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  • La guida ufficiale delle Maldive
    Scenic1_1
    2012-05-20

    One Third of “Target: One Million” achieved

     

    Overall arrivals

    A total of 355,155 tourist arrivals were registered from January to April 2012.  This is an increase of 2.3 percent compared to the same period in 2011.

    Central and Eastern Europe recorded a growth of 15.8 percent, Western Europe registered 9.3 percent, East Mediterranean Europe recorded 19.8 percent, North East Asia 11.3 percent, South East Asia 15.9 percent, Oceania 23.0 percent, Americas 8.2 percent, and Middle East 69.1 percent.  However, Southern and Northern Europe, recorded a negative growth of -25.2 and -12.1 percent respectively mainly due to Economic crisis.

    Market specific situation analysis

    Germany 

    36,500 arrivals were registered from Germany by the end of April 2012.  This is a 16.7 percent positive growth compared to the same period in 2011.  With these favorable figures Germany emerges as the second largest market to the Maldives surpassing the arrivals from UK.

    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, Duesseldorf: 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: June 2012
    -Thomas Cook Programme Presentation: November 2012

    Switzerland 

    16,452 arrivals were registered from Switzerland by the end of April 2012.  This is a 22.1 percent growth compared to the same period in 2011.  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
    -Digital and Social Media Campaign: May 2012 onwards
    -Fam Trip: June-July 2012

    China

    The total arrival from China market by the end of April 2012 is 57,185 which is a 13.8% growth. This is a positive growth in after negative growth in February and March.

    The Chinese market performed well due to resuming of charter airlines 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.

    Marketing Activities undertaken/planned: 

    -Fam trips (over 100 journalists visited from the main Cities during the first quarter): Feb-Mar 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)
    -Fam trips: June & September 2012
    -CITM China International Travel Market: November 2012
    -DRT Diving and Resorts Tourism Show: Hong Kong, December 2012

    Russia 

    By the end of April 2012, the Russian Market registered a total of 26,381 arrivals with a positive growth of 20.7% contributing to 7.9% to the market share.

    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.  

    Marketing Activities undertaken/planned: 

    -MITT: March 2012
    -Fam Trip: June/July 2012
    -Digital and Social Media Campaign: May 2012 onwards

    South Korea

    The total arrival from South Korea market for the period January to April is 6,554 is a 20.9% growth.  South Korea Market is expected to perform extremely well this year.  There is possibility of direct flights from South Korea to Maldives which would further boost the market.  

    Maldives representation at Korean Expo 2012 to be held in Yeosu and KOTFA Fair to be held in Seoul is likely to energize the Korean market. 

    Marketing Activities undertaken/planned: 

    -Maldives Pavilion at Korea Expo 2012, Yeosu: May-August 2012 (12 Million Visitors are expected to visit the Expo)
    -Roadshow: September 2012
    -Digital and Social Media Campaign: May 2012 onwards

    France

    By the end of April of 2012, Maldives had a total of 31,782 arrivals from France, which is a reduction of -1.0% compared to the same period in 2011.  French market contributes a total of 9.5% to the total market share.  France is second most important market in Western Europe after Germany.  

    The slight reduction in the French market is due to the European economic crisis.  Despite the slight reduction, the French market is an important market which has the potential to record a positive growth end of the year.  

    Marketing Activities undertaken/planned: 

    -Fam Trip: March & July
    -Digital and Social Media Campaign: May 2012 onwards
    -IFTM Top Resa: September 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 April 2012 registered 33,329 which is a 14.3% decrease. 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 UNWTO, UK (Longhaul) outbound market is expected to contract in 2012.  

    Marketing Activities undertaken/planned: 

    -Press Event: March 2012
    -PR Activities: March 2012-March 2012
    -Digital and Social Media Campaign: May 2012 onwards
    -BBC weather sponsorship: June-August 2012
    -Fam Trips: June & September 2012
    -WTM: November 2012

    Italy

    By the end of April 2012 Italy recorded a total of 33,069 visitors to Maldives. The Italian market is the hardest hit market for Maldives due to economic crisis in Italy with a decline by -26.3%. It is also linked to bankruptcy of major tour operators in Italy. 

