The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has joined forces with TravelBag (DNATA UK) in a strategic collaboration aimed at marketing the Maldives as the ultimate holiday destination in the United Kingdom (UK).

This joint marketing venture, which commenced in May 2023, is scheduled to run through April 2024. MMPRC plans to leverage various online platforms, particularly social media, as well as print channels to reach an ambitious target of over 2.5 million individuals.

Boasting over 40 years of experience, TravelBag has earned a reputation for crafting tailor-made holidays for all budgets. Notably, MMPRC highlights that TravelBag’s retail shops, staffed by dedicated travel specialists with global experience, cater to a discerning audience, with approximately 95% of their customers reportedly preferring offline bookings through retail stores and call centres.

In 2022, TravelBag emerged as one of the top sellers of the Maldives as a destination. Building on this success, MMPRC aims to achieve incremental growth in bookings and revenue for the Maldives through this collaborative marketing campaign. The campaign will primarily focus on advertising and promoting individual products and unique experiences that align with UK market strategies. Additionally, it will showcase the diverse offerings of the Maldives, including luxury resorts, liveaboards, diving, family holidays, and experiences related to nature, conservation, and the pristine Maldivian environment.

The Maldives has been gaining popularity among UK travellers. So far this year, the Maldives has welcomed 85,884 tourists through the UK route, accounting for 8.4% of market share. MMPRC is optimistic that a successful campaign will trigger a surge in UK travellers choosing the Maldives over alternative destinations. The destination promoter aims to uphold the existing positive image of the Maldives as a preferred holiday spot on the market.

A significant milestone was celebrated on 16 July, when the Maldives welcomed its one-millionth tourist for 2023 – a family of three from the United Kingdom, who arrived via British Airways. A grand ceremony was held at Velana International Airport (VIA) to celebrate the occasion.
As the third largest market for the Maldives, the UK has consistently grown even during challenging times. In 2022, the UK market witnessed a remarkable 185.6% increase in arrivals, with 179,309 visitors. MMPRC emphasises that this impressive growth trend underscores the importance of the UK market to the Maldives tourism industry.