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Maldives told to broaden marketing

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More than couples are needed to fight hotel oversupply
The Maldives needs to expand its marketing to tourism segments beyond couples and honeymooners in order to increase inbound arrivals, industry players said at the Bank of Maldives Hotelier Summit this week, held as part of the inaugural Travel Trade Maldives show.
The strategy is key in view of the destination’s increasing capacity putting pressure on room rates.
“Two years ago, a room in a 5-star property in Maldives was sold from US$700 with breakfast. Now, 5-star room rates start from US$500,” Suresh Dissanayake of Adaaran Resorts in the Maldives told TTG Asia.
“The Maldives should look at organising international sporting events and entertainment events using international celebrities to promote Maldives.”
Spencer Lee, head of commercial at Malaysia AirAsia, agreed: “The Maldives needs to have more stories to appeal to everyone. Not just high flyers, honeymooners and couples.”
TTG Asia

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