NewsMay 21, 2023

MMPRC Launches Campaign with Curly Tales Founder & Lead Editor Kamiya Jani

Maldives Marketing & Public Relations Corporation (MMPRC/Visit Maldives) has launched an exciting campaign with Curly Tales, one of India’s leading food, travel, experiences & lifestyle content platforms. The campaign is held from April to May 2023, and will help strengthen the Maldives’ brand presence; attract and engage with highly potential affluent travellers; and drive aspiration and influence opinions.

Curly Tales is a platform that creates content focused on discovering intriguing and exciting experiences from around the world such as culinary, wellness, adventures, and more. Curly Tales has a reach of 6.5 million active monthly users and 750,000 active daily users.


As part of the campaign, Curly Tales founder and lead editor Kamiya Jani visited the Maldives. She was hosted at Kaani Palm Beach, where she enjoyed unique Maldivian experiences with a local twist at a residential island, with a highlight on culinary exploration, local experiences, and relaxation.

At the second host property, Grand Park Kodhipparu, she tried out various experiences such as sunset fishing, water sports, a sound therapy healing session at the resort’s spa, and experiencing a local culinary culture with a sandbank cooking class, among others.

Various types of content will be created based on the visit, detailing the products, experiences, segments, and updates from the Maldives tourism industry.

India was the top source market to the destination last year with 241,369 arrivals received by 31st December 2022, which is 14.4 per cent of the total market share. As of 5th March 2023, 41,054 tourists arrived from India, positioning India as the second top source market. MMPRC has been holding several promotional initiatives targeting this market to maintain destination momentum, such as digital and social media campaigns; participation in major fairs and exhibitions; media interviews; ad campaigns; outdoor advertising campaigns; familiarisation trips, and more. Many similar activities are planned to be held throughout 2023 for this market as well.