On January 19, 2024, Velana International Airport celebrated a milestone event with the arrival of Hong Kong Airlines flight HX791 from Hong Kong International Airport, marking the return of tourists from Hong Kong Airlines to the Maldives.
This significant occasion was commemorated with a special ceremony, featuring traditional BoduBeru performances and gift packs for tourists, symbolizing a resurgence in tourism from a key market since the global pandemic.
China, including Hong Kong, has long been a vital market for Maldivian tourism. The resumption of direct flights from China, which began on January 18, 2023, after a three-year pause due to COVID-19, has been pivotal. Before 2020, China consistently led the arrival charts in the Maldives. In the year preceding the pandemic, over 187,118 tourists from China visited the Maldives, making it one of the top three source markets. The reopening of borders has seen a steady increase in arrivals, highlighting the importance of this region.
The event at Velana International Airport was graced by notable dignitaries including the Ambassador of the People’s Republic of China to the Maldives, H.E Ambassador Ms. Wang Lixin, along with representatives from The Ministry of Tourism, Maldives Airports Company Limited (MACL), Maldives Immigration, and various government and tourism associations. This gathering underscored the strong diplomatic and tourism ties between China and the Maldives.
Hong Kong remains a crucial part of this market. The establishment of direct flights from Hong Kong is expected to significantly contribute to the growing number of arrivals and further strengthen tourism relations.
The Maldives Marketing and Public Relations Corporation (MMPRC) has been actively promoting the Maldives in the Chinese market through strategic marketing efforts. In 2023, MMPRC conducted joint online promotions and familiarization trips, which played a vital role in attracting tourists.
Remarkably, the Maldives achieved its highest-ever tourist arrivals last year, exceeding 1.8 million visitors. Additionally, the Maldives has recently seen the opening of several new luxury hotels, offering even more exquisite accommodation options that are sure to appeal to Chinese travelers seeking premium experiences.
Moreover, the Maldives was honored as the ‘World’s Leading Destination’ for the fourth consecutive year at the 2023 World Travel Awards and the ‘World’s Leading Tourist Board’ for the second year running. The country also received the Global Tourism Resilience Award, recognizing its ability to recover and thrive post-disruptions.
MMPRC has lined up numerous activities for the Chinese market this year, including an e-learning campaign, digital promotions on major Chinese platforms, outdoor marketing, joint promotional campaigns, familiarization trips, social media campaigns, and participation in fairs and exhibitions. These initiatives are designed to solidify the Maldives’ position as a preferred destination among Chinese travelers.
The resumption of flights by Hong Kong Airlines and targeted marketing strategies in the Chinese market are set to yield positive results for the Maldivian tourism industry. This is a testament to the enduring appeal of the Maldives as a top travel destination, attracting visitors from around the globe to experience the ‘Sunny Side of Life’.
