Minister of Tourism Ibrahim Faisal has revealed that USD 25 million will be allocated to promote the Maldives’ tourism industry, with a portion of two tourism-related taxes directed towards funding this budget.
Speaking on Sangu TV yesterday, the minister stated that despite the considerable revenue generated by the industry, its marketing activities have a relatively modest budget.
As such, the Maldives Marketing & Public Relations Corporation (MMPRC) has encountered several challenges in executing comprehensive marketing campaigns due to budget constraints, he said.
“The current strategy involves allocating a certain percentage of the green tax and TGST (Tourism Goods and Services Tax) to tourism marketing. This initiative is expected to raise the marketing budget to USD 25 million next year, effectively resolving the issue of insufficient marketing funds,” Minister Faisal affirmed.
“For instance, markets such as Russia previously received minimal marketing attention. We believe that focusing our marketing efforts on countries such as China and Russia will yield significant benefits,” he elaborated.
Further, Minister Faisal pointed out that the opening of Velana International Airport, alongside the launch of operations by the Maldivian national airline, will have a positive impact. While the airline will now use large aircraft to fly to European destinations, forecasts suggest the number of tourists visiting the Maldives will reach 2.2 million by the end of the year.
Currently, the Maldives’ average cost of marketing activities stands at MVR 154 million, or approximately USD 9 million. Successive heads of the MMPRC have long deemed this amount inadequate, presenting a recurring challenge that has yet to be effectively addressed by any tourism minister.
Feature Photo: NOOE Maldives Kunaavashi
