The Maldives Tourism Promotion Board is targeting mid-market business in a drive to fill empty economy-class seats on inbound flights at quiet times of year.
Simon Hawkins, consultant to the tourist office, said first and business-class seats were 65% and 80% respectively but economy was sat at around 50% during low season.
“We have done a great job attracting wealthier clients and it’s not that we want to put them off coming, far from it.
“But we have paid less attention to the mid-market and in promoting what there is to do here in terms of events, culture and the people – there is far more than the pristine natural beauty.
“The plan is to broaden the appeal and accessibility to wider audiences including the mid and niche markets.”
He said he hoped to have a new campaign, strapline and mission in place by Germany travel trade show ITB next year which will ensure the UK market knows another side to the Maldives.
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