Maldives Marketing and Public Relations Corporation (MMPRC) has announced a joint marketing campaign with Travelbag (DNATA UK), a major global air and travel service provider.
Running from March to May 2025, this strategic collaboration targets B2C audiences and aims to promote the Maldives as the ideal holiday destination in the UK market, MMPRC said.
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 percent of bookings are made offline through these shops or call centers.
Additionally, Travelbag specialises 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.
According to MMPRC, the campaign targets 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 maximizes reach and engagement, connecting with potential customers at multiple touchpoints, it said.
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 GBP10,680 per booking in revenue during the campaign period,” MMPRC added.
The UK is the third-highest arrival market to the Maldives. As of 5 April, 70,561 UK travellers arrived with a market share of 10.6 percent of total tourist arrivals.
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.