Sectors like film, health, education, MICE, and more, are being looked at for revival of Indian tourist arrivals which stood at 209,193 last year. “The Indian market was our top source market for three consecutive years, though it has recently dropped to sixth place,” said Ibrahim Shiuree, CEO & Managing Director, MMPRC adding that the recent meeting with the Indian tourism minister also underscored the importance of adding more flights between the two countries.
The Maldives, long celebrated as a premier destination for Indian tourists, has witnessed a slight dip in arrivals from India in recent months. However, the Maldives Marketing and Public Relations Corporation (MMPRC) is confident in its strategy to re-engage the Indian market, not just through traditional tourism avenues, but by diversifying its offerings and targeting new sectors and regions within India, as also discussed during the recent meeting between the senior Maldives delegation and India’s Union Tourism & Culture Minister.
“We definitely aim to increase the numbers and regain momentum. The Indian market was our top source market for three consecutive years, though it has recently dropped to sixth place. So far in 2023, we’ve seen 209,193 Indian arrivals, with 71,000 of those occurring by July 28 this year. While there has been a slight dip in the Indian market, likely due to off-season and competition from other markets, we are optimistic that our ongoing marketing efforts and roadshows will lead to a resurgence,” said Ibrahim Shiuree, CEO & Managing Director, MMPRC, adding that the focus now is on reclaiming the Indian market’s top spot.
MMPRC’s approach to reviving Indian tourism is multifaceted, focusing on both traditional and innovative sectors. A key element of this strategy is fostering stronger ties with the travel trade. The Maldives is also focusing on promoting its tourism offerings in Tier 2 and Tier 3 Indian cities, which represent untapped potential. Roadshows and familiarization (fam) trips are planned across multiple cities, extending beyond the traditional hubs to reach new audiences.
Also getting a positive response from with the Indian government bodies, Shiuree highlighted a recent dialogue with the Indian Minister of Culture and Tourism Gajendra Singh Shekhawat, which opened up avenues for new tourism segments such as film, and health tourism. “We plan to diversify and do something new in these sectors and gladly, he was keen to help us,” he noted.
“The recent meeting with the Indian tourism minister also underscored the importance of adding more flights between the two countries.” However, the Managing Director pointed out that flight frequency is directly tied to demand, which in turn depends on the success of the Maldives’ diversified marketing efforts. “We need to create a demand, only then will flight operators be happy to increase the numbers; we do see the minister keen on working with us,” he explained.
In addition, MMPRC is exploring sports tourism and educational exchanges. The Maldives is keen to establish research laboratories and exchange programs with Indian universities, particularly during the off-season, to maintain a steady flow of visitors.
Film tourism is also a major focus. “The Maldives aims to position itself as a prime location for Bollywood productions, capitalizing on the longstanding relationship between the Indian film industry and picturesque international locations. Discussions are already underway with industry figures, and the Maldivian government is keen to facilitate the necessary infrastructure to attract more film projects to its shores.”
“We are also keen on growing the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. While there are already some companies involved in this area, we aim to increase that number,” the MD said. Additionally, the wedding sector is particularly popular in India, and MMPRC plans to further expand this, making it easier for couples from all over the world to choose the Maldives as their wedding destination.
Speaking of overall tourism numbers, the Maldives has set an ambitious target of achieving 2 million tourist arrivals this year, up from 1.8 million in the previous year. The Indian market is expected to play a significant role in reaching this goal. Shiuree expressed confidence in the Maldives’ ability to meet this target, noting that Indian tourists have been pivotal in the country’s tourism success over the years. Moreover, by June 27 this year, the Maldives welcomed its 1,000,000th visitor for the year.
While India remains a cornerstone of Maldivian tourism, the MMPRC is also eyeing new and emerging markets. Shiuree highlighted Poland’s surprising rise to become one of the top ten source markets for the Maldives, alongside the growing importance of Bangladesh. “Roadshows and partnerships in these countries are already in motion, demonstrating MMPRC’s proactive approach to diversifying its tourist base.”
