Sunny Side of Life: MMPRC's Vibrant Promotion at WTM Africa

The World Travel Market (WTM) Africa took place from April 3-5, 2023, in Cape Town, South Africa, with participation from the Maldives Marketing and Public Relations Corporation (MMPRC) and 21 other participants, who represented 13 different firms. Participating in WTM Africa will assist the Maldives increase its brand recognition in the South African market, connect with the travel industry, and provide information on the most recent developments in the Maldives tourism sector.

WTM Africa is the largest and only business-to-business (B2B) event in Africa for the inbound and outbound travel and tourism markets, attracting over 6,000 professionals from the travel industry. In order to provide travel professionals in this region with the advantages and opportunities provided by the knowledge of the international industry, WTM Africa was established in 2014 under the aegis of Africa Travel Week. The fair will be attended by corporate travel decision-makers, potential investors, tour operators and travel brokers with VIP clients, and other industry experts.

Maldives was shown at a 60 sqm stand that was created to highlight the breathtaking landscape of the Sunny Side of Life. The booth had been designed to be the perfect location for enjoying the splendour of the Maldives while conducting effective meetings and taking part in activities like trade surveys and social media amplification efforts. Along with its business partners, Visit Maldives displayed the services, activities, and areas of Maldivian tourism. Also, business partners had the chance to interact with the South African market and forge connections that might improve the connection between Africa and the Maldives.

Participation by MMPRC in WTM Africa will promote the Maldives as a top vacation spot for prospective long-distance travellers, accomplish targeted growth for tourism products, and boost visitor numbers across a range of demographics.

South Africa is a promising market for the Maldives since it has shown steady growth over the years and because South African tourists are very interested in visiting the Maldives. By March 25th 2023, The Maldives had received 1,917 visitors from the South African market. MMPRC has been working with Voyages Afriq, an African travel and tourism publication, to promote the Maldives in this market. They have also planned a collaborative campaign with Thompsons Vacations for 2023 that would target South African tourists.