• En1
  •  
  • Zh1
  •  
  • Gr1
  •  
  • It1
  •  
  • Es
  •  
  • Fr
  •  
  • Ru1
  •  
  • Jp
  • Le guide de voyage officiel des Maldives
    Word_tourismday
    2012-07-25

    Maldives registers 6.1% tourist arrival growth

    Overall arrivals

    Maldives registers a 6.1% tourist arrival growth during June 2012 with 59,379 arrivals.

    A total of 458,068 tourist arrivals were registered from January to June 2012.  This is an increase of 2.3 percent compared to the same period in 2011.  Europe is the market leader for Maldives with 59.9% market share.

    Central and Eastern Europe recorded a growth of 9.6 percent, Western Europe registered 8.7percent, East Mediterranean Europe recorded 14.6 percent, North East Asia 9.6 percent, South East Asia 13.9 percent, Oceania 22.9 percent, Americas 9.3 percent, and Middle East 74.7 percent.  However, Southern and Northern Europe, recorded a negative growth of -25.4 and -11.4 percent respectively mainly due to Economic crisis.

    Outstanding growth during June was recorded from Kazakhstan with 308.5% and Saudi Arabia with 151.8% growth.

    Market specific situation analysis

    China

    The total arrival from China market by the end of June 2012 is 91,148 which is a 13.1% growth. There were a total of 17,809 arrivals from China in June which represents 30% of the total market share.  This is a 15.6% growth compared to June 2011.

    The Chinese market performed well due to resuming of all charter airlines which operated previously with more frequency and flights from additional cities and strong demand for Maldives.  The tour operators’ forecast indicates a phenomenal growth in June and July.

    Chinese market is expected to remain by far the largest source market for Maldives.

    Sri Lankan Airlines is expected to introduce additional capacity between China and Maldives.

    Marketing Activities undertaken/planned:
    > Fam trips (over 150 delegates including journalists visited from the main Cities during the first quarter): Jan-June 2012
    > Road shows in five major Cities (Beijing, Chengdu, Shenzhen, Hangzhou, Shanghai): April 2012
    > PR Activities: May 2012-May 2013
    > Digital and Social Media Campaign: May 2012 onwards
    > BITE Beijing International Tourism Expo: June 2012
    > Launching of Maldives Online Training Program in Chinese Language: June 2012 (During BITE)
    > Workshop Targeting the Travel Trade and Media: June 2012 (During BITE)
    >  Group Fam trips: -June (Guangzhou TV, Travel Marketing Online, Dong Feng Newspaper)
    -July (World Traveller TV, CCTV 6)
    -September (in planning stage)
    > CITM China International Travel Market: 15-18 November 2012 (application open)
    > DRT Diving and Resorts Tourism Show: Hong Kong, 15-18 December 2012 (application open)

    Germany
    51,018 arrivals were registered from Germany by the end of June 2012.  This is a 15.9 percent positive growth compared to the same period in 2011.  With these favorable figures Germany remains as the largest market to the Maldives from Europe and the second largest generating market to the destination as a whole since May 2012.

    The reasons for the increase in arrivals are the strong economic conditions in Germany together with the increase in frequency of flights between the two countries.

    Marketing Activities undertaken/planned:
    > Boot Fair, Dusseldorf: January 2012
    > ITB, Berlin: March 2012
    > Maldivian Networking Evening: March 2012 (During ITB 2012)
    > PR activities: May 2012-May 2013
    > Digital and Social Media Campaign: May 2012 onwards
    > Fam Trip: 7-14 June 2012, September 2012
    > Thomas Cook Programme Presentation: 2-3 November 2012

    UK
    When comparing the arrivals figures for the past five years, UK registered the highest arrival figures in 2008 accounting for 116,821 visitors.  In 2009, the figure dropped to 105,950 and in 2010 there was a slight increase to 114,158 again a reduction in 2011 accounting for 104,508 visitors.  

    Due to economic recession in the UK, the total arrivals from UK market by the end of June 2012 registered 46,145 which is a 13.3% decrease.  In June 2012, Maldives attracted 6,146 arrivals which represents 10.4% of market share.  

