Singapore Airlines (SIA) has partnered with Maldives Marketing and Public Relations Corporation (MMPRC) to jointly promote tourism and boost visitor arrivals to the Maldives. Under the one-year agreement, each organisation will invest US$180,000 in cash and US$40,000 to fund activities such as roadshows, joint marketing campaigns and familiarisation trips for media and travel industry representatives.
The activities are aimed at visitors from Singapore, Australia, China, Japan, South Korea and the United States.
According to a media statement, tourist arrivals into the Maldives increased by 6.8% year-on-year to 1.48 million for calendar year 2018. Since 2017, more than 30% of annual tourist arrivals into the Maldives have come from the above-mentioned countries. Currently, SIA and SilkAir operate a total of 16 weekly services to Malé, while including connections to other destinations in the SIA and SilkAir network.
SIA senior vice president sales and marketing, Campbell Wilson said this partnership enables the airline group to play a more active role in promoting sustainable tourism growth to the country.
“We are pleased to be working with MMPRC to boost travel to the Maldives. With nearly 140 destinations in more than 35 countries and territories in the SIA Group network, we are also well-placed to support the development of the Maldives’ tourism sector,” he added.
Meanwhile, managing director MMPRC, Thoyyib Mohamed said the campaign done in partnership with SIA will address a key component of its strategy for 2019, and will cover promotions in six important target markets.
“I am very excited that the Maldives and SIA have embarked on a joint marketing venture for the very first time. This is a huge step forward for us in our effort to promote the destination. I have no doubt that our partnership with such a prestigious airline will create incredible synergy and help raise the profile of the destination Maldives – the sunny side of life,” he added.