The Maldives Marketing and PR Corporation (MMPRC) unveiled a comprehensive vision for promoting the Maldives as a premier travel destination in the Chinese market during the ‘Maldives Media Meet’ at ITB China 2024. Deputy Managing Director of MMPRC, Mr. Zihuny Rasheed, delivered the opening remarks and detailed the strategic plans to a gathering of key Chinese and international media professionals.
In his address, Mr. Rasheed highlighted the Maldives’ recent accolade of being named the Indian Ocean’s Leading Green Destination by the World Travel Awards. He emphasised the honour of receiving this title for the first time and underscored MMPRC’s commitment to eco-conscious tourism. This recognition aligns with the growing global demand for sustainable travel and reinforces the Maldives’ leadership in promoting environmentally friendly tourism initiatives.
Mr. Rasheed’s presentation spotlighted several ambitious targets, including the national annual arrivals goal of 2 million tourists. He noted the significant impact of Chinese tourists on recent arrival figures and stressed the importance of enhancing connectivity to further cultivate this vital market. The launch of new direct flights from key Chinese provinces such as Fujian and Beijing was highlighted as a major step towards making travel to the Maldives more convenient for Chinese visitors. This focus on accessibility is complemented by cultural exchanges, exemplified by recent collaborations with the Fujian Provincial Delegation.
The presentation also emphasised the importance of partnerships and positive alliances in achieving these targets. Mr. Rasheed acknowledged the efforts of industry leaders and the governments of both nations in reaching notable milestones over the past months. Looking ahead, MMPRC plans to conduct a series of roadshows in various Chinese cities in June and July to further promote the Maldives under the ‘Sunny Side of Life’ brand and strengthen connections with Chinese travel agents and media.
The event also featured the signing ceremony for a Memorandum of Understanding (MOU) between Visit Maldives and Weixin Pay, marking the beginning of a strategic partnership aimed at reaching the vast Chinese audience through Weixin Pay’s extensive digital payment network.
In concluding the presentation, MMPRC reiterated its dedication to upholding the Maldives’ world-renowned brand prestige. The corporation remains committed to sharing the narrative of the ‘Sunny Side of Life’ to ensure that the Maldives continues to be a beacon of excellent sustainable tourism. MMPRC aspires to preserve and share the Maldives’ magnificent natural beauty and rich cultural legacy for future generations.
The exclusive ‘Maldives Media Meet’ press conference, held on 27 May 2024 at Meeting Hub A, Shanghai World Expo Exhibition & Convention Center, was led by DMD Zihuny Rasheed and featured Minister of Tourism, Ibrahim Faisal, as a VIP Speaker. The event was attended by key Chinese and international media professionals, further cementing the Maldives’ position as a leading tourist destination.
