Maldives redefines MICE campaign

Meetings in natural surroundings

Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) and the Embassy of the Republic of Maldives in the United Arab Emirates officially launched MMPRC’s MICE-tourism focused campaign ‘Redefining MICE’ for this region.

Chief Executive Officer & Managing Director of MMPRC, Thoyyib Mohamed, and Chief Marketing Officer of MMPRC, Fathimath Afra, together with Aminath Shabeena, the Ambassador of the Maldives to the UAE, attended the event.

CEO & MD Mohamed revealed the importance of the Middle Eastern market to Maldives tourism in the wake of Covid-19 recovery efforts. He further detailed the official launching of MMPRC’s ‘Redefining MICE’ campaign for the region, aimed specifically at developing MICE tourism arrivals to the Maldives. He also spoke on the many exciting plans to celebrate the Golden Jubilee of tourism in the Maldives, and detailed activities that visitors to the Maldives can look forward to this ongoing year.

Last year, the Maldives welcomed 91,413 tourists to the country from the Middle Eastern market with Saudi Arabia ranked as the top 7th market to Maldives. From January to March this year the country has recorded 21,117 arrivals from the Middle East market.

MMPRC has planned several activities targeting the Middle East market under the effort to maintain destination visibility. This includes joint-marketing campaigns, webinars, participation in major fairs and exhibitions, roadshows, and hosting familiariation trips.