Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has initiated marketing the destination at the leading global tourism event held in the African continent, World Travel Market (WTM) Africa 2022. The event will be hosted at Cape Town International Convention Centre (CTICC), from 11-13 April 2022 in the South African capital city, Cape Town.
WTM Africa is one of the six shows in the WTM portfolio. The WTM Africa show was launched in 2014 under the Africa Travel Week umbrella to bring the benefits, opportunities, and expertise from the global travel trade to travel professionals in this region. WTM Africa estimates participation from over 6000 travel industry professionals. Similar to the WTM flagship events like WTM London, or ATM in Dubai, WTM Africa delivers a platform for travel trade industry buyers, sellers, and media representatives to connect, network, and hold pre-scheduled meetings and appointments in order to form mutually beneficial relationships and create business opportunities. The event is frequented by corporate travel decision-makers, potential investors in hospitality, leisure, and travel, and tour operators and travel agents with VIP clients.
The Maldives is represented at this event by MMPRC along with 11 co-exhibitors, namely W Maldives (Sheraton Maldives Full moon), Robinson Club Maldives, VILLA Hotels & Resorts, Capital Travels & Tours, Cocoon Maldives, Travel Escape Maldives, Sun Siyam Resorts, Soneva, Resort Life Travel, Brennia Maldives and Let’s Go Maldives.
Through this event, MMPRC targets to increase penetration for various tourism products, including luxury resorts, hotels, guesthouses and liveaboards from the African market. We also aim to market the luxury experiences available in the destination, promote the unique scattered geography of our islands which provides natural social distancing for visitors, making it one of the safest destinations to vacation. Participation in this event is aligned with MMPRC’s marketing strategy for the African market. This strategy is based on maintaining destination momentum and increasing bookings and arrivals from this market while providing the latest information of the destination and guidelines for the travel trade and potential travelers.
Africa is an important market to the Maldives, with arrivals from countries like South Africa increasing gradually over the years. Over 70 percent increase in arrivals observed between 2019 and 2021 from the African market, and in 2021 South Africa ranked as the 17th top source market to the Maldives. Last year MMPRC participated in WTM Africa Virtual 2021 and organized two Media Familiarization trips as part of the effort to increase bookings and arrivals from this market. MMPRC currently has one ongoing campaign for this market in collaboration with Air Seychelles. Upcoming activities for the African market include a roadshow in Cape Town, Johannesburg & Durban, two media fam trips, online training for travel agents, campaigns with tour operators and joint promotion with airlines.
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