Maldives Marketing and Public Relations Corporation (MMPRC) in collaboration with Singapore Airlines (SQ) has concluded a successful familiarization trip for the Chinese market. Held from 29th May to 4th June 2023, the trip provided participants with a glimpse of the world-class hospitality of the Maldives while immersing them in affordable luxury and sustainability segments in the Sunny Side of Life.
The trip was arranged following the Visit Maldives Storytellers’ Conference 2023 and featured representatives from various publications and social media platforms. This would enable the participants to provide extensive coverage of the trip, targeting a mass market audience. Some of the areas that were highlighted during the exploration include the unique geographical features of Maldives and the one-island-one-resort concept as well as exclusive experiences that make the Maldives a highly sought-after holiday destination in the world.
A combined reach of 1,270,000 is estimated, which was covered by members of top-tier publications and platforms such as Travel+Leisure, City Traveller, Conde Nast Traveller 悦游, Voyage 新旅行, and 公众号：飞客 Flyer Tea. Throughout the trip, participants were given the opportunity to engage with consumers on social media platforms, share first-hand experiences of Maldivian hospitality through local life interactions and market the destination’s valued sustainability efforts.
Consequently, the trip’s main objective was to spotlight the Maldives’ position as a top elite destination and an environmentally friendly gateway. By reaching a vast audience and creating a stronger presence on various platforms, it will allure even more travellers from the Chinese market to experience the unmatched beauty and hospitality of the Indian Ocean archipelago. Moreover, it will also allow the Maldives to establish itself as a safe and attractive destination for the market.
Pre-pandemic, China was ranked consistently among the top 10 source markets for the Maldives in terms of arrival statistics. With the opening of international borders earlier this year, the Chinese market has once again started to leverage its presence and is showing promising recovery to reach pre-pandemic levels. MMPRC hopes to increase the Maldives’ visibility on different Chinese platforms to get a competitive advantage over other destinations.
This familiarisation trip with Singapore Airlines is part of a broader marketing strategy that includes ongoing PR activities, social media promotions, joint campaigns with leading travel agencies, and more. MMPRC is dedicated to enhancing destination presence in the Chinese market and capitalising on the growing interest in travel opportunities post-pandemic.