Abstract: | 1. VISITOR ARRIVALS
Europe (66%) and Asia (22%) are the major regional markets of tourists to the Maldives. Of the European visitors, most were from
Western Europe.
Britain is the largest inbound market (16%) of tourist arrivals to the Maldives, followed by France (13%); Germany (12%) and Italy
(12%). China is the largest Asian inbound market (7%) followed by Japan (6%).
Compared to tourist arrivals in 2004, there was an 8% increase in visitor numbers from France, while there was an 11% decrease in
visitor numbers from Italy.
2. DEMOGRAPHICS
Visitors aged 25 to 44 years (62%) are the largest international holiday market to the Maldives followed by visitors aged 45 to 64
years (20%).
For every 100 international female tourists to the Maldives there were 108 male tourists. The greatest gender disparity in arrivals was
in the Middle East market with 65% more male arrivals.
3. PURPOSE OF VISIT
The main reasons for tourists coming to the Maldives were relaxation (55%); honeymoon (28%) and diving (11%).
The main reasons for choosing the Maldives as a holiday destination were peacefulness and tranquility (34%); white sandy beaches
(31%) or climate (18%).4. SOCIO-ECONOMIC PROFILE
Of the tourists to the Maldives, 39% were professionals; 16% were legislators, senior officials, or managers; and 11% were techni-
cians or associate professionals.
Of the tourists to the Maldives, 36% earn more than USD 41,000 annually. Middle income earners who earn within the income
bracket of USD 31,000 to 40,000 accounted for 9% of visitors. Income earners within the income brackets of USD 21,000 to
30,000 and USD 20,000 or less made up 21% and 14% respectively.
When compared to 2004, there is a 16% increase in the number of high income earners (USD > 51,000 annually) visiting the
Maldives in 2008 and there is a 5% decrease in the number of low income earners (USD < 20,000).
5. MODE OF TRAVEL
Singapore Airlines (16%), Sri Lankan (15%) and Emirates (14%) were the most popular airline choices for tourists to the Maldives.
6. TRIP PLANNING
Travel agents were used to organize travel to the Maldives by 45% of tourists; while tour operators were used by 24% and the internet
by 24%.
7. INFORMATION SOURCES AND INTERNET USAGE
The most common information sources used by tourists to the Maldives were friends and relatives (24%); internet (23%) or travel
agents (18%).
8. TRAVEL PARTY
The majority of tourists to the Maldives travelled as an adult couple (67%) while 18% travelled as groups of family, relatives or
friends. Of all tourists to the Maldives, 6% travelled unaccompanied.9. REPEAT VISITORS
The majority of visitors were first-time-visitors to the Maldives (75%), with only 25% repeat visitors.
10. LENGTH AND PLACE OF STAY
The average length of stay for tourists to the Maldives is 8 nights.
Of the tourists to the Maldives, 90% stayed in resorts, 4% in hotels and guest houses and 2% in safari vessels.
11. MEAL PLAN
Full-board (32%) and all-inclusive (31%) are the most popular meal plans. Of the visitors, 19% opted for half board and 13% chose
bed and breakfast.
12. ACTIVITIES
The activities enjoyed most by tourists to the Maldives were: diving (32%); spa (20%); water sports (18%) and island hopping
(14%). Surfing was enjoyed by 2% of tourists.
Although the capital Male’ is a short distance away from most resorts, only 30% of tourists visited the capital. Of whom, 70% stated
sightseeing as their main reason for traveling to Male’ while 14% stated shopping.
13. EXPENDITURES
Of the tourists to the Maldives, 48% spent below USD 1,000 during their trip, 36% spent between USD 1,000 and 5,000, and
10% of visitors spent more than USD 5,000.
14. QUALITY OF AIRPORT SERVICES
Of the tourists to the Maldives, only 34% rated immigration services as ‘excellent’, while only 35% rated customs services as ‘excel-lent’. Less than 26% rated the services at the information counter as ‘excellent’. For an up market holiday destination, airport services
have to be outstanding. Several of the visitors commented on the need for a speedier immigration process and friendly greetings.
15. QUALITY OF MEET-N-GREET SERVICES
Over 71% of the tourists were more than satisfied with the meet n greet service provided at the airport by resort representatives and
45% rated the service as ‘excellent’. Similarly, 70% of tourists were more than satisfied with the sea transfer service from the airport
to the resort and 42% rated the service as ‘excellent’. Of those who evaluated the sea plane air transfer services, 47% rated the service
as ‘excellent’.
16. QUALITY OF PLACE OF STAY
The quality of place of stay was assessed on both front-line visitor services and facilities. The quality aspects assessed were accom-
modation, food, beverages, cleanliness, hospitality, resort facilities and recreational facilities. On average 44% rated their place of
stay as ‘excellent’ in all 7 categories assessed. Hospitality was rated as ‘excellent’ by 57% of tourists and accommodation was rated as
‘excellent’ by 48% of the visitors.
The recreational facilities and beverages received the lowest score with only 35% and 36% rating these aspects as ‘excellent’.
17. QUALITY OF ENVIRONMENT
Of the tourists, 60% rated the natural environment at their place of stay as ‘excellent’. The overall concept of resort/hotel was rated
as ‘excellent’ by 46% of visitors. The design and interior decoration of the room was rated ‘excellent’ by 41% of visitors.
18. PRICE PERCEPTIONS
Overall, the prices of water, alcoholic beverages and soft drinks were found to be ‘expensive’ in the Maldives. The prices charged for
drinking water in the resorts of the Maldives was considered ‘expensive’ by 40% of tourists. Alcoholic beverages and soft drinks were
considered ‘expensive’ by 38% and 36% of visitors respectively.
The souvenir items were considered ‘expensive’ by 40% of visitors.Prices charged for accommodation and food in the Maldives is ‘reasonable’. Of the tourists to the Maldives 53% considered accom-
modation prices as ‘reasonable’ while 52% considered food prices as ‘reasonable’.
19. MEETING EXPECTATIONS
Over 90% of tourists to the Maldives stated that the holiday met their expectations.
One out of two visitors to the Maldives had visited a destination similar to the Maldives. The most popular similar destinations are
Phuket, Mauritius, and Seychelles. Other similar destinations include Caribbean, Bali, Malaysia, Tahiti, Hawaii, Fiji, Philippines,
Goa, Indonesia and Hainan Islands.
The Maldives is competitive with other similar destinations and does not have a significant price disadvantage. Half of the tourists
to the Maldives rated the quality of the services or facilities, security and hospitality in the Maldives to be at the same level as in
similar destinations.
20. INTENTION TO REVISIT OR RECOMMEND
Over 80% of tourists to the Maldives have the intention to visit the Maldives again, while 98% of the visitors would recommend
the Maldives to others as a holiday destination. |