The Maldives Marketing and PR Corporation (MMPRC)’s move to change the common perception of the destination as one that is solely for honeymoons and luxury escapes is paying off.
Since its launch in October 2021, Maldives’ Redefining MICE Global campaign has been well received by meeting planners and delegates alike, shared MMPRC’s CEO and managing director, Thoyyib Mohamed, who added that “tons of media coverage and publicity” are in the bag.
The campaign aims to position the Maldives as a unique destination for business gatherings. Instead of focusing on event venues – something that other destinations tend to do, Thoyyib and his team are promoting natural beauty and activities, such as snorkelling with manta rays and swimming with whale sharks. The intention is to redefine the business environment and demonstrate that the Maldives has exciting venues for different types of events.
Thoyyib said: “Imagine scenic views, cocktails on the beach, and an array of stimulating experiences at luxury properties. Imagine having a teambuilding activity on a private beach or business negotiations on a liveaboard in the middle of the ocean (surrounded by) the open sky and sounds of lapping waves.”
The campaign also encourages business travellers to extend their stay in the Maldives by merging business with leisure, and shows how they can curate their own holiday experience.
Redefining MICE Global will be an ongoing project spilling into 2023, said Thoyyib.
It will join other campaigns that seek to strengthen the destination’s tourism performance. The other critical goals are to increase arrival figures for the dive tourism segment, and to encourage visitors to take part in sustainable tourism practices.
