NewsJune 1, 2024

MMPRC Outlines Destination Marketing Strategies for the Chinese Market

The Maldives Marketing and PR Corporation (MMPRC/ Visit Maldives) has outlined a comprehensive vision for destination marketing in the Chinese market. This outline was shared by Deputy Managing Director of MMPRC, Mr Zihuny Rasheed, during his opening remarks and destination presentation at the ‘Maldives Media Meet’ held on the sidelines of ITB China 2024. 

The opening remarks at the press conference highlighted that being awarded the title of Indian Ocean’s Leading Green Destination by the World Travel Awards for the first time is an immense honour. The increasing global demand for sustainable travel underscored Visit Maldives’ commitment to leading the way in promoting eco-conscious tourism initiatives. 


The presentation spotlighted several key targets, including the national annual arrivals target of 2 million tourists and the significant impact Chinese tourists have had on the recent arrival figures. To further cultivate this vital market, the presentation emphasised the importance of improved connectivity. New direct flights from key Chinese provinces like Fujian and Beijing have recently been launched, making travel to the Maldives more convenient than ever for Chinese visitors. This focus on accessibility extends to cultural exchange, as evidenced by the recent collaboration with the Fujian Provincial Delegation. 

Further underscoring the importance of partnerships and positive alliances to MMPRC, the presentation highlighted significant efforts by industry leaders and the governments of both nations that helped to reach many notable milestones in the past few months. The additional marketing activities in the pipeline for the Chinese market include. Notably, Visit Maldives will be conducting a series of roadshows in different Chinese cities in June/July of this year to further promote the Sunny Side of Life in China and strengthen the close connections with Chinese travel agents and media. 

Concluding the presentation, MMPRC’s commitment to upholding the prestige of the Maldives’ world-renowned brand was reiterated. MMPRC remains committed to sharing stories of the Sunny Side of Life to ensure that the Maldives continues to be a shining example of excellent sustainable tourism. For future generations, MMPRC aspires to preserve and share the magnificent Maldives with its rich cultural legacy. 

The exclusive ‘Maldives Media Meet’ press conference was held on 27th May 2024 at Meeting Hub A, Shanghai World Expo Exhibition & Convention Center, Shanghai. Led by DMD Zihuny and with the Minister of Tourism, Ibrahim Faisal, who joined as a VIP Speaker, the press conference was attended by key Chinese and international media professionals. The highly-anticipated signing ceremony for the MOU between Visit Maldives and Weixin Pay also took place at the Maldives Media Meet, signifying the beginning of a strategic partnership aimed at the vast Chinese audience through Weixin Pay’s extensive digital payment network.