Singapore Airlines and MMPRC to Jointly Promote Maldives

Singapore Airlines (SIA) and the Maldives Marketing and Public Relations Corporation (MMPRC) have signed a Memorandum of Understanding to jointly promote tourism and boost visitor arrivals to the Maldives.

Under the one-year agreement, effective 5 May 2019, each organisation will invest US$180,000 in cash and US$40,000 in kind to fund activities such as roadshows, joint marketing campaigns and familiarisation trips for media and travel industry representatives.

“We are pleased to be working with MMPRC to boost travel to Maldives,” said Singapore Airlines Senior Vice President Sales and Marketing, Mr Campbell Wilson. “This partnership enables us to play a more active role in promoting sustainable tourism growth to the country. With nearly 140 destinations in more than 35 countries and territories in the SIA Group network, we are also well-placed to support the development of Maldives’ tourism sector.”

The marketing initiatives are aimed at visitors from Australia, China, Japan, Singapore, South Korea and the United States.

Tourist arrivals into Maldives increased by 6.8% year-on-year to 1.48 million for calendar year 2018. Since 2017, more than 30% of annual tourist arrivals into Maldives have come from the abovementioned countries.

SIA first flew to Maldives in March 1984 with a weekly Singapore–Malé service, while subsidiary SilkAir launched four-times-weekly services in October 2015. Currently, SIA and SilkAir operate a total of 16 weekly services to Malé, offering convenient connections to other destinations in the SIA and SilkAir network.

“I am very excited that Maldives and Singapore Airlines have embarked on a joint marketing venture for the very first time,” said Managing Director MMPRC, Mr Thoyyib Mohamed. “This is a huge step forward for us in our effort to promote the destination. The campaign will address a key component of our strategy for 2019, and will cover promotions in six important target markets. I have no doubt that our partnership with such a prestigious airline will create incredible synergy and help raise the profile of the destination Maldives … the sunny side of life.”

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