Media professionals from major UK media have arrived in the Maldives for a familiarization trip.

The British media professionals came to the Maldives at the invitation of the Maldives Marketing and Public Relation Corporation (MMPRC).

The MMPPRC clarifies that the familiarization trip is titled “Maldives as a must-visit destination” and that the team will stay in the Maldives from May 03 to May 08, 2022.

MMPRC revealed that the team consisted of media professionals from The Sun, Sunday Mail, Hello Magazine, House of Coco Magazine and About Time.

During this trip, they will be accommodated at The Standard Huruvalhi Maldives and Fairmont Maldives Sirru Fen Fushi resorts, where they will experience world-renowned Maldivian hospitality, unique experiences and different cuisines at their host properties.

The team will publish articles about the destination and the host resorts in their respective magazines and publications, which have a wide reach among UK travellers.

MMPRC says the purpose of the trip is to further promote the destination to potential travelers from the UK. The trip is expected to generate extensive coverage highlighting the unique geographical advantage of our scattered islands and the one island, one resort concept that makes the Maldives one of the safest holiday destinations in the world.

Additionally, it will help promote the unique experiences and individual tourism products of the Maldives.

This trip is organized as part of MMPRC’s marketing strategy for the UK market, aiming to provide the latest information on travel guidelines to potential travelers to the region.

This trip is also part of a new short-term strategy designed by MMPRC to deal with the changing geopolitical climate in the world following the effects of the Russian-Ukrainian war. With Russia and the CIS leading in arrivals figures in recent years, the strategy aims to mitigate the potential negative impact on the number of arrivals from this region by redefining marketing activities in certain markets in order to minimize the potential negative effects on the Maldives tourism industry and the nation’s economy.

The MMPRC expects the familiarization trip to increase arrivals and bookings from the UK to the Maldives.

So far this year, MMPRC has run a brand awareness campaign with News UK. A digital campaign with Destination2 and joint marketing campaigns with IF ONLY and Kuoni UK are also underway for this market. Several other marketing and advertising activities are underway for this market this year, including a proposal to participate in the World Travel Market 2022.

The UK is one of the main source markets for the Maldives, with the market growing exponentially over the years. As of April 28, the Maldives welcomed 560,996 tourists, including 73,107 from the UK.

The UK is the main source market for this period, with 13% of the total market share.