Maldives Marketing and Public Relations Corporation (MMPRC) has commenced a series of marketing activities in South Africa.
The activities include a roadshow under the theme “Journey to the Sunny Side”, in multiple cities targeting a wider audience to maximise the Maldives brand exposure during the World Travel Market Africa 2019 (WTM Africa 2019) held from April 10-12.
The first roadshow of the series was held in Johannesburg and Cape Town on April 8 and 9, respectively. The roadshow serves as a platform for Maldives tourism industry partners to showcase their products, whilst networking with the travel trade industry and media of South Africa.
In order to maximise the outcome from the roadshows, MMPRC has planned several activities such as a social media campaign, virtual reality showcase of Maldives and tasting of local snacks. A raffle draw also gave five winners free holidays in the Maldives, thanks to sponsors such as Robinson club Maldives, Villa Hotels, and Crown & Champa Resorts.
In 2018, the South African market showed a 9.9 per cent growth in arrivals to the Maldives.
The growth in arrivals from South Africa has been boosted by direct flights between the Maldives and South Africa by the country’s flagship carrier South African Airways. A 300-seater Airbus A340 jet is used for the weekly service between O. R. Tambo International Airport in Johannesburg and Gan International Airport in the southernmost Addu atoll of Maldives.
“With the direct connection from Johannesburg to Gan International Airport, MMPRC and industry partners foresee a greater potential in the market. Thus, ‘Journey to the Sunny Side’ and WTM in South Africa will enable the Maldives and its partners to tap the market in a significant way,” a statement issued by MMPRC read.