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‘Game-changer’ enters Maldives tourism scene
T
he Maldives will see the first phase of a four-mile- long development that
encompasses nine man-made islands open to guests in early 2019. Crossroads will be the largest integrated resort in the Indian Ocean, according to Thailand-based developer ingha Estate, which is spending 0 million on the project. The development will be a 15-minute speedboat ride from Male International airport and features the nation’s first luxury yacht marina and eight hotels, including Hard Rock Hotel Maldives and SAii Lagoon Maldives, a Curio Collection by Hilton property. Crossroads will also boast high-
end restaurants, boutique shops and a beach club. The initial phase is costing $311.5 million for three islands, with another . million for the six remaining islands.
The second phase is expected to be complete within five years. Kittsanan Kittamaytrapemadej,
rossroads’ chief marketing officer, said: “Crossroads will create game- changers for Maldives tourism, from traditional hotels and resorts to integrated destination experiences.” The Maldives placed its 2019 tourism marketing plans on hold awaiting the arrival of its new government, which was sworn in on November 17.
Haris Mohamed, acting managing
director of Maldives Marketing PR Corporation, the state-owned tourism body, said: “There will be a pause as the new government settles in, but we know they will be making tourism a priority.”
The Maldives is on target to reach 1.4 million tourists by the end of this year.
“Brand Maldives continues to be widely recognised,” said Ahmed Shiaan, Maldivian ambassador to the UK. “But there are new source regions where we are seeing great growth too.”
Rock Star Villa Pool Suite at Hard Rock Hotel Maldives
North American visitors to the country have risen by 20%, despite almost no promotion, while India is also set to bring an influx of visitors, following the introduction of services such as oir’s flights from Mumbai and Delhi to Male. Shiaan hinted four more airlines could also start flying to the Maldives next year. The new international airport, designed to cater for more than 7.5 million passengers and to handle the Airbus A380, will be ready for passenger flights by the end of the year”.
more than 0 hours the first time this has ever happened. Last year, Macao welcomed some 2. million visitors and is set to beat this in 2018, despite the disruption caused by Mangkhut. The region recorded a new monthly
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record in August with 3.4 million arrivals and there was an 8.9% rise for the first eight months of the year to 23.2 million visitors – 71% of these were from mainland China and another 18% from nearby Hong Kong.
Mauritius growth M
auritius is setting its sights on tourism growth of in 2019 via a significant boost in airlift and an expansion of the island’s year-round appeal.
Raj Bhujohory, chairman of Mauritius Tourism
Promotion Authority (MTPA), said Mauritius had seen an increase in visitor numbers of 2% year-on-year to the end of eptember but that new flight links would boost 2019 figures. litalia re-launched flights to Mauritius on ctober 2, following new services from Saudia and KLM, launched last year. M’s flight is in partnership with ir Mauritius, allowing the two carriers to offer a year-round service from Amsterdam. We’ve also seen more flights from ermany, which is securing that as a year-round market,” said Bhujohory. The top markets for the past five years have been rance, , ermany and Italy. European visitors are welcome, as they spend more and stay longer.” He added that of the 1.4 million visitors, 40% are
repeat guests. The MTPA is promoting tourism initiatives that integrate locals and visitors. “People are starting to explore the other side of the island, away from the beach, and locals are entering into more and more tourism enterprises, such as home- cooking lessons and dining,” he said. Bhujohory also welcomed a “new breed” of hotels that focus on more interaction and environmental initiatives, such as Salt by Lux Resorts and C Resorts by Constance.
Sri Lanka’s new strategy
new brand strategy designed to appeal to millennial travellers will be used by Sri Lanka in 2019. Sri Lanka Tourism Promotion Bureau’s So Sri Lanka campaign will be based on the country being “a feeling”, rather than “just a destination”, according to minister of tourism and wildlife Vasantha Senanayake. o ri anka is an amplifier brand that supports and engages typical millennial travel exploration,” he said. “This is important in view of the statistic that in 2020, 50% of travel revenue will be spent by millennials, and Asia is a millennial favourite, so we are committed to making Sri Lanka future- savvy and a vibrantly relevant destination going forward.” The campaign also signals the first time that the tourism
A
bureau has adopted a digital-first approach to tourism marketing. A video is currently in production highlighting the Indian Ocean island’s natural beauty, diversity and dramatic landscapes and is due to launch in early 2019.
winter 2018 wtm insights 19
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