As bilateral relations between the two nations continue on the path to improvement, the Maldives Marketing and Public Relations Corporation (MMPRC) is amongst the organisations leading efforts to revitalise tourism from the Indian market. In an exclusive interview, Ibrahim Shiuree, CEO and Managing Director, MMPRC, provided a comprehensive overview of the strategies and initiatives designed to reverse the recent decline in Indian tourist arrivals.
With an ambitious vision and a multifaceted approach, Shiuree outlined the corporation’s plans to not only reclaim India as the top source market but also explore untapped opportunities across various sectors.
Record-Breaking Achievements Amidst Market Fluctuations
Ibrahim Shiuree articulated the organisation’s strategic endeavours to reinvigorate Indian tourist arrivals. The Maldives has achieved significant milestones, particularly in February, recording the highest daily tourist influx with 10,213 arrivals. Notably, on June 27, the country welcomed its one-millionth visitor for the year, surpassing expectations by several weeks.
India, an essential source of outbound tourists and one of the major source markets for the Maldives has contributed significantly to these figures. As of July 28, 2024, the Maldives had welcomed over 71,000 tourist arrivals from the Indian market, accounting for a 6.2 per cent market share of total tourist arrivals.
Addressing the Indian Market’s Decline
Acknowledging the decline in Indian tourist numbers, which now ranks as the sixth largest source market, Shiuree attributed this to seasonal variations and heightened competition from other destinations. He emphasised MMPRC’s proactive measures, including targeted marketing campaigns and roadshows, designed to stimulate interest and an uptick in arrivals from India.
Collaborative Ventures with the Indian Government
Shiuree highlighted recent high-level engagements with the Indian Ministry of Culture, revealing a mutual eagerness to diversify the tourism portfolio beyond traditional avenues. Discussions encompassed innovative sectors such as film, education, and health tourism, reflecting a shared commitment to exploring and capitalising on these nascent opportunities.
Expectations and Strategic Roadmap for 2024
Looking ahead, MMPRC aspires to restore India’s status as the top source market, a position it held for three consecutive years. Upcoming trade shows, including those in Bangalore and other Indian cities, are expected to play a pivotal role in regaining lost momentum. Shiuree outlined plans for an array of promotional activities, including familiarisation trips (FAM trips) and extensive roadshows in tier-two and tier-three cities across India.
The Maldives is also witnessing an upsurge in arrivals from unconventional markets, with Poland now featuring in the top ten source markets and Bangladesh showing substantial growth.
Expanding Wedding Tourism
Wedding tourism, particularly among Indian visitors, has emerged as a significant focus for MMPRC. Shiuree emphasised the Maldives’ popularity as a premier wedding destination and highlighted efforts to make the process seamless for international couples. The MMPRC plans to expand its offerings and facilitate easier arrangements for wedding ceremonies, catering to the growing demand from Indian and global markets.
Simplified Processes and Future Prospects
Shiuree reassured potential visitors of the ease of travel to the Maldives, with a straightforward visa-on-arrival process facilitating a 30-day stay. He stressed that enhancing flight connectivity remains a priority, contingent upon generating sufficient demand through diversified marketing efforts.
Beyond traditional sectors, MMPRC is set to delve into sports tourism, education tourism, and the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. The Maldives aims to foster academic exchanges and research collaborations, alongside promoting wellness and culinary tourism, aligning with global trends.
Engagement with Creative Industries
In a bid to position the Maldives as a prime destination for film tourism, MMPRC is in talks with notable figures from Bollywood and other film industries.
Commitment to Sustainability
Sustainability remains a cornerstone of MMPRC’s strategy. The Maldives as a destination has underscored the importance of eco-tourism and sustainable practices, focusing on the development of underutilised islands to enhance the Maldives’ tourism offerings while preserving its natural heritage.
