A 15 second television advertisement of Maldives was aired daily during June. The advertisement was subtitled in Chinese. The main objective of this campaign is to promote Maldives in the Chinese market. Phoenix channel reaches over 42 million households, including more than 140 million viewers in mainland China.
China accounts for 4.4 percent market share of arrivals to Maldives. Maldives welcomed 26,396 visitors from China in 2006.