Gov’t Unveils Plan to Boost Annual Arrivals to One Million from Key Source Markets

Tourism Minister Ibrahim Faisal announced plans to increase annual tourist arrivals from each major source market to one million within the next five years. 

Faisal expressed optimism that India would return to being one of the top three source markets for tourist arrivals by the end of the year. He attributed the decline in Indian arrivals and underscored President Dr Mohamed Muizzu’s foreign policy focus on strengthening relationships with various nations.

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India, which was the leading source market for tourists at the start of the year and throughout the pandemic, has dropped to sixth place with 73,258 arrivals. This decline has prompted the Maldives to enhance its promotional efforts targeting Indian travellers.

Faisal revealed that the Maldives Marketing and Public Relations Corporation (MMPRC) is currently in discussions with several Indian celebrities for familiarisation trips, leveraging their significant social media followings to boost the country’s visibility.

Faisal is confident that the goal of increasing arrivals from these markets to one million is achievable with concerted efforts from tourism industry stakeholders. The ‘Welcome India’ roadshows have set the stage for continued strategic initiatives aimed at restoring India to its former ranking among the top source markets.

The MMPRC plans to continue these efforts to reinforce the Maldives’ position as a premier destination for Indian tourists.

The Maldives, which was named World’s Leading Destination by the World Travel Awards for the fourth consecutive year in 2023, is targeting a record 2 million tourist arrivals this year and is already halfway there with over 1.2 million arrivals to date.

Additionally, the MMPRC is developing a master plan to expand tourism across various provinces and provide loans for building guesthouses. Faisal announced plans to offer youth opportunities to invest in tourism through favourable loan conditions and the creation of tourism products.

The MMPRC also intends to increase its marketing budget to USD 25 million next year, allocating funds from tourism taxes to enhance promotional activities.

In efforts to boost local employment, the government is preparing to launch a programme to recruit Maldivians for high-paying positions within the tourism sector. This initiative will include recruitment for roles such as General Managers, sales directors, and chefs, and is supported by a collaboration with the Master Chef show.

Ibrahim Shiuree, CEO and Managing Director of MMPRC, noted that the decline in Indian tourist arrivals has eased since President Muizzu’s visit to India. He highlighted the positive shift in relations and the successful ‘Welcome India’ roadshows, which included meetings with Indian Tourism and Civil Aviation Ministers. 

Shiuree expressed confidence that the Indian market will recover and return to the top three source markets for the Maldives.