Destination Maldives picks Thomas Cook India to drive visitation

Thomas Cook India has signed an agreement with the Maldives Marketing and Public Relations Corporation to boost visits to the Maldives.

The signing comes as Thomas Cook India has witnessed “positive consumer sentiment” to travel on the back of vaccine news coupled with lockdown fatigue, with its recent Holiday Readiness Report showing 48 per cent of respondents are keen to take an international holiday in 2021.

India has replaced China as the Maldives’ top source market amidst the pandemic

Consumer interest in short-haul destinations, including the Maldives which reopened its borders in July 2020, is significant at 50 per cent.

Under the agreement, Thomas Cook India will spotlight the Maldives as a preferred destination for various consumer segments – leisure, bleisure and corporate – targeting India’s metros as well as tier 2 and tier 3 cities. To instil traveller confidence in the Covid era, the reiteration of safety and hygiene protocols implemented in the Maldives will also form a key part of the campaign.

Rajeev Kale, president & country head – holidays, MICE, visa, Thomas Cook (India), said: “The Maldives has been an aspirational destination for Indians and our strategic intent will focus on highlighting the benefits/USPs of easy access and a free visa-on-arrival process, coupled with its eclectic vibe, stunning natural vistas and exclusive resorts to steer consideration towards the Maldives and drive demand.”

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