The Maldives wants to redefine MICE

New campaign encourages planners to ditch the boardroom and embrace laid-back meetings.

To drive home the new campaign message, the Maldives team brought in the traditional joali — a swing chair — for its exhibition booth at the recent MILT Congress.
To drive home the new campaign message, the Maldives team brought in the traditional joali — a swing chair — for its exhibition booth at the recent MILT Congress. Photo Credit:Visit Maldives

A new campaign from Visit Maldives wants to redefine the 'sombre boardrooms and conference halls' usually associated with business events and encourage corporates to embrace 'bleisure' activities.

The 'Redefining MICE' global campaign was launched at the recent MICE India and Luxury Travel Congress (MILT Congress) at Grand Hyatt Mumbai, from 5-6 October.

To drive home the new campaign message, the Maldives team brought in the traditional joali — a swing chair — and table, instead of the usual meeting setting.

“Maldives is unparalleled in offering that quintessential ‘laid-back’ atmosphere for thought-provoking and stimulating discussions. There is no setting more appropriate to introduce our MICE offerings than here in India, the most important market for Maldives tourism today," said Managing Director of Visit Maldives, Thoyyib Mohamed.

India has routinely come up as one of Maldives top 10 source markets the last few years, even amid the pandemic, sending 191,824 (22.7%) of the 843,552 tourists as of 23 September 2021.

Local partners such as Baglioni Resort Maldives & Villa Hotels & Resorts were also present to share offers for the MICE segment followed by conferencing and networking sessions.

Attendees at the MILT Congress were also updated on Maldives' latest Covid-safe measures, the destination's advantage of naturally social-distanced geography, and its rigorous nationwide vaccination programme.

“The geography of the resorts — one resort, one island — has meant that we have been able to successfully manage tourist traffic in and out," said Mohamed in an earlier interview with M&C Asia.

As well as digital communication, this campaign will include MICE FAM trips and dedicated roadshows in different countries.

Interested planners can also tap on the 'My Virtual Maldives' event management platform, launched earlier in April connecting global attendees through hosted online events ranging from virtual exhibitions, roadshows, webinars to trainings and live marketing events.

'My Virtual Maldives' event management platform for the travel trade and consumers alike.
'My Virtual Maldives' event management platform for the travel trade and consumers alike. Photo Credit: Visit Maldives



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