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New Programmes To Boost Tourism

The Maldives government recently announced “The Border Miles Programme” which focuses on making travel experience better for its tourists.

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The Maldives is an island nation in the Indian Ocean. Famous among travel enthusiasts for life on its water surface and also under it, Maldives gets a major portion of its revenue from tourism and the pandemic has affected the revenue drastically. The government has come up with an innovative, mutually beneficial and an effective way to attract and retain tourists.

It recently came up with the “Maldives Border Miles Programme” and with it, became the first country in the world to announce and initiate such a traveller loyalty programme. It basically means that the more you visit, the more points you earn and the more benefits you get. Tourists will earn points on their visits and tourist activities. Brownie points will be awarded for specific travel, like travelling during a festival etc. One can use these travel points for other activities during their visit.

Planned to be initiated in December, this will be a three-tier programme. Three tiers being Abaarana(gold), Antara(Silver) and Aida (Bronze). How will these points be collected and used is not defined yet.

The Maldives is famous for its sea resorts and water sports. Apart from attracting potential customers (tourists)to visit the Maldives, This scheme is also an incentive for its existing tourists to visit this nation again and again. However, this system is a very long term process and its contribution to the economic recovery process will not be so significant.  The thought is that the more you visit, the cheaper and better your experience becomes. As compared to photoshop campaigns and extended visas, This kind of programme is unique and directly beneficial to both the parties, i.e. tourists and locals, and hence is more efficient and attractive.

References – The Times Of India

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Economies of the world that are majorly dependent upon tourism are looking for new ways to attract tourists. Both to recover from COVID-19 and to increase their competency in the tourism industry. This tourist loyalty program is an innovative approach to make Maldives a go-to-spot for vacation and travel enthusiasts. While this will surely increase the country's competency as a tourist nation, Lack of immediate result makes it no so significant of a tool for economic recovery post the pandemic. The scheme has an advantage over other forms of attention-seeking campaign as it is directly beneficial for the tourists.
It gives an incentive to travel more to the Maldives and will also support locals.


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