ITB China 2023 designates Maldives as its Official Island Travel Partner

Tuesday, August 29, 2023

ITB China appoints Maldives as the Official Island Travel Partner of ITB China 2023, emphasizing strategic partnership. The collaboration will make the top tourism destination one of the highlights of the trade expo, which will be hosted in Shanghai from September 12 to 14, 2023.

The Maldives booth will be the focal point of the island republic’s expanded participation at ITB China 2023. There will be 33 companies co-exhibiting with the Maldives Marketing & Public Relations Corporation (MMPRC), providing the ideal opportunity for domestic tourism professionals to connect with the Maldivian travel trade, establish new business relationships, and explore the endless opportunities awaiting the Chinese tourism industry in the Maldives.

MMPRC will organize a variety of onsite activities, including a raffle, and will be the sponsor of the ITB China customized and themed networking lunch on September 13th, 2023, to bring together industry experts, travel trade, media, and all other stakeholders under one roof, as well as the Presentation Hub Showcase to provide more information on the destination.

“The Chinese market is traditionally one of the most significant markets to the Maldives tourism industry.

The first direct flight from China arrived in January 2023 following a 3-year hiatus. Since then, we have observed a remarkable growth in the arrivals from the Chinese market. ITB China, the leading travel trade fair in China, will bring together industry professionals under one roof for exclusive marketing and networking opportunities. We cannot think of a better opportunity for the Maldives right now to reconnect with the Chinese travel trade and elevate the Maldivian brand to new heights,” says Mr. Thoyyib Mohamed, Chief Executive Officer & Managing Director at MMPRC.

The collaboration is one of the centerpieces of MMPRC’s strategy to enhance awareness of the Maldives as a top tourism destination for China’s outbound travel industry. Until the breakout of the pandemic in 2020, the Chinese market regularly topped the arrival charts in the Maldives.

Up to 2019, China led the list of Maldives source markets with a 16.7% market share of incoming passengers. Whereas these statistics were naturally affected during the pandemic years, the Maldives is now aiming for China to quickly reach pre-pandemic arrival figures.

Clearly committed to this goal, the MMPRC has implemented a wide range of activities, including e-learning campaigns, digital campaigns in collaboration with top Chinese apps, outdoor marketing campaigns, joint promotional campaigns, familiarization trips, social media campaigns, and a slew of other physical promotion activities to be held onsite in China for the first time since 2019.

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