The purpose of this two-week campaign was to promote the destination and the unique experiences available in Maldives. In this regard, this campaign also aimed to inform prospective travellers from the Middle East about the safety measures that are imposed in the Maldives and ensure them that Maldives is a safe haven.

Al Khaleejiya is one of the most popular radio channels in the UAE, and one of the highest ranking Khaleeji channel in the region. By utilising the channel's weekly reach of 480,000+, their exclusive audience of 379,000, and their weekend reach of 223,000 listeners, the campaign would reached out to Emiratis on a mass scale, aiming to create inspiration for choosing Maldives as their preferred holiday destination.

With the reopening of major Middle Eastern borders, tourists are able to visit Maldives more frequently now. Thus, marketing efforts in the Middle Eastern market have increased in order to regain the market share, and increase tourist arrivals from the GCC and the KSA region. This is carried forward by utilising campaigns such as the joint campaign with DNATA Travel and promotions with Emirates Woman, targeting potential segments. Under the Rediscover Maldives campaign, a series of webinars were also conducted for the travel trade of the Middle East market and other key markets.