Maldives Marketing and Public Relations Corporation (MMPRC) has launched a joint marketing campaign with Travelbag (DNAT UK) to promote the Maldives as the ideal holiday destination in the UK market.
Travelbag is one of the largest air and travel service providers. In a statement, MMPRC revealed that this collaboration will run from March to the end of May 2025. The main target of this campaign is B2C audiences to promote the Maldives as the ideal holiday destination in the UK market.
With over 45 years of experience, Travelbag focuses on creating personalised luxury travel experiences, including multi-island holidays and stays at high-end resorts. The company operates eight retail shops across the UK, and 95 per cent of bookings are made offline through these shops or call centers. Additionally, they specialise in luxury destinations, such as the Maldives, which is a popular choice for UK travellers, where continued growth is seen in both average booking value and overall bookings for the Maldives.
MMPRC stated that the campaign will target a specific demographic such as couples, honeymooners, families, solo and group travellers, utilising Travelbag’s established customer base for cost-effective, focused marketing.
With a cross-channel approach encompassing both retail and digital platforms, the campaign maximises reach and engagement, connecting with potential customers at multiple touchpoints. Aligned with MMPRC’s strategies for the UK market, this initiative focuses on multi-faceted advertising and promoting the Maldives’ diverse offerings, including luxury resorts, liveaboards, diving, family holidays, and experiences related to nature, conservation, and the pristine Maldivian environment.
With an estimated reach of over 1.7 million, the campaign aims to achieve an estimated GBP 10,680 per booking in revenue during the campaign period.
The UK is the third-highest arrival market to the Maldives. As of 05th April 2025, 70,561 UK travellers arrived with a market share of 10.6 per cent. As one of the most significant markets for Maldives tourism.
MMPRC conducts various marketing activities in the UK market. In 2024, MMPRC successfully conducted the ‘Discover Maldives’ Webinar Series, participated in WTM London 2024, and hosted a Maldives Media Meet during WTM London to further strengthen ties with key stakeholders.
Looking ahead to 2025, MMPRC plans to enhance Maldive’s presence and drive tourism growth, including collaborative ventures with major airlines; campaigns with OTAs; partnerships with TV shows and tour operators; media and influencer familiarisation trips; digital campaigns; and participation in major travel trade fairs such as WTM London 2025. Ultimately, MMPRC’s marketing initiatives in the UK market aim to solidify the Maldives’ position as a premier destination for discerning UK travellers.
