Ministry of Tourism, Arts & Culture
BRANDING AND COMMUNICATIONS IN TOURISM – THE MALDIVES CASE
Ali Shinan, Assistant Director
Ministry of Tourism, Arts & Culture
It’s Fascinating !
Ministry of Tourism, Arts & Culture
It’s Mesmerizing !
Ministry of Tourism, Arts & Culture
It’s Breathtaking !
Ministry of Tourism, Arts & Culture
It’s Relaxing !
Ministry of Tourism, Arts & Culture
It’s Peaceful !
Ministry of Tourism, Arts & Culture
It’s Memorable !
Ministry of Tourism, Arts & Culture
It’s Spectacular !
Ministry of Tourism, Arts & Culture
It’s Magnificent !
Ministry of Tourism, Arts & Culture
It’s Intriguing !
Ministry of Tourism, Arts & Culture
It’s Soothing !
Ministry of Tourism, Arts & Culture
History Started in 1972 First Resort: Kurumba Village Maldives (Vihamanafushi) Arrivals (1972) : 1097 Bed Capacity (1972): 270 beds
Ministry of Tourism, Arts & Culture
A Brief Introduction
Ministry of Tourism, Arts & Culture
A Brief Introduction Largest employer
~44,000 + directly employed
Contributed to growth (GDP 8-12%) in other sectors such as:
construction aviation, import export, transportation, souvenir businesses etc
Ministry of Tourism, Arts & Culture
Contribution to GDP Tourism; 36% Others; 26%
Construction, Manufacturing, Electricity & Water; 14% Transport & Communication, 14%
Fisheries &Agriculture; 3%
RealEstate; 7%
Ministry of Tourism, Arts & Culture
Tourism today •
104 Resort Islands
•
28,120 Beds
•
Tourist Arrival • End 2012: 958,027
•
Estimated 1 million visitors by 2012
Ministry of Tourism, Arts & Culture
Tourist arrivals & bed capacity 30.000
1.200.000
Bed Capacity 1.000.000
25.000
Tourist Arrivals
20.000
600.000
15.000
400.000
10.000
200.000
5.000
Bed Capacity
Tourist Arrivals
800.000
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
-
Ministry of Tourism, Arts & Culture
Accommodation type & bed capacity End 2012 Resort Islands; 22.799 ; 81,1%
Hotels; 1.627 ; 5,8% Marina 90 0.36%
Vessels; 2.503 ; 8,9%
Guest Houses; 1.101 ; 3,9%
Ministry of Tourism, Arts & Culture
Maldives Marketing and PR Corporation
Initially Maldives Tourism Promotion Board was formed in the year 1988
Maldives Marketing and PR Corporation came in to existence in 2010 on a special decree by the president.
Ministry of Tourism, Arts & Culture
Promotion Strategies • Tourism Promotion Advisory Committee TPAC • Marketing & Promotion Plan • Promotion of Maldives as a premium eco-destination • Joint promotion of destination – public & private partnership • Representation in major travel & tourism fairs • Promotion undertaken by • Maldives Tourism Promotion Board –Destination Promotion • Private tourist facility operators • Tour Operators & Travel Agents
Ministry of Tourism, Arts & Culture
Vision
“To promote Maldives as a premium Island Tourism Destination”
Ministry of Tourism, Arts & Culture
Strategic Marketing Objectives Maintain the “premium image” associated with Maldives brand
Maintain a healthy presence in the traditional markets
Promote the “Live aboard” product of the Maldives
Diversification of tourism market , specifically growing Asians, Middle Eastern and Eastern European markets
Build capability of Maldives on “online platforms”
Ministry of Tourism, Arts & Culture
Segments
Honeymooners
Divers
Luxury
Surfing & Water sports
Wellness & spa
MICE
Ministry of Tourism, Arts & Culture
Destination Logo & Slogan
Segment Focused Taglines
Maldives…the romantic side of life
Ministry of Tourism, Arts & Culture
Maldives…the colorful side of life for scuba divers and underwater enthusiasts to portray the vibrant and colorful coral reefs and their flora and fauna.
for honeymooners and couples to portray absolute privacy associated with the Maldives product.
for watersports lovers and adventure seekers to convey the wide range of water sports and other thrilling activities that the Maldives offer.
for tourists who seek revitalization of their body and mind to communicat e the spa and wellnessproduct of the Maldives.
Maldives…the thrilling side of life Maldives…the spiritual side of life
Ministry of Tourism, Arts & Culture
Top 10 Markets Name
Arrivals
2011
2012
China
198,655
229,551
UK
104,508
91,776
Germany
90,517
98,351
Italy
83,088
62,782
Russia
63,936
66,378
France
59,694
56,775
Japan
35,782
36,438
Switzerland
32,504
35,457
India
30,978
31,721
South Korea
25,285
23,933
Ministry of Tourism, Arts & Culture
Top 10 Markets 2012 250.000
229.551
200.000
150.000
91.776
100.000
98.351 62.782
66.378
56.775
50.000
36.438
35.457
31.721
Switzerland
India
23.933
-
China
UK
Germany
Italy
Russia
France
Japan
South Korea
Ministry of Tourism, Arts & Culture
Emerging Markets
Eastern Europe: Ukraine, Kazakhstan, Czech Republic, Poland
East Mediterranean Europe: Turkey
Americas: USA, Canada, Brazil???
