Maldives government on Tuesday announced plans to promote tourism on taxis in Russia ahead of the Football World Cup.
Tourism minister Moosa Zameer during a ceremony said advertisements of Maldives tourism would be placed on 100 taxis in Russian capital Moscow.
The minister added that the new initiative was part of the effort to make up for the adverse effects on the archipelago's fragile tourism industry following the state of emergency in February this year.
The project is being undertaken by a German advertising firm for EUR40,000. Zameer said the initiative would give great exposure for the country's tourism industry.
"A lot of people from all around the world would go to support their teams. And plus Russia is a key market for us. We're also trying to improve flight connectivity. We're doing this together with MATI [Maldives Association for Tourism Industries] and the tourism industry," the minister explained.
The campaign would begin on June 15 and continue for two months, as Moscow hosts a total of 12 matches including one semi final and the final of the World Cup.
The Russian capital expects to welcome over 1 million visitors from all over the world, while city officials have claimed that over 85 percent of Moscow hotels have already been booked ahead of the global spectacle.