The Maldives Marketing & Public Relations Corporation (MMPRC), also known as Visit Maldives, has recently initiated a collaborative marketing campaign in South Africa in partnership with Thompsons Holidays. This joint program, spanning from April to July 2023, encompasses a variety of unique activities such as digital media promotions, social media engagement, outdoor advertising, and business-to-business events. The primary objective of this campaign is to position the Maldives as a top-of-mind destination for potential long-haul tourists from the South African market and bolster arrival numbers across different travel segments.

Thompsons Holidays, a renowned tour operator in South Africa, boasts a wealth of expertise, exceptional service, and a passion for travel. With over four decades of experience, they specialize in curating meticulously selected holiday packages to highly sought-after destinations, including the Maldives. Partnering with a leading brand like Thompsons Holidays elevates the Maldives' reputation in the South African market and increases its visibility among travelers.

This comprehensive campaign comprises a total of 18 activities, with a notable focus on incentivizing travel agents to promote Maldives packages. Thompsons Holidays will organize a dedicated social media campaign to showcase the Maldives as the ultimate beach getaway destination, while also running an outdoor advertising initiative to generate further awareness.

In terms of arrival figures, South Africa has exhibited promising potential for growth. In 2021 and 2022, the Maldives welcomed 16,347 and 14,840 tourists from the South African market, respectively. As of January 2023, 643 tourists from this market have already visited the Maldives, surpassing the pre-pandemic figures recorded in 2021. This encouraging trend highlights the significant opportunities for expansion within the South African market. The positive outlook was further reinforced during the Maldives' participation in the WTM Africa event in April. In light of this, MMPRC remains dedicated to solidifying the Maldives' presence and attractiveness within this market segment.