The Maldives launches “Welcome India” to boost Indian tourism, aiming to restore India as a top market through strategic efforts.
In a strategic move to boost tourism, Ibrahim Shiuree, CEO and Managing Director of Maldives Marketing & Public Relations Corporation (MMPRC/Visit Maldives), has announced an ambitious goal: to reinstate India as one of the top three tourism markets for the Maldives. This initiative comes in the wake of a diplomatic dispute that had previously dampened Indian tourist arrivals to the island nation.
“Welcome India” Initiative: Re-engaging with a Key Market
The “Welcome India” initiative is central to the Maldives’ strategy to rekindle interest among Indian travelers. In an interview with The Indian Express, Shiuree detailed the plan, which includes a series of high-profile roadshows in major Indian cities such as Delhi, Mumbai, and Bengaluru. These events are spearheaded by Maldives Tourism Minister Ibrahim Faisal, who is currently on a six-day visit to India to promote this initiative.
As it stands, India ranks sixth among the Maldives’ top ten tourism markets. With 71,381 Indian tourists visiting the Maldives as of late July 2024, Indians currently make up 6.1% of the total tourist market share. The Maldives aims to significantly increase this figure and restore India’s position as one of its top three tourism markets, alongside China, which currently holds the top spot.
Strategic Campaigns and Promotional Efforts
To achieve this ambitious target, the country is employing a data-driven approach to implement a variety of promotional strategies. These strategies emphasize the diverse accommodations, exceptional services, and unique selling points that make the Maldives a coveted destination. One key aspect of these campaigns is to position the Maldives as a year-round destination, offering attractive deals and promoting its affordability and proximity as a short-haul destination for Indian travelers.
Enhancing Connectivity
A critical component of the “Welcome India” initiative is enhancing connectivity between India and the Maldives. Currently, five airlines operate multiple weekly flights between the two countries. The Maldives is actively exploring opportunities to increase this connectivity by adding more direct flights from various Indian cities to different regions within the Maldives. This increased accessibility is expected to make travel to the Maldives more convenient and appealing for Indian tourists.
Promoting Reciprocal Tourism
Shiuree also highlighted the reciprocal nature of tourism between the two countries. Many Maldivians travel to Indian cities for medical tourism, leisure, and shopping, reflecting a strong bilateral relationship. By fostering this reciprocal tourism, the Maldives aims to not only attract more Indian tourists but also to strengthen the overall ties between the two countries.
Aiming for Mutual Growth
The overarching goal of the “Welcome India” initiative is to attract more Indian tourists while simultaneously strengthening the tourism ties between India and the Maldives. Through targeted promotional efforts, increased connectivity, and strategic campaigns, the Maldives is committed to re-establishing India as a key tourism market. This initiative is expected to foster a mutually beneficial relationship, driving growth and prosperity in the travel and tourism sector for both nations.
The Maldives’ dedication to revitalizing its tourism relationship with India underscores its commitment to enhancing international ties and promoting cultural exchange through tourism. As these efforts unfold, the country hopes to see a resurgence in Indian tourist arrivals, reaffirming its status as a premier destination for travelers from around the world.
George is the News Feed Manager, Content Creator, and Social Media Manager at the TravelDailyNews network of online newspapers. At the same time, he is completing his studies in the Department of Business Administration at the Athens University of Economics and Business.
