MMPRC X DNATA UK Promotes Maldives As the Ultimate Holiday Destination

Tuesday 25th of July 2023

Maldives Marketing and Public Relations Corporation (MMPRC) has launched a joint marketing campaign with TravelBag (DNATA UK) which aims to promote the Maldives as the ultimate holiday destination for B2C audiences in the United Kingdom. Set to run from May 2023 to April 2024, this campaign will leverage online, social media, and print channels to generate a massive reach of more than 2.5 million individuals.

TravelBag is ranked among the world’s leading air and travel service providers and has a renowned reputation for tailoring holidays to suit any budget plan. With over 40 years of experience in the field, TravelBag’s retail shops employ dedicated travel specialists with extensive global experience and cater to a discerning market, 95% of whom prefer online bookings via retail stores and call centres. Last year, Travel Bag was one of the top sellers for this destination as well.

The Maldives is a well-distinguished destination for tourists in the UK. With an already strong presence in the region, this campaign aspires to reach an even larger audience and inspire them to choose the Maldives over other destinations, marketing it as a top holiday destination for the UK market. Building on the success of 2022, the joint marketing campaign will also target to drive incremental growth in bookings and revenue as well as advertise the individual products and unique experiences available in the Maldives.

These efforts will be conducted in line with the UK market strategies and will encompass diverse offerings such as luxury resorts, liveaboards, diving, family holidays and curated experiences related to nature, conservation and the pristine natural environment. Through these means, the campaign will ultimately showcase the Maldives as the most ideal holiday destination given its wide variety of products, exclusive experiences and innovative segments that holidaymakers can enjoy and indulge in.

Currently, the UK market is the third-highest arrival market to the destination which has maintained consistent growth over the years, even during uncertain times. In 2022, the UK market recorded a staggering 185.6% increase in arrivals which accounted for 179,309 visitors. The positive growth trend of this market also underscores its prominence for the Maldives tourism industry.