In A Tragic 2020, How the Maldives Achieved the Title of World’s Leading Destination

Thursday 31st of December 2020

The year began with a record-breaking target of 2 million arrivals. Expectations remained high for the Maldives after it smashed a record in 2019 by welcoming 1.7 million tourists. But things were forced to be revised in March, as countries around the world including Maldives went into lockdown and closed its borders. “It was extremely hard at first. But we didn’t give up, works went on. And look at how the year ended for us,” said Thoyyib Mohamed, Managing director of Visit Maldives.

Although a highly ambitious plan was developed for this year, due to the pandemic, the campaigns and initiatives had to be shifted to social and digital media platforms. So the authorities came up with three phases to keep the destination going on digital platforms and informing the world regarding the safety measures taken. Those are: React, Rethink and Recover.

According to Visit Maldives, out of 412 activities, 314 activities were carried out under the crisis plan. But the challenges were still not over even after the country reopened its borders on 15th July. Tourist arrivals depended not only on Maldives’ safety but on other countries’ restrictions as well as flight connectivity. “I believe that none of this would be possible without the president’s decision to open up borders then. Our success began with this decision,” said Thoyyib.

Digital platforms were completely utilized to promote the Maldives, to keep people dreaming about this place. And as the pandemic exacerbated, the marketing approach was adapted in line with the key messaging of UNWTO: “staying home today means travelling tomorrow”. The second phase, “Rethink”, involved communicating with stakeholders regarding the steps taken by the country. And to begin recovery, it was vital to maintain the brand of most preferred destination and communicate the new normal travel through PR representatives in the key source markets and industry stakeholders, as well as several marketing campaigns.

The year ends with Maldives receiving 16 awards and accolades this year, including the World’s Leading Destination award by World Travel Awards 2020, and have also reached the 500,000th tourist arrival milestone for the year. But efforts don’t stop here, Visit Maldives still has many activities planned out for the rest of the year.