The Maldives and India have enjoyed a long and cordial relationship, based on mutual respect, cooperation, and cultural affinity. However, a recent incident on X (formerly Twitter) has threatened to sour the ties between the two countries. Some Maldivian government officials posted negative and disrespectful tweets towards the Prime Minister of India, Narendra Modi, in response to his campaign promoting Lakshadweep as an alternative destination for Indian travellers for holidaying instead of travelling to the Maldives. These tweets have sparked a strong retaliation in social media by Indian film stars, who expressed their support for Modi and their displeasure with the Maldivian officials.
This episode has not only damaged the image of the Maldives as a friendly and hospitable nation, but also jeopardized its tourism industry, which relies heavily on Indian visitors. According to Visit Maldives, India was the top source market for the Maldives in 2023, with more than 500,000 arrivals, accounting for 23% of the total tourist arrivals. The Maldives also benefited from the air travel bubble agreement with India, which facilitated the movement of people and goods amid the COVID-19 pandemic. Therefore, it is imperative for the Maldives to take swift and sincere actions to repair the relations with India and restore the confidence of the Indian tourists.
Here are some suggestions on how to mitigate the negative PR and promote the Maldives tourism after the Twitter spat:
- Apologize publicly and unconditionally to the Prime Minister of India and the Indian people for the offensive tweets. The Maldivian Foreign Minister, Moosa Zameer, should convey his apology and solidarity to his Indian counterpart, Subrahmanyam Jaishankar. The Maldivian officials who posted the tweets should delete them and apologize individually as well.
- Take disciplinary actions against the Maldivian officials who posted the tweets. The Maldivian government should hold the officials accountable for their actions and impose appropriate sanctions, such as suspension, demotion, or dismissal, depending on the severity of their misconduct.
- The Maldivian government should also review its social media policy and guidelines for its officials and staff, and ensure that they adhere to the principles of professionalism, courtesy, and respect in their online communications.
- Consult PR experts to devise and implement a positive PR campaign to highlight the Maldives-India friendship and the Maldives tourism attractions. The Maldivian government and the Maldives Tourism Board should collaborate with PR specialists who have experience and expertise in crisis management, reputation building, and media relations. The PR specialists can help the Maldives craft and deliver effective messages that showcase the historical, cultural, and economic ties between the two countries, and the unique features of the Maldives as a destination for holidaying, such as its natural beauty, its marine wealth, and its sustainability efforts. The PR specialists can also help the Maldives identify and reach out to the relevant media outlets, journalists, and influencers who can amplify the positive messages and counter the negative ones.
- Invite prominent Indian personalities, such as film stars, sports icons, and influencers, to visit the Maldives and share their experiences with their fans and followers. The Maldivian government and the Maldives Tourism Board should leverage the power and popularity of Indian celebrities to attract and persuade the Indian tourists. The Maldivian government and the Maldives Tourism Board should also offer special discounts and incentives for Indian tourists, such as visa waivers, free PCR tests, and complimentary upgrades, to encourage them to visit the Maldives.
- Engage in dialogue and cooperation with the Indian government on issues of mutual interest and concern. The Maldivian government should maintain regular and constructive communication with the Indian government on various bilateral, regional, and global matters, such as trade, investment, security, climate change, and COVID-19 response. The Maldivian government should also seek to enhance the cooperation with the Indian government on tourism development, such as by facilitating the exchange of best practices, and supporting the capacity building of the tourism sector. The Maldivian government should also express its appreciation and gratitude to the Indian government for its assistance and support to the Maldives, especially during the COVID-19 crisis.
By following these steps, the Maldives can hope to overcome the negative impact of the Twitter spat and rebuild the trust and goodwill with India, its largest and closest neighbour and friend. The Maldives and India have a lot to gain from a strong and stable partnership, and a lot to lose from a strained and hostile one. Therefore, it is in the best interest of both countries to preserve and nurture their friendship, and to avoid any actions or words that could harm it. The Maldives and India are not rivals, but partners, in the pursuit of peace, prosperity, and happiness for their people and the region.