The Maldives was named "Best Long-Haul Destination of the Year" at the UK Food and Travel Magazine Reader Awards 2022, which were presented on January 19, 2023, at London's Royal Automobile Club. Competing against places including Canada, Ecuador, Fiji, Japan, Namibia, Seychelles, South Africa, South Korea, and the Caribbean, The Maldives won the championship.
One of the top gastronomic travel publications in the world, UK's Food and Travel Magazine has 7 worldwide versions. Food and Travel Magazine has been published by Green Pea Publishing ltd for the past 25 years. Since the publication's founding, the Food and Travel Magazine Reader Awards have been a highlight in the hospitality and travel sectors. With honours bestowed in 23 categories, including the top eateries, chefs, hotels, locations, tour guides, cruise lines, and airlines, it honours and recognises the "crème de la crème" of the tourism sector's food and beverage industry.
Over the years, the UK has consistently ranked among the top source markets for the Maldives. With 10,025 arrivals (8.2% of the market share) as of January 22, 2023, the UK was the third-largest source market for visitors to the Maldives. With 179,309 visitors, the Maldives saw an increase in visits from the UK of 185.6% in 2022.
In order to keep the momentum for the destination going, hosted a number of events in this area last year. This involves attending important trade exhibitions like WTM London 2022, going on familiarisation visits, and participating in destination roadshows in London, Manchester, and Newcastle. It also includes joint marketing initiatives like the one with British Airways. Throughout 2023, a lot of similar events are also scheduled for this market.
178 marketing actions in total in 2022. Over 90 marketing efforts, 44 fair appearances, six roadshows, ten virtual events, eighteen familiarisation tours, and ten additional international events were all included in this. The Maldives received its 1.6 millionth visitor for the year in December 2022, two weeks before the year's conclusion, achieving the national tourist arrivals goal established by H.E. President Ibrahim Mohamed Solih for the year 2022. Additionally, the Maldives won the title of "World's Leading Destination" at the 2022 World Travel Awards for the third consecutive year. For the first time in the history of our country, was also given the coveted title of "World's Leading Tourist Board."