Maldives Marketing and Public Relations Corporation (MMPRC) together with Thompsons Holidays has launched a joint marketing programme in South Africa. Held from April to July 2023, the campaign will include a range of unique activities such as digital media, social media and outdoor advertising as well as various B2B events.
The main purpose of this campaign is to establish the Maldives as a preferred holiday destination for all potential long-haul travellers from South Africa across all target segments. This will ultimately help to boost arrival figures from the promising market. Moreover, running a joint marketing campaign alongside a leading brand such as Thompsons Holidays will assist in elevating the Maldives presence in the South African market.
Thompsons Holidays is among the largest tour operators in South Africa with a reputed background in staff, exceptional service and quality products. Passionate about travel, they have been operating for the last 40 years and are expected to bring a wealth of expertise and knowledge to the campaign, having curated multiple holidays to highly sought-after destinations like the Maldives.
Under this campaign, a total of 18 activities will be carried out in South Africa. Some of the highlights of this programme include a travel agent incentive programme that encourages sales to the Maldives, and a dedicated social media campaign promoting the Maldives as the ideal beach getaway destination. Similarly, an outdoor advertising campaign will also be conducted as part of the activities.
In 2021 and 2022, the Maldives welcomed 16,347 tourists and 14,840 tourists from the South African market respectively. The arrival figure for this emerging market surpassed the pre-pandemic arrival numbers in 2021, indicating a strong potential for growth for this market. Likewise, the potential for growth was also observed during the World Travel Market (WTM) Africa held last month, which augmented MMPRC’s commitment to further strengthen the Maldives brand in South Africa.