Maldives Makes Hat-Trick After Securing The World’s Leading Destination For The Third Time
Saturday 12th of November 2022
The pearls of the Indian Ocean are in great spirits this weekend after successfully bagging the World’s Leading Destination title in the esteemed World Travel Awards 2022. This year’s win marks a hat-trick for the destination after securing the title in the past two years as well. Announced at an event held on Friday evening, Maldives also was the recipient of several accolades including World’s Leading Tourist Board. Minister of Tourism, Dr. Abdulla Mausoom and CEO & MD of MMPRC, Mr. Thoyyib Mohamed accepted the awards on behalf of the country.
To win the most coveted and prestigious title in the global travel industry, Maldives had to compete against some of the best 18 tourist hotspots in the world, including bustling metropolises like Dubai and Portugal and the scenic shores of Indonesia and Greece. As for MMPRC, they competed alongside other tourist boards both having a larger reach and budget. 28 nominees strived for the award including well-recognized boards such as Incredible India, Tourism Australia and Visit England.
Speaking at the ceremony, Minister of Tourism, Dr. Abdulla Mausoom stated “This accomplishment is a testament to the popularity and vibrancy of the Maldives as a tourist destination. The industry’s achievements throughout the past three years reflect the resilience of the Maldives tourism industry amidst any crisis – and that united, we can achieve anything”.
On the occasion, CEO & MD of MMPRC, Mr. Thoyyib Mohamed remarked “It is truly an honour to win the prestigious title of World’s Leading Destination for the third year in a row. This year is our Golden Jubilee of Tourism in the Maldives and I couldn’t have asked for a better achievement to mark 50 years of welcoming visitors to our shores. This award is all thanks to the guidance of our government, the support of our partners, and the hard work of the tourism industry as a whole and of course, our visitors- we are blessed that people around the world love the Maldives so much. This is also the first year that MMPRC, also known as Visit Maldives, secured the title of the World’s Leading Tourist Board, an affirmation of the hard work our team had done over the past few years, pushing through the toughest global crises of recent times. Thank you to everyone for voting for the Maldives and I hope to welcome you soon to the Sunny Side of Life”.
Maldives first secured the title in 2020, during the worst-struck times of the Covid-19 pandemic. With international borders closed off including our own, MMPRC began marketing the Maldives online by using its geographical distribution and ascertaining the destination as one of the safest places during the pandemic.
The second win came in 2021 by which time, international borders were opening and more competitors were emerging. With re-strategized marketing such as the ‘Redefining MICE’ campaign made Maldives the no.1 googled destination in the world, giving us an edge over other competitors.
By 2022, almost all nations have re-opened their borders and kick-started tourism and many were skeptical about Maldives’ third win. However, MMPRC increased its brand visibility during the year, promoting the Maldives as a premier luxury destination with various affordable options and unique experiences. Moreover, the celebratory spirit of the Golden Jubilee Year was clearly communicated, building confidence in the destination and paving way for a triple win in the global travel trade.