The Sunny Side of Life: The Maldives’ diverse tourism showcase at ITB China 2024

The Maldives is ITB China’s Official Partner Destination this year, presenting a full tourism offer of natural beauty and rich cultural traditions

ITB China News spoke with Ms Fathmath Thaufeeq, CEO & Managing Director of MMPRC/Visit Maldives, about what the destination is presenting at the show, how this goes beyond sea, sand and sun, and the importance of Chinese travellers.

How did tourism perform in the Maldives in 2023? What are your goals and predictions moving forward?
The past year holds a great significance for us, finally surpassing pre-pandemic arrival numbers with over 1.8 million tourists by the end of the year. I don’t think it surprised anyone in the Maldives with how hard our tourism industry stakeholders have been working towards a complete recovery of the sector, but it is still a very substantial milestone for our island nation.
For this year, we have an even more ambitious goal of reaching 2 million visitors, and I am happy to report that we are definitely on track. In the first four months, the Maldives has already surpassed 750,000 visitors, more than a third of the final figure we are aiming to reach.

From luxurious adult-only escapes to family-friendly havens, the Maldives offers something for everyone.

The Maldives is the official partner destination of ITB China 2024. What are you highlighting at the show this year?
The Maldives stand at ITB China this year is focusing on showcasing the natural beauty of the “Sunny Side of Life” alongside fun and exciting displays of our rich culture and traditions. The Maldives stand at the fair is a dynamic and informative experience for visitors. We are facilitating productive B2B meetings and media interviews with travel professionals, while embarking on a sensory journey through the “Sunny Side of Life” with authentic Maldivian cuisine and cultural demonstrations. A major highlight for us this year is the press conference scheduled today, providing an invaluable platform for media engagement and industry dialogue. Throughout the fair, we will also be disseminating comprehensive promotional materials showcasing the latest products, services, and experiences available in the Maldives.

What experiences does the Maldives offer tourists beyond sun, sand and sea?
The Maldives transcends its reputation for sun, sand, and sea. We cater to diverse experiences, whether travellers prefer to dive beneath the waves with vibrant marine life or explore with liveaboard adventures. Travellers can immerse themselves in Maldivian culture through local island guesthouses which provide a glimpse into authentic life and the rich traditional cuisines. From luxurious adult-only escapes to family-friendly havens, the Maldives offers something for everyone. Each resort offers the ultimate privacy with our one-island-one-resort concept for ultimate relaxation. Whether you crave adventure, cultural immersion, a remote work escape, or a focus on wellness, the Maldives personalises experiences to individual desires.

Chinese tourists are very important to the Maldives. Ms Fathmath Thaufeeq underlined that excluding the pandemic, China has been one of the top arrival markets for the Maldives for a decade. Earlier this month, China became the number one source with 91,073 tourist arrivals. She pointed out that the revival of direct inbound tourists from China in 2024 has helped “propel the industry forward”: “We have recently initiated direct flights from various Chinese provinces, such as Fujian and Beijing, showcasing just how important inbound tourism from China is to the Maldives.”

Given the importance of this market, the Maldives is also aiming to adapt their tourism offer specifically for Chinese tourists. This includes strategic digital promotions on leading Chinese platforms, impactful visibility activations, and collaborative promotional efforts with key industry partners. Ms Fathmath Thaufeeq stated that this strategic approach, in addition to the resumption of direct flights, “has positioned the Maldives to solidify its position as the premier destination for Chinese travellers.”


“Maldives Media Meet”
27 May 2024
Meeting Hub A

生活中充满阳光的一面:马尔代夫多元化旅游亮相2024 ITB China

马尔代夫是今年2024 ITB China的官方目的地合作伙伴,将展示丰富的旅游资源,从自然美景到深厚的文化传统。

马尔代夫旅游局——马尔代夫市场营销与公共关系公司( MMPRC/Visit Maldives)的执行总裁兼首席执行官Fathmath Thaufeeq女士接受ITB China新闻采访,介绍该目的地在本届展会上的展示重点,除了阳光、沙滩和海洋之外,她还强调了中国游客的重要性。


问:马尔代夫是2024 ITB China的官方目的地合作伙伴,在展会上将有哪些展示重点?


中国游客对马尔代夫来说至关重要。Fathmath Thaufeeq女士强调,除了疫情期间,中国一直是马尔代夫十年来重要的游客来源市场之一。本月初,中国成为马尔代夫最大的客源地,共有91,073名游客抵达。她进一步指出,2024年中国直接入境游客的复苏有助于“推动行业向前发展”:“我们最近开通了多条来自中国各省市的直达航班,例如福建和北京,显示出中国入境游客对马尔代夫旅游业的重要性。”

鉴于中国市场的重要性,马尔代夫还计划专门为适应中国游客而调整旅游产品。包括在中国主要旅游平台上进行战略数字推广,提高影响力和能见度,以及与关键行业合作伙伴的联合推广努力等。Fathmath Thaufeeq女士表示,这些战略措施,加上直达航班的逐步恢复,“巩固了马尔代夫在中国游客心目中首选目的地的地位”。


时间:下午 2:00-3:00
会议中心 A

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