government expects to spend around 1.5 million euros (US$1.6 million) on ITB Berlin 2016 events.
Between January and August this year, roadshows have been scheduled in more than 10 countries and 24 cities, while a bigger programme connected to celebrating VMY 2016 will be released mid-2015, said Mohamed Adam, deputy managing director, Maldives Marketing & PR Corporation (MMPRC).
MMPRC will also lead industry delegations to trade fairs in Istanbul, Spain, Zürich, Berlin, Prague, Moscow, Azerbaijan, Japan, Dubai, Delhi, Florida, France, Rio de Janeiro, Italy, Singapore and London.
Abdulla Ghiyas, president of the Maldivian Association for Travel Agents and Tour Operators, is upbeat. “The government has said it will come up with a plan in June on the promotions leading up to ITB Berlin’s 2016 edition. I believe we can attract many more Germans,” he said.
Arrivals from Germany rose marginally 5.1 per cent to 98,338 last year.
Officials said attention is also being placed on boosting arrivals from Brazil, Russia, India and China.
