Maldives to splash out on biggest-ever marketing

Visit Maldives Year 2016 gives out 365 days of free holidays
The Maldives are gearing up for their biggest and most ambitious international marketing campaign, Visit Maldives Year 2016, which will give out 365 days of free holidays, festivals and trade events as part of the celebrations.
Officially unveiled at a UNWTO conference in the Maldives last week, the country’s biggest promotions drive so far will cost close to US$10 million. There will be roadshows, participation at trade fairs and events for the private sector and for government agencies.
The Maldives has been designated the partner host country for ITB Berlin 2016, to which the country will send its biggest-ever delegation, including a cultural troupe.
For consumers, resorts are offering 365 days of free stays in competitions to be held on social media and at roadshows and overseas travel fairs, while Visit Maldives Year ambassadors are to be appointed among guest arrivals.
The Maldives target 1.4 million arrivals this year and 1.5 million in 2016. The 2016 campaign is crucial as it tackles European and North American source markets, for which there has been little promotion in the past. Recent efforts mostly targeted China and traditional source markets.
TTG Asia


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