Inside the Maldives’ Bold Presence at WTM London 2024

The Maldives is making a strong impact at the World Travel Market (WTM) London 2024, which runs from November 5 to 7 at Excel London. As one of the world’s largest travel trade events, WTM provides a platform for professionals to connect, share insights, and explore business opportunities. MMPRC is leading the Maldives’ delegation, showcasing the country’s tourism offerings to the global trade.

A Strong Presence at WTM London 2024

This year, the Maldives brings a large team to WTM, with 217 representatives from 91 industry partners. MMPRC has set up a 650 sqm stand to showcase the country’s unique tourism experiences. The stand includes 75 co-exhibitor counters, 55 B2B meeting tables, and three meeting areas. Visitors can mark locations they’ve visited on a special interactive map at the stand.

MMPRC is engaging travel professionals from the UK, a key market for the Maldives. As of September 2024, 125,016 UK visitors accounted for 8.5% of total arrivals. MMPRC highlights the Maldives as a safe and secluded destination, ideal for travelers seeking privacy and natural beauty.

Sustainability at the Core

Sustainability is a central theme at WTM. The Maldives continues to lead in eco-friendly tourism, with initiatives to preserve its delicate marine ecosystems and coral reefs. MMPRC showcases the Maldives’ efforts to maintain its natural beauty through sustainable practices. Eco-friendly resorts and marine conservation programs continue to attract environmentally-conscious travelers.

MMPRC also emphasizes the Maldives’ commitment to sustainability in tourism. The country’s green initiatives resonate with travelers from the UK, where eco-conscious trends are on the rise. This focus helps the Maldives stand out as an attractive destination for responsible tourism.

The ‘World’s Biggest Giveaway’ Campaign

The “World’s Biggest Giveaway” campaign, launched at WTM, offers 52 free holidays for each week of 2025. This year-long initiative aims to engage travelers worldwide, promoting the Maldives’ diverse offerings. The campaign will run through social media contests on platforms like Instagram and TikTok, where winners will discover different parts of the Maldives.

Visit Maldives hopes the campaign will attract new visitors, especially as a year-round destination. Each contest will highlight a different aspect of the Maldives, from its beaches to vibrant culture and marine life. The giveaway also focuses on niche tourism segments, such as luxury, romance, and diving.

Addu City’s New Tourism Brand

Addu City unveiled its new tourism brand, “Addu: Beyond the Equator,” at WTM. This rebranding aims to promote Addu as a unique destination, offering a blend of natural beauty, culture, and history. The launch event, attended by Addu City officials and MMPRC representatives, introduced the city’s tourism potential.

Addu is now ready to attract global visitors. Throughout WTM, Addu representatives are meeting with travel agents and tour operators to build partnerships. The city’s rebranding highlights its unique offerings, positioning it as “The Other Side of Maldives.”

New Publications and Strategic Partnerships

At WTM Londong 2024, the Maldives Association of Travel Agents and Tour Operators (MATATO) launched Maldives Finder 2025, a comprehensive travel guide. This magazine promotes the Maldives’ rich culture, scenic landscapes, and tourism offerings. It aims to increase the country’s visibility, providing essential information for travelers.

Additionally, Travelution Magazine, the third edition, was also unveiled at WTM. Published by The Travel Guys, this resource helps travel professionals stay updated on the latest tourism developments in the Maldives.

Strengthening Infrastructure and Partnerships

Manta Air has partnered with Kaani Hotels and Resorts to provide luxury seaplane transfers for guests traveling to North Ari Atoll. This partnership ensures seamless transfers, elevating the guest experience. Known for its comfort and reliability, Manta Air enhances the arrival and departure process, showcasing the Maldives’ beauty from the skies.

In addition, Velana International Airport is expanding. A new terminal, set to open in 2025, will accommodate up to 7 million travelers annually. The airport’s growth supports the Maldives’ rising tourism demand.

Looking Ahead

The Maldives’ participation at WTM London 2024 reflects its commitment to growth, sustainability, and innovation. The country is positioning itself as a leading destination for a variety of traveler needs. Campaigns like “World’s Biggest Giveaway” and the rebranding of Addu City aim to attract visitors in 2025 and beyond.

By focusing on sustainability and diversifying tourism offerings, the Maldives is set to remain a top global destination for years to come.

Feature image by Visit Maldives

On 15 November 2024, JOALI Maldives, first and only art-immersive resort in the Maldives, will celebrate six spectacular years of creativity and luxury. The resort has partnered with Maison Ruinart, the world’s oldest champagne house, to host a one-of-a-kind art event. This collaboration, therefore, merges art, sustainability, and nature. Offering an unforgettable experience for all attendees.

As part of the anniversary celebration, renowned British-French artist Sophie Kitching will showcase her ethereal art installation at Mura Bar. This will take place during the resort’s annual sunset cocktail event, where guests can enjoy both the scenery and the artwork. Sophie’s artistic style often incorporates natural materials like oil, watercolors, and gold leaf. She has previously collaborated with Maison Ruinart, including during the Frieze New York 2022 event. For this special occasion, Sophie will create unique art pieces using Ruinart’s eco-friendly second skins and coasters. Her inspiration comes from the island’s native plants, grey herons, colorful corals, and vibrant marine life.

Guests at the event will sip Ruinart Blanc De Blancs cuvée while admiring Sophie’s latest work, Invisible Green Art XXX, 2024. This abstract masterpiece features a distinctive shade of green, invented during the Georgian era in England. The painting will be on display at JOALI for six months, offering visitors an exclusive chance to experience it. Moreover, limited-edition hand-painted second skins from Sophie’s collection will be available for purchase during and after the event.

On 16 November 2024, guests will have the opportunity to indulge in a champagne dinner hosted by Fabien Vallérian. Fabien is the International Director of Arts & Culture at Ruinart. This evening will feature Ruinart champagnes paired with a gourmet menu designed to create a symphony of flavors. Each dish and glass will tell a story of art and craftsmanship, offering guests a truly immersive experience.

Fabien Vallérian shared his thoughts on the collaboration, saying,

“At Maison Ruinart, the protection of nature is at the core of our values; we are committed to supporting artists that create a conversation between humanity and nature through their creativity and craftsmanship. Since 2022, we have collaborated with Sophie Kitching on several artistic commissions, and we believe this project with JOALI is an amazing opportunity for her to discover and explore the ecosystems and beauty of the Maldives.”

Ruinart, founded in 1729 in Reims, France, has long been associated with the art world. In 1895, the brand commissioned renowned Czech artist Alphonse Mucha to create a poster. Similarly, since its opening in 2018, JOALI Maldives has made art a core part of its identity. The resort has brought artists from around the world, thus transforming the Maldives’ luxury hospitality landscape. Both JOALI and Ruinart share a commitment to luxury, artistic expression, and the celebration of beauty in all its forms.

This celebration marks just the beginning of an exciting partnership between JOALI Maldives and Ruinart. The two brands plan to continue collaborating on future artistic initiatives, both in the Maldives and around the world.

Inside the Maldives’ Bold Presence at WTM London 2024

A Strong Presence at WTM London 2024

Sustainability at the Core

The ‘World’s Biggest Giveaway’ Campaign

Addu City’s New Tourism Brand

New Publications and Strategic Partnerships

Strengthening Infrastructure and Partnerships

Looking Ahead

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