Back to basics: Here’s how Maldives is ‘Redefining MICE’

The Maldives is best known as an idyllic place and a slice of heaven here on earth. The island is now marketing itself as a MICE destination.

The aim is to redefine the business environment, which is often thought to be sombre, serious and limited to boardrooms and conference halls. With scenic views and several high-end properties, Maldives is the ideal place for meetings and events.

TD has spoken with Thoyyib Mohamed, CEO & managing director, Maldives Marketing and PR Corporation about how Maldives is redefining MICE post-pandemic.

Travel Daily (TD): The Maldives was one of the first destinations to open up post-Covid. How have you geared up for the post-Covid MICE travellers?

Thoyyib Mohamed (TM): We in the Maldives wish to redefine MICE. There are hundreds of phenomenal properties in the Maldives – and meetings, incentives, events, and conferences can be held in a diverse variety of properties such as at the beach of a luxury secluded resort, on a private sandbank, or on the deck of an adventurous liveaboard.

“Our approach emphasises small-scale events, and with that comes safety.”

Our approach emphasises small-scale events, and with that comes safety. Since the pandemic, travel trends have shifted and we have witnessed the importance of technologies and health measures. Our success in the Maldives is attributed to the unrelenting importance we placed on health, safety, and wellbeing during the pandemic. Our unique one-island-one-resort concept and stringent safety measures earned the Maldives her place as one of the safest destinations in the world. We continue to prioritise these above all.

TD: What are the new MICE offerings for post-Covid travel in the country?

TM: The MICE offerings in the Maldives are incomparable to any other beach destination. Barefoot, drinks in hand, holding a boardroom meeting on the beach, that’s what we’re going for. Unique to the Maldives, our resorts are situated entirely within their own uninhabited island ensuring unparalleled safety measures and secluded privacy.

Our world-famous hospitality will ensure that your meetings and conferences are curated and coordinated to ensure that it is a productive and unforgettable experience. Think of it as everything that makes the Maldives so amazing plus MICE. After your event, go diving and explore the underwater world, embark on a night fishing journey with your team, and explore the Sunny Side of Life. Nothing brings a team closer than a shared experience in paradise.

TD: Any new MICE campaign to entice tourists to travel to the Maldives?

TM: We are conducting several campaigns under the theme ‘Redefining MICE’. Our campaigns promote the Maldives as an emerging top destination for MICE. We recently took part in MILT Congress 2022 and IMEX 2022 in Germany to promote MICE and we have conducted several campaigns in the Russia and CIS market targeted toward MICE travellers. We also conducted a global MICE campaign targeting various markets from 2021 to early 2022.

TD: What is the target MMPRC is looking at in terms of MICE tourist numbers in the next six months?

TM: Several of our properties have conducted amazing MICE events throughout the past months and we are seeing that there is potential for so much more. As of 12th August 2022, we have welcomed a total of over 1 million travellers to the Maldives and we believe that our MICE offerings have played a role in this.

TD: What are the new trends in MICE the country is witnessing?

TM: One of the newest trends we have witnessed in MICE is the need for small-scale and more intimate gatherings compared to large conferences and events. We believe that these small-scale events are a response to the social distancing and zoom fatigue that we have experienced throughout the past years, and that people are looking to reconnect face-to-face and have events that truly matter and leave a lasting impression. We are tapping into this trend by putting a new spin on MICE tourism by taking it back to basics. After all, the Maldives is unparalleled in offering that iconic ‘laid-back’ atmosphere for thought-provoking and stimulating discussions.