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THE Maldives Tourism Promotion Board has kicked off a comprehensive marketing drive to stem cancellations and encourage new sales.

Director Abdulla Mausoom said the action plan was "very ambitious" but will be confirmed in full when funding has been secured. At this stage, the tourist board expects to raise $500,000 from the private sector with the government likely to contribute $1 million. Mausoom appealed for operators to put together discounted packages with hotels or destination promotions, which the board would then help to promote with joint advertising.

Initial action to date includes letters sent out to concerned parties saying the Maldives is functional, and the organisation of fam trips supporting media and tour operator inspection teams.

"I’m very optimistic. Once consumers and the trade know what we know, they will be happy to come back," he said.

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