Roadshows In Key Cities, Influencers In Maldives' 'PR Push' To Woo Indian Tourists Back

hit hard by boycott, maldives to hold roadshows in india to woo tourists back

Alarmed by the steady decline in the number of Indian tourists arriving in the island nation amid the strained diplomatic relations between the two countries, Maldives has planned a number of roadshows across Indian cities in its latest “PR push” to woo back Indian tourists.

The diplomatic ties between India and the Maldives remain strained after several Maldivian officials, including senior Ministers, used derogatory remarks against Prime Minister Narendra Modi in January after he compared Lakshadweep to the Maldives upon his visit to the Union Territory. A boycott call was announced by several Indians with several celebrities promoting Lakshadweep as an alternative to the island nation.

The island country – which relies heavily on tourism – has made several efforts to mend its ties with India. A major tourism body in the island nation recently held a meeting with the Indian High Commissioner in Male to enhance travel and tourism cooperation among the two countries.

The Maldives Association of Travel Agents and Tour Operators (MATATO) following a discussion with the Indian High Commissioner in Male on April 8 announced that plans are underway to hold roadshows across key cities in India and to rop in influencers in the forthcoming months.

“MATATO expressed its intention to collaborate closely with the Indian High Commission in Maldives to bolster tourism initiatives. Plans are underway to launch a comprehensive roadshow across key cities in India and to facilitate influencer and media familiarisation trips to the Maldives in the forthcoming months,” the tourism body said in a statement.

Maldives witnessed a notable drop in the number of Indian travellers visiting the island nation following the diplomatic row.

The number of Indian tourists visiting the Maldives has dropped by 33 per cent as compared to last year, Maldivian website Adhadhu reported, citing data from the Maldives Tourism Ministry.

According to Tourism Ministry statistics for 2023, 41,054 Indian tourists visited the Maldives by March 4 last year. The number of Indian tourists recorded as of March 2 this year was 27,224. This was 13,830 lesser than last year, Maldives-based Adhadhu reported.

In the same period last year, India was the second largest source market for tourists to the Maldives with a 10 per cent market share. However, India is now in sixth place on the list with a six percent market share.

The relationship between India and the Maldives witnessed a diplomatic low after the pro-China President came to power in November last year.