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MMPRC Undertakes Maldives Brand Survey

Crossroads Maldives marina
MMPRC is conducting research to understand the tourism industry's perspective of the Maldives brand.

Maldives Marketing and Public Relations Corporation (MMPRC) is conducting research to understand the tourism industry’s perspective of the Maldives brand. This research is an essential component for the development of the brand guidelines which is part of an ongoing exercise to strengthen and build the Maldives brand.

According to MMPRC, The findings of the research will be integral in future destination marketing, particularly in how
destination branding will be continued. Maldives’ branding “Maldives…the sunny side of life” was launched way back in 2003. Since then, with a shift towards greater engagement in experiential travel, associated sub-brands were launched to promote diversified tourism experiences. The sub-brand slogans being used are:

  • Maldives…the romantic side of life
  • Maldives…the colorful side of life
  • Maldives…the thrilling side of life
  • Maldives…the spiritual side of life
  • Maldives…the fun side of life
  • Maldives…the cultural side of life

It is timely to be sending out a strong and consistent brand message. Professional brand guidelines will greatly enhance the effectiveness of our marketing communications to various target segments and help our tireless efforts in promoting the Maldives during these unprecedented times.

A statement by Mr. Thoyyib Mohamed, Managing Director of MMPRC

The Maldives is primarily positioned in the market as a high-end luxury destination known for its “one-islandone-resort” concept. As the destination evolved, the tourism product diversified with an increasing need for a functional marketing approach to promoting the additional features of the brand such as resorts, liveaboards, guest houses, and hotels warranting a different approach.

Brand guidelines will help maintain the quality and integrity of the brand image as consistency in the brand message is important in making the brand recognizable and reliable. With the COVID-19 tourism regulations in place, and naturally distanced islands allowing for more privacy, the Maldives is believed to be one of the safest holiday destinations.

Feature image by Crossroads Maldives
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Dusit Thani Maldives celebrated Earth Day with a series of initiatives aimed at promoting sustainability and environmental conservation. In honour of Earth Day, Dusit Thani Maldives implemented several eco-friendly practices, including:

  • Beach clean-up: Removing plastic waste and other debris to protect marine life.
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  • Sustainable dining: Restaurants showcased a special menu. Locally sourced, sustainable ingredients were featured.
  • Conservation awareness: Educational sessions and activities were hosted to raise awareness about environmental conservation.

These initiatives carried out by Dusit Thani Maldives are a part of the resort’s ongoing commitment to sustainability and eco-conscious practices. Dusit Thani Maldives has been setting an example for the hospitality industry. Not only has the resort taken measures to reduce waste, but they actively work towards conserving energy and protecting the environment as well. So far, Dusit Thani Maldives has implemented several initiatives to reduce its environmental impact and contribute to the well-being of the local ecosystem.

The measures include:
  • Energy efficiency: Dusit Thani Maldives has invested in energy-efficient systems and technologies.
  • Water conservation: Employing advanced water management strategies to minimize water consumption.
  • Marine conservation: Dusit Thani actively participates in marine conservation efforts including coral propagation programs in addition to regular reef clean-ups.
  • Community engagement: The resort also collaborates with local communities on education and sustainability projects.
  • Waste management: Dusit Thani Maldives also emphasises waste reduction, recycling, and responsible waste disposal practices.
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