Maldives looks to boost share of mid-market business

The Maldives Tourism Promotion Board is targeting mid-market business in a drive to fill empty economy-class seats on inbound flights.

Simon Hawkins, consultant to the tourist office, said first and business-class seats were 65% and 80% respectively but economy was sat at around 50%.

 “We have done a great job attracting wealthier clients and the product is so good they would have come even if we had the worst strapline in the world.

“It’s not that we want to put the rich clientele off coming, far from it.“But we have paid less attention to the mid-market and in promoting what there is to do here in terms of events, culture and the people.”

Hawkins voiced concerns that the image of the Maldives being beautiful but a little boring still existed and he said he was keen to dispel it by placing the focus elsewhere.

He said he hoped to have a new campaign, strapline and mission in place by Germany travel trade show ITB next year which will ensure the UK market knows another side to the Maldives.

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