    The British market will continue to experience declines to 2015 largely because of the economic recession. UK economy enters recession after contracting for second consecutive quarter. GDP fell by 0.2% in first quarter of 2012.  According to Travel & Tourism Intelligence Mintel Report which was launched in WTM 2011, the UK longhaul travel will contract until 2015.  Furthermore, UNWTO also expects the UK (Long haul) outbound market to contract in 2012.  

    Traditionally, tour operators experience a drop in bookings and travel during big events, chances are more people might be distracted from thinking about a summer break during this period.  Also, Olympic Games during this period will also impact long haul travel.   

    Furthermore, the introduction of long haul departure tax in the UK will also impose barriers for travel to long haul destinations such as the Maldives.  The UK already has the highest departure tax in the world.  

    Marketing Activities undertaken/planned:

    > Press Event: March 2012
    > PR Activities: March 2012-March 2013
    > Digital and Social Media Campaign: May 2012 onwards
    > BBC weather sponsorship: June-August 2012
    > Fam Trips: June & September 2012
    > WTM: 5-8 November 2012
    > Press Conference during WTM
    > Digital & Social Media Conference during WTM
    > Sponsoring of Media Bags and floor tiles during WTM

    Italy
    By the end of June 2012 Italy recorded a total of 36,521 visitors to Maldives. The Italian market is the hardest hit market for Maldives due to economic crisis in Italy with a decline by 27.4 percent. It is also linked to bankruptcy of major tour operators in Italy. 1,578 arrivals were registered from Italy in June accounting for 2.7% market share.  

    Italian market is not expected to perform well this year. Strict fiscal policies of Italian government also discourage long haul outbound tourism.  The whole of Southern Europe is not performing well due to the economic crisis.  The region is going to be the most challenging region in terms of arrivals in 2012.

    Marketing Activities undertaken/planned:
    > BIT, Milan: February 2012
    > Digital and Social Media Campaign: May 2012 onwards
    > Fam Trip: 13-24 July (7 journalists representing Italian Travel Trade from Roma and Milan)
    > TTG Incontri, Rimini: 18-20 October 2012
    > Roadshow, Rome and Milan: 15-16 October just before TTG

    France
    By the end of June 2012, Maldives had a total of 35,738 arrivals from France. Compared to last years, total arrival from French market is slowing down by 2.6% with a market share of 7.8%. French market would slow down during June and July due to the European Financial crisis, European Summer and London Olympics. However, the market is expected to grow in August 2012.  There were 1,251 arrivals from France in June with a market share of 2.1%.  

    Marketing Activities undertaken/planned:
    > Fam Trip: October
    > Digital and Social Media Campaign: May 2012 onwards
    > IFTM Top Resa: 18-21 September 2012
    > Advertisement in Marie Magazine during Top Resa 2012

    Russia
    By the end of June 2012, the Russian Market registered a total of 33,686 arrivals with a positive growth of 10.6% contributing to 7.4% to the market share. A total of 3,345 arrivals were registered from Russia in June with a market share of 5.6%.  

    Russian market remains unaffected despite the recession in Europe. Eastern European region remains the most important emerging market for Maldives. Russian Market is expected to perform well in the coming months.  However, Russia’s participation in the European Championships would have had an impact on the outbound travel from Russia.  

    A new Charter Airline is expected to commence in the last quarter of 2012.

    Marketing Activities undertaken/planned:
    > MITT: 21-24 March 2012
    > Fam Trip: August 2012
    > Digital and Social Media Campaign: May 2012 onwards
    > East Europe Road Show in October

    Switzerland
    19,523 arrivals were registered from Switzerland by the end of June 2012.  This is an 18.5 percent growth compared to the same period in 2011.  There were 1,093 arrivals from Switzerland in June with a growth of 8.2% with a share of 1.8%.  The reasons for increase in arrivals from Switzerland are due to its healthy economy and easy connectivity and direct flights from Zurich.

    Marketing Activities undertaken/planned:
    > FESPO, Zurich: January 2012. Maldives would be guest country at the fair in 2013 providing an opportunity for much positive exposure for the destination amongst the Swiss travel trade and media
    > Digital and Social Media Campaign: May 2012 onwards
    > Fam Trip: June-July 2012

    Japan
    The total arrivals from Japan by the end of June 2012 are 15,392, which is a 0.6 percent decline compared to the same period in 2011.  In June 2012, there were 2,369 arrivals from Japan accounting for 4.0% market share.  

