Maldives Marketing and Public Relations Corporation (MMPRC) has concluded a familiarisation trip in collaboration with Singapore Airlines (SQ).

The trip was held from 29th May to 4th June 2023. This familiarisation trip provided participants from the Chinese market with an immersive experience of the world-class Maldivian hospitality, focusing on affordable luxury and sustainability in the Sunny Side of Life.

The familiarisation trip commenced 31st May 2023, following the Visit Maldives Storytellers' Conference 2023. It featured representatives from various publications and social media platforms, with a specific focus on the mass market.

This trip generated extensive coverage that highlighted the unique geographical features of the Maldives and its one-island-one-resort concept, along with the exceptional experiences that have made the Maldives one of the world's most sought-after holiday destinations.

With an estimated combined reach of 1,270,000, leading publications and platforms such as Travel+Leisure, City Traveller, Conde Nast Traveller, and Voyage provided coverage that reached a wide audience.

During the trip, participants had the opportunity to engage with consumers on social media, share first-hand experiences of Maldivian hospitality through local life experiences, and promote the destination's sustainability efforts. The trip showcased the range of unique experiences available in the Maldives, highlighting its position as a top destination and environmentally-friendly getaway.

MMPRC aims to promote the Maldives as a safe and attractive destination for Chinese travelers through this activity. China has consistently been in the top 10 source markets for the Maldives in terms of arrivals pre-pandemic, and despite the challenges posed by the pandemic, the market is showing promising signs of recovery.

In the first quarter of 2023, 17,691 Chinese tourists visited the Maldives, and the Maldives aims to leverage its presence on various platforms to gain a competitive advantage over other destinations.