    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: August
    -TTG Incontri, Rimini: October 2012

    Japan

    The total arrivals from Japan by the end of April 2012 is 11,339 8,114 which is 1.2 percent decline.  Japan market has been a stagnant market for the past 5 years. Although there has been an overall decline, the arrivals for the month of April showed a positive growth of 10%.  

    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: April 2012
    -Digital and Social Media Campaign: May 2012 onwards
    -Fam Trips: February, March & July 2012
    -JATA, Tokyo: September 2012
    -Roadshows, Tokyo, Nagoya, Osaka: September 2012

    India

    By end of April 2012 Maldives recorded a total of 8,056 arrivals from India, which is a 10.5% decline compared to same period of 2011. India contributes 2.4% of the total market share of the Maldives tourism.

    The reason for the market decline in India is financial difficulties faced by some of the airlines. Limited air connectivity between major Indian cities and Maldives is also hindering factor in growth of Indian market. However, it is expected that the Indian market will perform favorably in the up coming months.

    Marketing Activities undertaken/planned: 

    -SATTE, New Delhi: February 2012
    -Maldives Networking Evening: February 2012 (During SATTE 2012)
    -Digital and Social Media Campaign: May 2012 onwards
    -PR activities: May 2012-May 2012
    -Fam Trips: July 2012

    Austria

    8,466 arrivals were registered form Austria from January-April 2012.  This is an 7.7 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.  6,960 arrivals were registered between January to April 2012.  This is a 15.9 percent increase to the same period in 2011.  South East Asian market shares 2.1 percent of the total arrivals to the Maldives. 

    Marketing Activities undertaken/planned: 

    -Digital and Social Media Campaign: May 2012 onwards
    -World Islamic Tourism Market KL: May-June 2012
    -Roadshow, Singapore: September 2012

    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, 8,375 arrivals were registered from the USA from January to March.  This is a 8.2 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, Florida: November
    -Digital and Social Media Campaign: May 2012 onwards

    Middle East 

    The first quarter of 2012 Maldives attracted a total of 5,946 arrivals from Middle East market which recorded an unparalleled growth of 69.1% compared to the same period last year. In particular it is important to note the exceptional growth from UAE.

    The opening of Middle Eastern based hotel chains in Maldives is a contributing factor for the positive growth. Middle East remains as 1.8% of the total market share.

    Marketing Activities undertaken/planned: 

    -ATM, Dubai: April-May 2012
    -Digital and Social Media Campaign: May 2012 onwards
    -Fam Trip: May & June 2012

    Spain and Portugal 

    By the end of April 2012 Maldives attracted 1,909 and 889 from Spain and Portugal respectively. A decrease in outbound travel from Spain has been observed by 16.8% compared to the same period in 2011. Portugal also registered a negative growth figure of 25.1%.  Historically these two markets have been relatively small markets for Maldives.

    Marketing Activities undertaken/planned: 

    -FITUR, Madrid: January 2012
    -Digital and Social Media Campaign: May 2012 onwards
    -Fam Trip: June
    -Sponsorship of prize at TV game show: July-August 2012

    South Africa

    The total arrival from South Africa market for the period January to April is 1026 is a 18.2% decrease. 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 April is 1,466, 670, 922, 2,267 respectively. Denmark and Norway showed a positive growth where 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

    Easter Mediterranean Europe

    The total arrivals from Israel recorded 883 during by the end of April 2012 which is a growth of 17.7% compared to same period last year. Turkey also recorded a positive growth of 24.3% accounting for 1,439 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

     

    MMPRC is in line with the set target of attracting 1 million tourists during 2012.  A strategic digital and social media campaign is in place. Road shows and other strategic marketing activities are being planned for the year ahead. Maldives Marketing & PR Corporation has a policy to carry out joint promotions and marketing campaigns with airlines, tour operators and other stakeholders.

    Furthermore, utilization of additional social media platforms and Facebook ad campaign as well as mobilization of PR distribution networks is in the pipeline.  Global advertising via sponsorship of BBC World Weather campaign (3 months) will be launched in June 2012.



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