    Japan market has been a stagnant market for the past 5 years.  However, there is a 5.8% positive growth in the month of June.  

    Additional Charter Airlines commencing between Tokyo and Male’ in August will boost the arrivals from Japan.  

    In order to increase arrivals from Japan it is vital that we re-strategize market segmentation and product adaptation.

    Marketing Activities undertaken/planned:
    > Marine Dive Fair, Tokyo: 6-8 April 2012
    > Digital and Social Media Campaign: May 2012 onwards
    > Fam Trips: February (MRS Womens’ Magazine), April (Zexy Magazine), July (Wonder Airport project)
    > Maldives Advertisement in association with Maldives Embassy in Japan on Tokyo Big Screen (July-September)
    > Maldives featured on “Wonder Airport, Michiko and Yashima’s Sky Travel-pedia” on Japan TV Channel BS Ch 4
    > JATA, Tokyo: 20-23 September 2012
    > Roadshows in association with Singapore Airlines, Sri Lankan Airlines and Mega Maldives, Tokyo, Osaka, Nagoya, Fukuoka: 16-19 September 2012

    India
    By end of June 2012 Maldives recorded a total of 13,317 arrivals from India, which is a 8.0% decline compared to same period of 2011. India contributes 2.9% of the total market share of the Maldives tourism.  In June 2012, there were 2,495 arrivals from India accounting for 4.2% market share.

    Overall the feedback from the industry partners states that the fall in rupees resulting to increase in air fares as well hotels have led to a drop in outbound tourist traffic from India.  The outbound Indian travelers are now searching for cheaper flights, moving to different categories of hotels and early bird offers.

    The financial difficulties faced by some of the airlines are one other factor affecting incoming to Maldives. Limited air connectivity between major Indian cities and Maldives is also hindering factor in growth of Indian market. However, given the economic climate, the industry is expecting a year on year growth of around 5.5 per cent in the outbound category this year.
     
    Marketing Activities undertaken/planned:
    > SATTE, New Delhi: 10-12 February 2012
    > Maldives Networking Evening: February 2012 (During SATTE 2012)
    > Digital and Social Media Campaign: May 2012 onwards
    > PR activities: June 2012-June 2013
    > Conclave of SAARC Region Tourism Exchange: 6-7 July 2012, New Delhi, India
    > Fam Trips: 5-10 August 2012

    South Korea
    The total arrival from South Korea market for the period January to June is 10,654 which is a 3.2% growth.  2,358 arrivals were registered from Korea during June with a growth of 26.2% and market share of 4.0%.  

    Marketing Activities undertaken/planned:
    > Maldives Pavilion at Korea Expo 2012, Yeosu: May-August 2012 (12 Million Visitors are expected to visit the Expo)
    > Celebrated National Day at Korea Expo 2012, Yeosu: 4 June
    > Digital and Social Media Campaign: May 2012 onwards

    Austria
    9,966 arrivals were registered from Austria from January-June 2012.  This is a 6.9 percent growth compared to the same period in 2011.  Although Austria is a small market, with its favorable economic conditions and high percentage of the population with disposable income and propensity to travel, the market has maintained a positive growth.

    Marketing Activities undertaken/planned:
    > Digital and Social Media Campaign: May 2012 onwards
    > Fam Trips: June 2012

    South East Asia
    In terms of population the main countries in the region are Indonesia, Malaysia, Philippines, Singapore and Thailand.  12,213 arrivals were registered between January to June 2012.  This is a 13.9 percent increase to the same period in 2011.  South East Asian market shares 2.7 percent of the total arrivals to the Maldives. In June 2012, there were 2,699 arrivals from South East Asia with a 23.2% growth and 4.5% market share.  

    Marketing Activities undertaken/planned:
    > Digital and Social Media Campaign: May 2012 onwards
    > World Islamic Tourism Market KL: May-June 2012

    Oceania
    The two countries which represent Oceania region, Australia and New Zealand registered 7,842 arrivals by end of June 2012.  This is 22.9% growth compared to the same period in 2011.  In June, 1,437 arrivals were registered from Oceania region which is a 33.3% growth.  Australia alone registered 35.6% during June with a share of 2.2%.  

