Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) announced their debut participation at EUDI Show 2023 and 07 industry partners, showcasing the Maldivian underwater beauty in Italy. The EUDI Show is the most important European exhibition event dedicated to the world of diving. This year’s event was held in BolognaFiere from 13th to 15th October 2023.
The European Dive Show (EUDI) was an important B2C event in the diving industry, creating business opportunities for divers, liveaboard and adventure enthusiasts, and sustainability-conscious travellers. This fair provided opportunities for industry professionals to present their products and services to a broad audience and showcase their latest travel plans to consumers. It also offered excellent collaboration opportunities and chances to strengthen relationships with new partners.
Throughout the event, MMPRC aimed to increase penetration for dive-focused products, including liveaboards, resorts, and guesthouses. The stand activities at the fair included in-person meetings with specialised diver operators and agents, distribution of promotional materials, and the collection of market intelligence about dive and water sports through meetings and consumer surveys. There were also social media promotions and amplification activities at the stand. MMPRC also had colouring book activities designed for children. A flash card activity was also conducted at the podium to give more information about our marine animals, including their Dhivehi names. The overall stand design portrayed the Maldives as an immersive diving destination, highlighting the underwater beauty of the Maldives.
The Maldives tourism sector had deep-rooted ties with the Italian market, dating back to its inception when the first Maldives visitors were Italians, establishing enduring connections between the Maldives and the Italian market. Italy, one of the Maldives’ traditional markets, was ranked in the top 10. As of October 2023, Maldives had welcomed over 84,093 travellers from the market, a 36% increase in arrivals compared to the previous year.
MMPRC consistently strengthened the presence of Maldives in the Italian market through a 360-degree marketing approach. MMPRC conducted an Italian media familiarisation trip and participated in TTG Rimini 2023 from 11th to 13th October 2023. Another key event held earlier this year was the Visit Maldives Storytellers’ Conference, in which Italian participants who took part generated a prominent presence and coverage. Seasonal flights from ITA Airways resumed operations from December onwards, a positive sign that could have increased the Italian arrival figures.