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Top 10 Tourist Markets Since Border Reopening

tourist couple at Maldives resort kanuhura
The Maldives has recorded 16,405 tourist arrivals since the border reopening from 15th July 2020 to 23rd September 2020.

The Maldives has recorded 16,405 tourist arrivals since the border reopening from 15th July 2020 to 23rd September 2020. According to the World Tourism Day Supplement 2020 by the Ministry of Tourism, United Arab Emirates (UAE) is the leading source market in terms of tourist arrivals with a market share of 15.9%, since the border reopening.

The island nation welcomed an average of 4,206 tourists daily prior to the border closure. However, since the border reopening Maldives has been welcoming an average of 238 visitors per day. Statistics reveal 2607, 1745, and 1597 arrivals from UAE, Russia, and the USA respectively, as the top 3 leading tourist markets from 15th July to 23rd September 2020.

The United Kingdom came in at 4th place with 1445 arrivals, a market share of 8.8%. Followed by, 955 arrivals from Spain with a market share of 5.8%. Meanwhile, Germany was ranked as the top 6th top source market with 720 arrivals and a market share of 4.4%. France followed with 562 arrivals and a market share of 3.4%. Furthermore, with 546, 443 and 397 arrivals, Brazil, Ukraine, and Egypt came in as the 8th, 9th, and 10th highest performing markets since the border reopening.

Figures from the Ministry of Tourism indicate that a total of 223 tourist facilities are in operation as of 23rd September 2020. This includes 82 resorts, 03 hotels (in uninhabited islands), 106 Safari vessels, and 32 transit facilities (Greater Male’ Region).

Also read: Minister of Tourism Inaugurates “Maldives Border Miles” Program

prior to the border closure, the Maldives has welcomed a total of 382,760 tourists from around the globe. Since the border reopening the island nation welcomed 1,752 tourists in July 2020. Meanwhile, in August, the Maldives welcomed a total of 7628 tourists and 7,076 tourists from 1st September to 23rd September 2020.

The COVID-19 pandemic which brought the worldwide travel industry to an abrupt halt from February 2020 took its toll on Maldives tourism as arrivals saw a decline of -11% in February. However, Arrivals have started increasing slowly since the border reopening.

Feature image by Kanuhura Maldives
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Maldives Signs Partnership with Liverpool FC as Official Tourist Destination

Liverpool FC and Maldives sign Tourism Partnership

The Maldives, renowned for its breathtaking islands and luxurious resorts, has taken a bold step to enhance its global tourism reach through an exciting new partnership with Liverpool Football Club (LFC). Announced by the Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives), this multi-year agreement designates the Maldives as the official tourist destination partner of one of the world’s most iconic football clubs, covering both the men’s and women’s teams. This partnership aims to showcase the Maldives to a vast international audience, thereby driving a surge in high-value tourism to the island nation.

A Global Stage for the Maldives

Liverpool FC engages an audience of over 205 million followers globally, giving Visit Maldives an unparalleled platform to attract potential travelers. By leveraging the club’s influential reach, the Maldives plans to draw an additional 100,000 tourists in 2025, generating over $100 million for the country’s tourism revenue. Additionally, on April 2nd, during a high-profile match against Everton, the Maldives will unveil the partnership, with branding prominently displayed on LED boards at Anfield Stadium, ensuring millions of viewers worldwide see it.

This strategic alliance extends beyond brand visibility at LFC matches. Visit Maldives will place billboards across Europe, targeting affluent travelers in key markets, and secure coverage in LFC’s official publications and digital platforms. With LFC’s TV audience exceeding 211 million per season and 53 million followers on social and digital channels, the Maldives positions itself as a top destination for luxury travelers and football fans alike.

Exclusive Experiences and Sports Tourism

Moreover, this partnership offers the Maldives unique opportunities, including the creation of a Liverpool Academy in the Maldives, further boosting sports tourism. The academy will attract aspiring athletes and football fans, blending their love for the sport with the beauty of the Maldives’ stunning surroundings. In addition, additional fan zones, appearances by LFC legends, and interactive digital campaigns will further engage audiences and drive travel interest.

As a part of this effort, Visit Maldives will incorporate these activations into their global events, fairs, and roadshows, building a cohesive branding presence that emphasizes the Maldives as a luxury destination. The partnership will reach over 397 million people per season, with an expected media value of over $17 million annually, thus delivering a significant return on investment.

A Shared Commitment to Sustainability

Beyond tourism, this partnership reflects a mutual dedication to sustainability. Both LFC and the Maldives commit to protecting the environment, with LFC’s “The Red Way” program promoting sustainability in sports, while Visit Maldives champions ocean conservation and eco-friendly tourism. Since the Maldives faces challenges from rising sea levels and climate change, this collaboration highlights the importance of sustainable practices in preserving the island nation’s unique ecosystem.

Ben Latty, LFC’s Chief Commercial Officer, highlights the mutual goals of sustainability and unforgettable experiences in this partnership. Meanwhile, Ibrahim Shiuree, CEO & MD of Visit Maldives, expresses pride in aligning with Liverpool FC, noting that the collaboration will bring the Maldives closer to millions of passionate football fans and offer them a once-in-a-lifetime opportunity to experience the “Sunny Side of Life.”

Forging a New Era in Global Tourism

This partnership between Visit Maldives and Liverpool FC marks a significant milestone in the Maldives’ tourism marketing strategy. Not only does it strengthen the Maldives’ position as a premier luxury destination, but it also connects with global football fans, inviting them to experience the beauty and tranquility of the islands. Ultimately, by combining world-class tourism with the passion of football, the Maldives aims to capture the hearts of millions, inspiring them to choose the Maldives for their next unforgettable adventure.

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