The purpose of this FAM trip was to promote the destination and showcase the unique experiences in Maldives with a specific focus on family, safety and affordability. It also aimed to highlight the stringent safety measures undertaken in the Maldives in relation to COVID-19 and to ensure Maldives is a safe haven for Middle Eastern travellers.

The Media team arrived January 25 from leading publications in the Middle East, including Savoir Flair, The National, Millennium Millionaire & Fact Abu Dhabi. These publications will promote the Maldives through both print and online mediums, alongside supporting coverage on social media platforms. The combined coverage generated from this FAM trip would be circulated physically more than 95,000 times, with an online reach of more than 3,7 million.

The media team was hosted by both Grand Park Kodhipparu and Sheraton Maldives Full Moon Resort and Spa for six days in the Maldives, where they experienced activities like family activities, wellness activities, sustainable initiatives implemented by the properties, tasting signature cuisines, snorkelling, water sports and other such unique experiences.

For the Middle Eastern market, this year focuses on innovative strategies and ultimate objectives, adopted to ensure the goals of achieving pre-pandemic arrival numbers. In this regard, several marketing activities have already been scheduled, including but not limited to joint promotions with notable tour operators and prominent airlines, participation in key travel trade fairs in the Middle East and roadshows covering the GCC and Saudi Arabia region.