Maldives Marketing & Public Relations Corporation (MMPRC / Visit Maldives), along with 6 industry partners, promoted the breathtaking underwater seascapes of the Maldives to the SouthEast Asia (SEA) market at ADEX Ocean Mission 2024. This event was held from 12 April 2024 to 14 April 2024, at the Suntec Singapore Exhibition and Convention Centre.
With a history spanning 26 years, ADEX is the biggest and longest-running dive expo in Asia – considered to be one of the industry’s “must-attend” events. ADEX brings together distinguished VIPs and speakers from across the globe – scientists, marine conservationists, underwater photographers, videographers, and many others. It also provides a platform for various exhibitors, such as dive operators, equipment manufacturers, and national tourism boards of countries.
MMPRC utilised this event to provide the latest destination information to interested visitors and create awareness for the Maldives as a preferred dive destination. The fair was also an ideal platform to collect market intelligence targeted for a niche segment through observations and understand the sentiments of divers and dive enthusiasts from the Asian and South East Asian markets in order to best promote and attract visitors from this segment to the Maldives. Participation in this event came under MMPRC’s efforts to promote the Maldives as the most preferred destination among Southeast Asians, especially Singaporean travellers, and to showcase the diving and underwater experiences available in the Maldives at the largest dive fair in the SEA market.
Some of the activities at the stand for Visit Maldives included a consumer survey, the distribution of informative flashcards about Maldivian marine life, and artworks displaying the different dive locations in the Maldives.
This market ended last year with 58,947 visitors in total. From January to February this year, the Maldives welcomed 7,481 tourists from the SEA market. MMPRC has planned several activities targeting this market to increase the number of travellers and maintain the presence of the destination. These activities include joint marketing campaigns with major stakeholders, outdoor advertising campaigns, participation in fairs, hosting webinars, E-Learning programs and other events.
