Island inspiration for incentive travel

Last October, Visit Maldives launched its ‘Redefining MICE’ campaign. This aims to present the destination as one where companies can seamlessly merge business with leisure through a range of innovative experiences.

At the time of the launch, CEO and MD of Visit Maldives, Thoyyib Mohamed said; “The Maldives is unparalleled in offering that quintessential ‘laid-back’ atmosphere for thought- provoking and stimulating discussions.”

From barefoot boardrooms to plenary sessions with lagoon views, to snorkelling with mantas and enjoying sunrise yoga, the Maldives provides an inspiring backdrop for any event. Enjoying a reputation as a popular leisure destination, its tourism bureau wants to take it to the next level with the MICE market.

“We have packed 2022 with exciting marketing campaigns, specifically to promote MICE tourism worldwide, including a global media campaign across 12 markets. We also hosted a MICE-dedicated roadshow in London coinciding with World Travel Market. MICE fam trips, digital brochures and videos, social media campaigns, and exhibitions are in the pipeline to place the Maldives as a leading destination for MICE,” said Thoyyib.

The destination is investing in widening its appeal to business travellers. It offers meet and greet services, immigration and customs clearance, and group or individual transfers from the airport to groups’ chosen meeting venue, by sea or air for all meetings and conferences.

With safety an important consideration in the wake of the Covid-19 pandemic, the Maldives by its very nature is an enticing proposition. “Our unique geography of scattered islands and the ‘one-island-one-resort’ concept ensures that travellers are naturally socially-distanced, and able to spend time in absolute safety, serenity, and seclusion.

“Last year, we also launched the ‘I’m Vaccinated Campaign’ to promote the vaccination efforts undertaken in the Maldives. Our target is to place the Maldives as the first destination with a 100% vaccinated tourism workforce. As of 8 February 2022, 97.5% of the tourism workforce are fully vaccinated, so we are well on our way to achieving this goal,” said Thoyyib.

Sustainability is a national mission, not a trend

As a destination with fragile ecosystems, Thoyyib believes its strong stance on sustainability and environmental awareness will attract the attention of planners with sustainability as a an important corporate value.

“The Maldives has strict regulations in place for the protection and conservation of our natural habitats and resources. In tourism, we have regulations on resort construction, limitations on built-up areas of resorts and sustainable waste disposal methods,” he shared.

Currently, the Maldives has over 73 protected areas, and three UNESCO Biosphere Reserves within which economic activity is strictly limited. Thoyyib said the amendments to the Import-Export Act also came into effect last year, under which there will be a gradual phase out of all single-use plastics imports by 2023.

“Most tourist establishments in the Maldives have also taken the government’s sustainability initiatives to heart and almost every island in the Maldives now has some kind of eco-safety programme ongoing at any given time.

“Maldivians and foreign investors alike have joined together to preserve the natural beauty of the Maldives through programmes like coral nurseries, sea turtle and manta ray conservation, and even rainwater harvesting systems,” he concluded.