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Redefining MICE in Maldives: Euconica, Timeless Living

The Maldives is widely known as a honeymoon destination that offers romantic getaways to couples seeking to enjoy the picturesque views of white sandy beaches and crystal-clear waters. However, the Maldives is not just about romance and leisure anymore, as it has started to redefine itself as a destination that offers a perfect balance between work and play.

Thanks to the efforts of the Maldives Marketing and PR Corporation (MMPRC), the island nation has been making strides in positioning itself as an enviable destination that caters to business events with a touch of leisure. The "Redefining MICE" global business events campaign launched in 2021 became a flagship initiative as it focused on not only promoting event venues but also played up the natural beauty and activities that Maldives offer.

The success of this campaign has benefitted businesses such as the Crossroads Maldives, an integrated entertainment destination developed and operated by S Hotels and Resorts. David Arul Pragasam, the Cluster Director of Sales & Marketing at Crossroads Maldives, said that the resort has seen a surge of enquiries and quotes for 2024 and 2025 and is confident that this positive trend would continue.

Furthermore, the recent Visit Maldives Storytellers' Conference 2023 was a demonstration of the destination's ability to host major business events successfully. The conference was held at Crossroads Maldives and gathered over 70 content creators, journalists, bloggers, and media who were selected through a social media competition. During the conference, participants learnt to create compelling narratives that showcased the true essence of the Maldives as an excellent location for MICE events.

Helen Bolton, the Director of Sales and Marketing at Mihiri Island Resort, is also putting together targeted marketing plans to encourage island buyouts during the low season between May and October. Additionally, Soneva, a brand that runs Soneva Fushi and Soneva Jani in the Maldives, has observed a growing interest among its corporate clients for its properties.

Sonu Shivdasani, the CEO of Soneva, said that they had seen a healthy surge of 40 to 50% in enquiries and bookings specifically related to MICE from short-haul markets such as Singapore, India and the GCC. He also shared that people may not travel to the Maldives for a conference from Europe. Instead, they are focused on targeting SouthEast Asia, where direct flights within a four- to five-hour radius make it more convenient for corporate events, which can be combined with leisure time.

The Maldives has proven its ability to cater to not just leisure-seeking tourists but businesses as well. With its stunning natural beauty, activities such as snorkelling with manta rays, varied cuisine, and the efforts of the government and businesses, Maldives is steadily establishing itself as an enviable destination for business events with a touch of leisure.

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