Maldives Marketing and Public Relations Corporation (MMPRC) has launched a social media marketing campaign for the Chinese market on Weibo and WeChat.
The campaign is held from March to May 2023.
The social media marketing campaign “will inspire Chinese travelers to choose the Maldives as their destination of choice” following the reopening of Chinese borders for leisure travel.
The campaign includes 45 original posts and 12 original articles on the Visit Maldives accounts for Weibo and WeChat promoting the products, experiences, and segments of the Maldives.
Additionally, the campaign will also be conducted to give away a free holiday to the Maldives to lucky winners.
MMPRC claimed the campaign is estimated to reach 1.4 million users.
WeChat and Weibo are the largest and second largest social media platforms respectively with 1.17 billion monthly active users and 530 million monthly active users, respectively.
WeChat and Weibo dominate the social media landscape in China, and are the go-to platform for the Chinese market.
Meanwhile, the arrival of the first Chinese flights to the Maldives was a trending topic on Weibo, as and such, this campaign provided the opportunity to further leverage the trend on traveling to the Maldives.
MMPRC has conducted 17 similar WeChat and Weibo campaigns targeted at the Chinese market in the past.
The Chinese traveler market consistently topped the arrival charts to the Maldives before 2020, when the country closed its borders for nearly three years due to the Covid-19 pandemic.
China was the top source market with 284,029 arrivals in 2019. However, the arrival figure fell dramatically during the pandemic.
The country resumed its outbound travels earlier this year with the first direct flight from China to the Maldives on 18th January 2023. Since resumption, the Chinese traveler market has gradually risen to the 06th top source market spot with 30,353 arrivals as of 29th April 2023.