Singapore Airlines (SIA) and the Maldives
Marketing and Public Relations Corporation (MMPRC) have signed a
Memorandum of Understanding to jointly promote tourism and boost
visitor arrivals to the Maldives.

Under the one-year agreement, effective 5 May 2019, each organisation will invest US$180,000 in cash
and US$40,000 in kind to fund activities such as roadshows, joint
marketing campaigns and familiarisation trips for media and travel
industry representatives.

“We are pleased to be working with MMPRC to
boost travel to Maldives,” said Singapore Airlines Senior Vice
President Sales and Marketing, Mr Campbell Wilson. “This
partnership enables us to play a more active role in promoting
sustainable tourism growth to the country. With nearly 140
destinations in more than 35 countries and territories in the SIA
Group network, we are also well-placed to support the development
of Maldives’ tourism sector.”

The marketing initiatives are aimed at visitors
from Australia, China, Japan, Singapore, South Korea and the
United States.

Tourist arrivals into Maldives increased by
6.8% year-on-year to 1.48 million for calendar year 2018.
Since 2017, more than 30% of annual tourist arrivals into
Maldives have come from the abovementioned countries.

SIA first flew to Maldives in March 1984
with a weekly Singapore–Malé service, while subsidiary SilkAir
launched four-times-weekly services in October 2015. Currently,
SIA and SilkAir operate a total of 16 weekly services to Malé,
offering convenient connections to other destinations in the SIA
and SilkAir network.

“I am very excited that Maldives and
Singapore Airlines have embarked on a joint marketing venture for
the very first time,” said Managing Director MMPRC, Mr Thoyyib
Mohamed. “This is a huge step forward for us in our effort to
promote the destination. The campaign will address a key component
of our strategy for 2019, and will cover promotions in six
important target markets. I have no doubt that our partnership
with such a prestigious airline will create incredible synergy and
help raise the profile of the destination Maldives … the sunny
side of life.”

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