Refer to Fig. 1, information about a destination audit carried out by the Maldives Ministry of Tourism, Arts and Culture.
The global financial crisis has reduced the number of tourism bookings to the Maldives. In
January 2011, the Maldives Ministry of Tourism, Arts and Culture conducted a destination audit.
The purposes of this destination audit were:
• to survey industry partners in order to identify the competitors of the Maldives;
• to understand the core features of the Maldives tourism product;
• to find out whether the Maldives offers good value for money.
The results from the audit helped tourism authorities in the Maldives to develop their tourism product and to make strategic marketing decisions for the destination.