The Maldives Marketing and Public Relations Corporation (MMPRC) is pushing forward into the future of tourism marketing with a renewed focus on high-quality, experience-driven content that aims to position the Maldives as a top luxury destination. Speaking at the recent Dataforum, Chairman Abdulla Ghiyas emphasised the importance of creating content that resonates deeply with travellers, showcasing the Maldives as the “Rolls-Royce of tourism” while also celebrating the country’s culture and community tourism.
Ghiyas highlighted a shift in MMPRC’s social media strategy, aimed at developing content that appeals to the modern traveller. User-generated videos, particularly those featuring liveaboard experiences and underwater footage, have gained significant traction online, offering valuable insights for future campaigns. “We are committed to producing viral content and have plans for a major Summer campaign targeting the low season next year,” he said, outlining the many initiatives planned for 2025.
As part of MMPRC’s future marketing strategy, Ghiyas also discussed market-specific approaches, noting a particular focus on China, India, and Russia. In China, the corporation plans to enhance its digital presence, collaborate with key industry leaders, and ensure long-term connectivity with airlines. Meanwhile, in India, efforts will centre on building trust and brand awareness through partnerships with influencers, media, and even celebrities. Russia, a market that has not been fully explored, will see a renewed focus in 2025.
Ghiyas also stressed the importance of strategic partnerships, announcing collaborations with global brands, airlines, and tour operators to maintain the Maldives’ status as a leader in the tourism industry. MMPRC will also enhance Familiarisation (Fam) trips, media trips, and the appointment of Tourism Ambassadors, aligning these initiatives with updated brand guidelines to ensure consistency across its marketing efforts.
As the Maldives continues to attract travellers from around the globe, MMPRC remains committed to innovating and adapting its strategies to meet the evolving needs of the tourism industry.
