MMEGA Maldives Airlines and its parent, MG Holdings Limited (collectively “MEGA”), were established in 2010 as a initially to capitalize on the fast developing outbound leisure traffic from China and Asia generally. A joint-venture between a US and a Maldivian company,MEGA launched its first flights in 2011, establishing the first non-stop scheduled services between Maldives and Hong Kong, Beijing, and Shanghai as well as charter flights to other points in Asia. Over the course of the next four years, MEGA has had a number of achievements including: • Number 1 market share in the China market: At over 110,000 return passengers, MEGA is the dominant airline in the China Market, which is approximately 30-35% of the market share. This is more than any other airline flying to China, either directly or via South-East Asian hubs. In fact, MEGA’s market share among direct competitors (i.e. those flying non-stop to China) is almost 50% • 4th largest international carrier of passengers to the Maldives: Ahead of long-established airlines such as Qatar, Malaysian and Etihad Airlines • 10-15% of ALL tourists that come to the Maldives: making it a key stakeholder in the country’s tourism industry MEGA’s business strategy is to identify niche destinations with strong demand and connect this with under-served fast growing markets using the most appropriate fleet. The Maldives is the main base on which this strategy has been executed with success, but the strategy can be equally replicated in other niche destinations.