    Americas
    USA is a huge market that needs to be tapped into with the right strategy.  Many of the obstacles that have been faced include the distance and lack of direct and convenient routes topped with the lack of marketing budget to launch an aggressive campaign to penetrate to this market.

    Despite the obstacles, 7,028 arrivals were registered from the USA from January to June 2012.  This is a 6.7 percent increase compared to the same period in 2011.  Much interest has been generated amongst the Americans with the emerging trend in live aboard cruises in the Maldives.

    Marketing Activities undertaken/planned:
    > DEMA, Las Vegas: 14-17 November
    > Digital and Social Media Campaign: May 2012 onwards

    Middle East
    During the first half of 2012, Maldives attracted a total of 9,712 arrivals from Middle East market which recorded an unparalleled growth of 65.0% compared to the same period last year. In particular it is important to note the exceptional growth from UAE.  

    Most outbound travel is during the Middle Eastern Summer Period (May-August) which is also the school holidays.

    The opening of Middle Eastern based hotel chains in Maldives is a contributing factor for the positive growth. Middle East shares 2.1% of the total market share.

    Marketing Activities undertaken/planned:
    > ATM, Dubai: 30 April-3 May 2012
    > Digital and Social Media Campaign: May 2012 onwards
    > Maldives featured in Al Musafir TV programme, Bahrain
    > Fam Trip: September 2012

    Spain and Portugal
    By the end of June 2012 Maldives attracted 3,098 and 1,532 from Spain and Portugal respectively. A decrease in outbound travel from Spain to Maldives has been observed by 9.0% compared to the same period in 2011. Portugal also registered a negative growth figure of 29.9%.  

    Historically these two markets have been relatively small markets for Maldives.

    Marketing Activities undertaken/planned:
    > FITUR, Madrid: 18-22 January 2012
    > Digital and Social Media Campaign: May 2012 onwards
    > Sponsorship of prize at TV game show: July-August 2012

    South Africa
    The total arrival from South Africa market for the period January to June is 1,827 is a 3.3% increase. South Africa is a potential market with better air connectivity.

    Marketing Activities undertaken/planned:
    > Digital and Social Media Campaign: May 2012 onwards

    Northern Europe
    The total arrival from Denmark, Finland, Norway and Sweden market for the period January to June is 1,694, 765, 1,274, and 2,611 respectively. Denmark and Norway showed a positive growth while as there is a decline in Finland. Scandinavian economies are recovering their former level of economic growth and are expected to maintain sound growth in coming years.

    The main obstacle for the market growth is the limited air connectivity. With better air connectivity these are potential markets to the Maldives.

    Marketing Activities undertaken/planned:
    > Digital and Social Media Campaign: May 2012 onwards

    East Mediterranean Europe
    The total arrivals from Israel recorded 1,128 by the end of June 2012 which is a growth of 11.4% compared to same period last year. Turkey also recorded a positive growth of 17.7% accounting for 2,210 visitors to Maldives.

    The reason for the growth in Turkish market is the opening of Turkey owned resort in Maldives. Turkey also remains an extremely potential market with better air connectivity. Charter operations are expected from Turkey during the year which would contribute to the positive growth.

    Marketing Activities undertaken/planned:
    > Digital and Social Media Campaign: May 2012 onwards

    Other Activities
    > Maldives feature in “Waar us De Mol” Travel Show, Netherlands (June – July)
    > Maldives feature in Over Seven Seas Travel Show, Ukraine (19-23 August)

    Conclusion
    With the positive figures in June, MMPRC is very much in line with the set target of 1 million arrivals during 2012.  

    Launch of the global advertising campaign on BBC Worldwide and ongoing activities on social media platforms as well as PR networks in important markets together with the strategized traditional marketing activities such as FAM trips, roadshows and representation at tourism fairs, and aggressive industry promotions have contributed in boosting the arrival figures despite the economic situation in major markets.



    Email

    First Name

    Last Name

    Country

    Security Code