Marketing Featured South Asia

Maldives’ tourism marketing arm ties with Qatar Airways to boost inbound air traffic to Maldives

Maldives – The Maldives Marketing and Public Relations Corporation (MMPRC), the national tourism office of the Maldives responsible for carrying out promotional activities, has signed a Memorandum of Understanding (MOU) with the flag carrier airline Qatar Airways, aimed at increasing inbound air traffic to the Maldives. 

The MOU was signed at the Qatar Airways Stand, on the sidelines of the Arabian Travel Market (ATM) last 9 May 2022, at the Dubai World Trade Center. It was signed on behalf of Thoyyib Mohamed, MMPRC’s CEO and managing director, and Thierry Antinori, Qatar Airways’ chief commercial officer.

As per the agreement, both partners will be launching joint promotional and marketing activities in key identified markets, with the objective of increasing inbound air traffic to the Maldives. The activities include launching joint B2B and B2C campaigns, organising familiarisation trips for travel partners and media influencers, and working on joint activities with trade partners. It further stipulates aligning on future plans, with both parties assessing and contributing in order to implement the activities within the target markets to promote the Maldives as a travel destination.

Speaking at a panel discussion held during the 9th Arab Aviation Summit in Dubai earlier this year, Mohamed noted that the tourism and the aviation industry should work closely together to overcome challenges. He had also referred to the important role the Middle East plays as a growing source market for the Maldives, as well as the central hub for a large number of tourists. 

MMPRC is currently representing the Maldives at ATM 2022, the global event for the inbound and outbound travel industry in the Middle East. It aims to support the travel industry and facilitate important business connections.

In January 2022, MMPRC has partnered with British mass media firm News UK, to launch a new campaign that aims to drive brand awareness for the country as a holiday destination.