To enhance its presence in the UK travel market, Maldives Marketing and Public Relations Corporation (MMPRC) has announced a strategic partnership with Travelbag, one of the UK’s leading long-haul travel specialists. This collaboration is part of MMPRC’s ongoing efforts to reinforce the Maldives’ appeal as a top-tier holiday destination for British travellers.
Running from March to May 2025, the campaign focuses on directly engaging UK consumers and encouraging them to discover the Maldives’ rich offerings, from luxury island resorts and family-friendly experiences to marine adventures and eco-conscious travel. The partnership leverages Travelbag’s extensive retail and call-centre network, which spans eight key locations across the UK, and is responsible for the vast majority of the company’s bookings.
Travelbag, a subsidiary of the globally renowned DNATA UK, brings over four decades of expertise in crafting tailor-made, high-end travel experiences. Its core customer base frequently seeks out exotic and luxurious getaways, with the Maldives consistently ranking among the most preferred destinations. In recent years, Travelbag has observed a steady increase in both the number of bookings and the average value of trips to the Maldives, demonstrating strong interest and growing demand from UK tourists.
This joint initiative is designed to target a wide range of traveller profiles, including couples, honeymooners, families, solo adventurers, and small groups. The campaign employs an integrated marketing strategy that combines in-store promotions, direct customer outreach, and a robust digital presence. Through this approach, MMPRC and Travelbag aim to engage audiences across multiple channels and inspire bookings by showcasing the Maldives’ unique charm and unparalleled natural beauty.
With an estimated campaign reach of over 1.7 million potential travellers, MMPRC expects to generate significant returns, projecting approximately GBP 10,680 in revenue per booking over the three-month campaign period. The promotion aligns closely with MMPRC’s broader strategy for the UK market, which includes highlighting the Maldives as more than just a luxury escape, it is positioned as a versatile destination suitable for a variety of travel styles and experiences.
As of early April 2025, the United Kingdom remains the Maldives’ third-largest source of tourist arrivals, with over 70,000 visitors recorded, representing 10.6 percent of total international arrivals. To maintain and grow this vital market share, MMPRC continues to invest in targeted campaigns, trade partnerships, and high-visibility events.
In 2024, MMPRC’s UK-focused activities included the successful ‘Discover Maldives’ Webinar Series, participation in the prestigious World Travel Market (WTM) London, and hosting media networking sessions to strengthen relationships with key industry stakeholders. Plans for 2025 include deeper collaboration with international airlines, partnerships with online travel agencies, media outreach, influencer visits, and continued involvement in prominent trade exhibitions such as WTM London 2025.
By partnering with established travel companies like Travelbag, MMPRC continues to strengthen its promotional reach and ensure that the Maldives remains top-of-mind for UK holidaymakers seeking unforgettable, bespoke travel experiences in one of the world’s most iconic island destinations.
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