Maldives presentation

Destination - The Maldives
Sunny Side of Life
马尔代夫
阳光生活
China International Travel Mart (CITM), 2010
November 18 – 21, 2010, Shanghai, China

Outline 目录
• 马尔代夫总体概况
• 马尔代夫旅游行业
– 行业表现
– 马尔代夫旅游在
中国市场的发展
前景
• 提高旅游服务质量
• 问答环节
Maldives – Introduction
Maldivian Tourism
Industry
Industry Performance
Chinese Phenomenon in the
Maldives
Enhance Quality of
Experience of Chinese
Guests
Q & A

Maldives - Introduction 马尔代夫—总体概
况

Utilize tourism industry for the socio-economic
development of the Maldives.
利用旅游业刺激马尔代夫社会经济的发展
Ensure that the tourism industry is Sustainable.
确保旅游业的可持续发展
The industry to be driven by the private/public sector
partnership.
旅游业驱动私营、公共部门合作伙伴关系
Government – regulator/facilitator
政府 - 促进
The Maldivian Tourism Industry
Tourism Policy – Goals & Objectives
旅游业政策 - 目的 & 目标

TOURISM DEVELOPMENT – Supply : 1972 – 2010 (end Oct 2010)
旅游业的发展： 1972-2010 （截至 2010 年 10 月）
0
5000
10000
15000
20000
25000
30000
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Industry Performance 行业表现

-Tourist Arrivals 1972 – 2010 (end Oct 2010)
-旅客到访人数 1972-2010 （截至 2010 年 10 月）
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
550000
600000
650000
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010

(Origin of Tourist Arrivals 2003 - 2009)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2003 2004 2005 2006 2007 2008 2009
Middle East Oceania Americas Africa Asia Europe

-Reasons for Travel
-旅游原因
Tourist Opinion Survey - 2009

-Number of Return Visits
-回访的次数

-Number of Return Visits
-回访次数

- Activities 活动

- Distribution Channels 分销渠道

Tourism Contribution to GDP, 2004 – 2009
旅游业对 GDP 的影响
Year % Share of Tourism Contribution
2004 32.3
2005 22.7
2006 27.4
2007 27.9
2008 27.1
2009 26.5

马尔代夫旅游业
Success could be attributed to many factors.
成功的原因
Key Factors:
成功因素：
Principles of Tourism Development 旅游业发展原则
Commitment by the Private Sector 私营部门的协议
Strong Partnership - Private Sector/Government 友好的合作伙伴
关系—私营部门 / 政府
Strategic Marketing 市场策略
Product Innovation 产品更新
Hospitable People 热情好客
Employees – Locals & Foreign 雇员 - 当地人及外国人

• 1990s, the Approved Destination Status (ADS) > 100 countries
90 年代，指定旅游目的地（ ADS ） >100 个成员国
• MICE tourism – dominated initially,
会展旅游
• Shopping, Exotic Places & broaden their horizons.
购物，异国情调，开阔视野
• Increasing disposable income , greater global exposure,
增加可支配收入，加速全球扩张
• Woo Chinese tourists - Europe, USA and Asia
中国游客—欧洲，美国，亚洲
• The demand for chopsticks and chow mein is going to rise
市场需求快速增长
• CNTA Chinese tourists will make 51 million trips in this year,
7% increase from 2009
今年，中国出境游达到 5100 万，比去年同期增长 7% 。
• Not shy about spending their Yuan.
The Chinese Factor
中国的因素

The Chinese Factor
• Chinese spent over a staggering $42 billion overseas last year.
去年中国海外旅游共消费了 420 亿美元
• 5th
highest travel spending country in the world (UNWTO).
全球第 5 大旅游消费国
• 4th
largest outbound generating market by 2020 (100 mill) - UNWTO,
至 2020 年，全球第四大出境市场（ 1 亿）
BUT CHINESE WILL REACH 20 MILL. IN 2015
2015 年，中国游客将达到 2000 万
• Why?
• China’s scorching 8.7% GDP growth,
中国 GDP 增长 8.7%
• Relaxation of travel rules for Chinese citizens.
放宽中国公民出境游政策
• Who Benefits in South Asia?
- Sri Lanka a 35% ↑in foreign tourists but over 70% ↑in Chinese T.A.
中国的因素

The Chinese Factor
中国的因素

The Maldivian Tourism Industry The Chinese Factor
11,609
26,396
35,976
41,511
60,666
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2005 2006 2007 2008 2009

6,609
13,345
6,144
7,060
8,964 8615
12449
14998
13028 13476
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Jan Feb March April May June July Aug Sep Oct
4
4
2 3 3 2
4
1 1 13 3

The Maldivian Tourism
Industry The Chinese Factor
Challenges!
挑战！
• SAFETY & SECURITY
安全
• TO ENSURE THAT OUR GUESTS HAVE A
QUALITY EXPERIECNE
确保游客服务质量
• VALUE FOR MONEY
物有所值
• REPEAT VISITATION
重复参观

Challenges! 挑战
SAFETY & SECURITY 安全
Awareness! 需知！
• Beach Dynamics 活力海滩
• Tidal Movements (High Tide vs
Low Tide 潮汐活动（超涨 vs 潮
落）
• Deep vs Shallow Areas 深浅区
• Water Colour could be misleading
迷人的海水
• Swimming 游泳
• Water Bungalows 水上小屋

BEACH DYNAMICS 活力海滩

Tidal Movements (High Tide vs Low Tide 潮汐活动（潮涨 vs 潮落）

COLOUR COULD BE MISLEADING! 迷人的海水

DEEP VS SHALLOW AREAS 深浅区

WATER BUNGALOWS 水上小屋

Challenges! 挑战！
TO ENSURE THAT OUR GUESTS HAVE A QUALITY EXPERIECNE
确保游客得到丰富的体验
Create Awareness and give information about the UNIQUE
Environment which our Visiting to Enjoy!
给予游客充足的体验信息！
Advise to Be cautious EVEN if you are a swimmer
告知安全信息
Advise to WEAR LIFE JACKETS
建议穿着救生衣
Train TOUR GUIDES by providing information on the island
ocean dynamics
我们的救生员全部经过系统的海岛信息及救护培训
Work with your partners to address the communication gap
与您的合作伙伴建立通讯渠道

Challenges!
TO ENSURE THAT OUR GUESTS HAVE A QUALITY EXPERIECNE
CREATE AWARENESS AMONG YOUR GUESTS ON
ACTIVITIES THEY COULD UNDERTAKE!
SHOPPING, 购物
RELAXATION, 休闲
ENJOY THE TROPICAL ISLAND EVIRONMENT, 尽享热带海
岛
VISIT LOCAL ISLANDS, 参观本地海岛
DIVING, 潜水
WIND SURFING, 风帆冲浪
OTHER SPORTS 其他体育运动

MALDIVES IS A FRAGILE AND
VULNERABLE ECOSYSTEM
OUR ENVIRONMENT IS FRAGILE, SO FISHES AND OTHER
SPECIES LIVING ALONG THE BEACH ARE CRUCIAL PART
OF OUR ECO-SYSTEM.
ADVISE NOT TO TAKE ANYTHING BUT ONLY PICTURES!
BE A RESPONSIBLE TOURIST!

Q & A
Thank you for your kind attention!
感谢您的聆听！

Maldives presentation

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