THE Maldives is gearing up for a new marketing campaign, Visit Maldives Year 2016, and will trot out 365 days of free holidays, festivals and trade events as part of celebrations.
Officially unveiled at the UNWTO conference in the Maldives last week, the campaign will likely cost close to US$10 million.
Hussain Lirar, deputy tourism minister of the Maldives, said there will be roadshows, participation at travel fairs and events for both the private sector and government agencies.
Specifically, the Maldives will host the World Trade Award as part of the campaign and has been designated the partner host country for ITB Berlin 2016, to which the country will send its largest-ever delegation including a cultural troupe, said tourism minister Ahmed Adeeb.
On the consumer front, resorts are offering 365 days’ worth in free stays up for grabs in competitions that will be held on social media, at roadshows and overseas travel fairs, andVisit Maldives Year ambassadors are to be appointed among guest arrivals.
The Maldives is targeting 1.4 million arrivals this year and aiming for 1.5 million in 2016.
Abdullah Ghiyas, president, Maldivian Association of Travel Agents and Tour Operators, said the 2016 campaign is crucial as it tackles European and North American source markets, for which there have been little promotion in the past.
Recent efforts have mostly targeted China, as well as emerging and traditional source markets.
