Maldives Named “Best Long-Haul Destination of the Year”
The Maldives has won the title of ‘Best Long-Haul Destination of the Year’’ in the UK’s Food and Travel Magazine Reader Awards 2022. The Maldives secured the title competing against destinations such as Canada, Ecuador, Fiji, Japan, Namibia, Seychelles, South Africa, South Korea and the Caribbean.
The magazine’s Food and Travel Magazine Reader Awards had been a highlight in the hospitality and travel industry since its inception. With honours given in 23 categories, including the top eateries, chefs, hotels, locations, tour guides, cruise lines, and airlines, it honours and recognises the "crème de la crème" of the tourist sector's food and beverage business.
Over the years, the UK has consistently been among the top source markets for the Maldives. With 10,025 arrivals (8.2% of the market share) as of January 22, 2023, the UK was the third-largest source market for visitors to the Maldives. With 179,309 visitors, the Maldives had an increase in visits from the UK of 185.6% in 2022. In order to keep the momentum for the destination going, MMPRC hosted a number of events in this area last year. This includes participation in major fairs such as WTM London 2022; destination roadshows in London, Manchester & Newcastle; joint marketing campaigns such as the campaign with British Airways; marketing and brand awareness campaigns with travel agents, tour operators, and media outlets; and familiarisation trips. Many similar activities are planned to be held throughout 2023 for this market as well.
MMPRC carried out 178 marketing actions in total in 2022. Over 90 marketing efforts, 44 fair appearances, six roadshows, ten virtual events, eighteen familiarisation tours, and ten more international events were all included in this. The Maldives received its 1.6 millionth visitor for the year in December 2022, two weeks before the year's conclusion, achieving the national tourist arrivals goal established by H.E. President Ibrahim Mohamed Solih for the year 2022. Additionally, the Maldives won the title of "World's Leading Destination" at the 2022 World Travel Awards for the third consecutive year. For the first time in the history of our country, MMPRC was also given the coveted title of "World's Leading Tourist Board."