Maldives - Re-branding

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Re-branding tourism Slogan

Tourism Industry Power players criticize the governments decision to rebrand Maldivian tourism slogan as an unnecessary measure. Last year, the government had announced their intention to throw aside the age old tourism trade mark for Maldives the sunny side of life to another, yet undisclosed slogan. Speaking at DhiTVs Khabaru Therein programme about the re-branding of the Maldivian Tourism industry, Vice President of the Maldives Association for Travel Agents and Tour Operators Mohamed Haleel and Executive Committee Member Ibrahim Naazim said that, while there is no problem in re-branding, they do not see how it is relevant for the time being. Managing Director of Inner Maldives Holidays Mohamed Firaq said that, he accepts that they have been using the slogan sunny side of life for 11 years, but noted that there is a time and place for changes. He said that he does not believe that re-branding should be done at a time, when Maldives is facing financial problems because, however old the industry slogan might be, it had ushered in billions of dollars to Maldives in the past eleven years. He said that while billions have been spent on advertising Maldivian tourism using the old slogan, re-branding would again need billions to change advertisements, and promotional work. Firaq said that he has no knowledge if the government had discussions with industry experts before deciding on rebranding. However, MATATO says that they were consulted.