Middle East: Saudi Arabia, Kuwait
Africa: South Africa
Oceania: Australia
Asia: Singapore, Thailand, Malaysia
Ministry of Tourism, Arts & Culture
Marketing & Promotional Activities Undertaken in 2012
Promotional Fairs
Road Shows
Familiarization Trips for Media
Global Advertising
Joint Promotions
Social Media Campaigns
Ministry of Tourism, Arts & Culture
PR Work
UK: Rooster Creative
Germany: Belcanto
China: Travel Link Marketing
India: OM Tourism
Ministry of Tourism, Arts & Culture
Fairs Participated
Ministry of Tourism, Arts & Culture
Road Shows Organized Dates
China
Beijing
17-Apr
150
Chengdu
18-Apr
200
Japan
India
Italy
Europe
MMPRC/Mega
Sponsors
Registered Participants
Cities
Shenzhan 19-Apr
Organizers
Registered Companies
Country/Market
MEGA Maldives
15
25
No. Attended
50
Hangzhou 20-Apr
150
Shanghai
21-Apr
100
Osaka
19-Sep
Fukuoka
19-Sep
Mumbai
27-Sep
Chennai
28-Sep
Rome
15-Oct
Milan
16-Oct
Prague
8-Oct
Warsaw
9-Oct
Kiev
11-Oct
MMPRC/Maldives Embassy in Singapore Airlines Japan
MMPRC/Maldivian
MMPRC/ TTG Italia
MMPRC / Maldivian
9
16
12
19
6
12
8
10
50
82
MMPRC/ JWA MMPRC/ Partner of Promotion TOTAL
650
Ministry of Tourism, Arts & Culture
Familiarization Trips Country
Details
Journalist Details
Resorts Visited
Dates
Travel Link Daily (whole of China), Online Newsletter Anantara Dhiggu (South Male’ Guangzhou Television (250 million ),Guangdong Province Atoll) Chine Group FAM Trip 11th - 14th June bases TV station Kurumba Maldives (North Dong Guan Time (1.20 million), Daily Newspaper Male’ Atoll)
China
Six Sense Laamu Lux Maldives Cocoa Island Banyan Tree Madivaru
23rd - 31st July
Kurumba Maldives Velassaru Maldives
31st July - 4th August
German Group FAM Trip
TIP Tourism Industry Professional (15,000) TIP daily (10,000), Karntner Tageszeitung (40,000), Karnten Journal (237,000), Blitzlicht Revue (20, 000) Passauer Neue Presse (180,000)
Dusit Thani (Baa Atoll) Zitahli Kudafunafaru (Noonu Atoll) Adaaran Meedupparu (Raa Atoll)
7th - 14th June
Wonder Airport Shoot, Japan
Director Saori Nakagawa Cameraman Ryuichi Kumita Soundman/ Video Engineer Shigeyuki Adachi
Adaaran Vaadoo Beach House Irufushi Hulhule' Island Hotel
5th - 12th July
Japan Group FAM Trip
7 Journalist
Zitahli Kudafunafaru Ayada Maldives
7th - 11th April
World Traveller TV Shoot
Wang /Lu Yan, TV Editor Dai /Bei Yi, Photographer Chen /Gang, Cameraman Lu /Yue Nong, Editor Name: Ms Wang/Chunchan - TV Presenter
CCTV 6
Germany
Japan
Name: Mr Zhuge/Yinan -Cameraman
Ministry of Tourism, Arts & Culture
Familiarization Trips India
India Group FAM Trip
3 Freelance Journalist Marie Claire
Dusit Thani (Baa Atoll) Anantara Dhigu Kuramathi Island Resort
UK Group FAM Trip
Amy Reading, The Sun William Leigh Lisa Potter, Marieclaire.co.uk
Vilamendhoo Island Resort (South Ari Atoll) Olhuveli Beach & Spa Resort (South Male' Atoll)
UK Group FAM Trip
Hazel Lubbock, Conde Nast titles Neil Hope, Dive Samantha Downes, Zest
Dusit Thani (Baa Atoll) Taj Coral Reef (North Male' Atoll) Four Seasons Kuda Huraa (North Male' Atoll)
26th August - 3rd September
Ukrain TV Show
Iuliia Iermolaieva Olena Shovkoplias Volovymyr Tsaruk Viktor Karpenko
Reethi Beach Island Resort Meeru Island Resort Zitahli Kudafunafaru Island Resort
19th - 27th August 2012
5th - 10th August
10th - 18th June
UK
Ukrain
Ministry of Tourism, Arts & Culture
Events
Big Game Fishing Challenge Matato Travel Awards
Photography Competition
Ministry of Tourism, Arts & Culture
Global Advertising
BBC Weather Sponsorship: August – October 2012
Ministry of Tourism, Arts & Culture
Social Media Marketing
Ministry of Tourism, Arts & Culture
Social Media Marketing
Twitter Account – myvisitmaldives
#SunnySideOfLife Twitter Campaign
Facebook Page – facebook/myvisitmaldives
Pinterest – myvisitmaldives
YouTube – visitmaldivesTV
China Weibo Account.
http://weibo.com/maldiveschina
Ministry of Tourism, Arts & Culture
Tour Operator Training
China Online Training Platform
http://www.visitmaldives.com.cn
Ministry of Tourism, Arts & Culture
Promotional Materials Promotional Materials
Total Printed
Destination guide visitors guide Resort Hotel guide Under Water kingdom
Collaterals Flag ( Big size) Flag ( Small Size) Vacuum Sticker Magnet Sticky Note Card Thumb Drive
51700 79600 40000 500 Bag Folder Note Book Umbrella Key Ring Executive pen Regular pen
Ministry of Tourism, Arts & Culture
THANK YOU !
