MMPRC Shines As World’s Leading Tourist Board 2022
Saturday 12th of November 2022
Maldives Marketing and Public Relations Corporation (MMPRC) shined at the 29th World Travel Awards after winning the prestigious title of World’s Leading Tourist Board 2022. A first for the destination, the title honours the tireless work and commitment MMPRC has invested during the past year in marketing and maintaining the Maldives in the top tier of the international tourism industry.
The CEO & MD of MMPRC, Mr. Thoyyib Mohamed accepted the award on behalf of the corporation at a glittering ceremony held at Al Bustan Palace in Oman last Friday evening. 2022 is an interesting year for the global tourism industry with most countries having re-opened their borders and kick-starting the tourism campaigns following the Covid-19 pandemic. MMPRC competed with such tourist boards conducting heavy campaigns in an effort to revive tourism in their respective destinations.
Despite this, MMPRC braved on even when the Russia-Ukraine war wreaked havoc on some of the most influential source markets for the Maldives. The corporation swiftly changed tactics and directed its attention to other potential top sources, boosting arrival numbers from the Middle Eastern, Nordic and Indian markets. Owing to this, the first three quarters of 2022 saw an impressive number of 149 activities conducted in 22 global markets, with an overall reach of 8.6 billion people in the travel trade and consumers alike.
With a key focus on maintaining brand visibility while promoting the Maldives as a premier luxury destination, MMPRC also emphasized the unique experiences and affordable options within the destination. As such, the corporation built confidence in the destination which was further solidified by the Golden Jubilee messaging, immersing visitors in a celebratory mood. The success of these strategies is reflected in the arrival numbers, with Maldives closing on its 2022 target of welcoming 1.6 million visitors.
This year’s marketing also centered on experiential tourism based on emerging travel trends and complimenting the introduction of Homestay tourism in the Maldives. To augment this, MMPRC launched a series of books called the ‘Tales of Maldives’ sharing the exclusive stories and folklore endemic to the nation. Thus, broadening segments to cater to cultural and experiential tourism. Additionally, the natural beauty of the Maldives was spotlighted, working closely with industry partners and using their feedback to structure future promotions and working towards the same goal to implement the Maldives as a leading destination.
MMPRC comprises a team of 69 staff, out of which a large proportion is represented by women, with many women holding key roles in upper management. Irrespective of the small size, MMPRC has been able to compete with some of the largest tourist boards worldwide, a testimony to the effectiveness of its work. This is evident from the fact that the country won the World’s Leading destination for the third time this year, highlighting the resilient, dynamic and decisive tourist board behind the milestone.