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Maldives looks beyond ‘sun-sand-sea’, ventures into MICE , cultural, sports tourism
Maldives will look beyond its longstanding selling points of ‘Sun, Sand and Sea’ with plans to venture into MICE, cultural and sports tourism, the country’s official tourism promotion body has announced.
Thoyyib Mohamed, Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC), told journalists last Thursday that the Maldives needed to diversify its tourism product and focus on more niche markets.
“We have seen temporary efforts in marketing Maldives to several niche markets in the past; without a significant result. Therefore, I believe we need a good understanding of niche marketing and even better plans to achieve results,” he said, during the press conference held at MMPRC office in capital Male.
Thoyyib stressed that his corporation was in the process of creating a destination marketing plan to reach several niche markets in a sustainable manner. They include MICE, cultural and sports tourism, he added.
“We are working with a consultant to formulate these strategies for the year 2020,” he said.
The Maldives has been known as ‘The Sunny Side of Life’ for decades, owing to its monsoon-based climate, as well as the pristine white sand beaches and clear blue waters.
However, with recent changes in tourist demographics and the introduction of more affordable products such as guesthouses, there is a need to diversify the Maldives’ branding.
The government had earlier said cultural tourism would play an important role in developing the Maldives’ tourism industry. However, no concrete step has yet been taken to realise those objectives.
Maldives has welcomed over a million tourists this year, as the destination attempts to reach an ambitious target of 1.5 million visitors over the next three months.
The one millionth visitor of the year arrived in the Maldives on August 2 — a month ahead of last year. In 2018, the one millionth mark was reached on September 9, whilst it was celebrated in October the previous year.
According to official figures, total arrivals for the past seven months of the year increased by 17.2 per cent to reach 994,733 compared to the same period last year.
Maldives welcomed a record 1.4 million tourists in 2018. It was a 6.8 per cent increase from the 1,389,542 tourists that chose to holiday in the Maldives in 2017.
Meanwhile, government has revised its forecast for the number of tourists visiting the island nation this year, increasing the estimate to a record 1.6 million from 1.5 million.
This positive growth in the tourism industry comes amidst concerns by private organisations representing industry stakeholders such as the Maldives Association of Travel Agents and Tour Operators (MATATO) over the lack of effort and budget to promote the Maldives as a destination.
These concerns come as the world-famous holiday destination struggles to match an increased bed capacity.
Over the past few years, dozens of uninhabited islands have been leased to local and foreign resort developers. Several international brands have entered into the market, increasing the number of resorts to more than 130. That number is set to increase as another 20 resorts are expected to open over the next two years.
Along with the new resort openings come the challenge of increasing demand from budget travellers who choose guesthouses over luxury resorts that the Maldives is known for. The guesthouse sector has rapidly expanded with over 500 guesthouses in operation today.
The previous government announced steps to maintain a structured growth in tourism, including a slowdown in leasing islands for resort development and increased marketing efforts in key markets such as China and the Middle East in order to reach an ambitious target of a record 1.5 million tourist arrivals this year.
Meanwhile, the new government has pledged to ramp up tourism promotion.
Reflecting the new government’s pledge, the state budget for 2019 includes MVR 104,200,000 (USD 6.7 million) for tourism promotion, up from MVR 34,733,333 (USD 2.2 million) this year and the previous year.
Cover Photo: Kurumba Maldives
Angsana Velavaru is marking World Wellness Weekend with a series of holistic activities designed to support physical and mental wellbeing. From 19 to 21 September, the resort is hosting three days of complimentary sessions led by its in-house yoga instructor.
Each morning begins with aqua aerobics at the Kuredhi Pool, combining gentle resistance and the movement of water to awaken the body. On 20 September, attention shifts to an evening sunset yoga session, guiding participants through a flow of movement and breath as the sun sets over the island. The programme concludes on 21 September with sunrise yoga on the beach, a practice blending pranayama and ashtanga elements in the calm of dawn.
The resort’s wellness approach extends beyond the weekend, with a range of treatments available at the award-winning Angsana Spa. Therapists draw upon traditional Asian techniques to restore balance and energy, offering treatments such as body polishes, facials, and holistic massages with natural ingredients. Guests may also take part in personalised wellness rituals designed to nurture both body and mind.
Located in South Nilandhe Atoll, Angsana Velavaru integrates wellbeing into the island experience. From yoga and spa therapies to the tranquil pace of island life, the resort provides an environment where health and renewal are at the centre of the guest experience.
JW Marriott Maldives Kaafu Atoll Island Resort, located in the largest lagoon of Kaafu Atoll, is set to celebrate Chinese Golden Week with a curated programme designed for multi-generational families. Taking place from 1 to 8 October 2025, the week will feature a range of culinary experiences, family activities, ocean adventures, and wellness rituals.
Dining will take centre stage with Veyo presenting a series of experiences that pay tribute to both Asian and Maldivian traditions. Highlights include an Imperial Flavours buffet dinner and the restaurant’s signature Indian Ocean Night, inspired by the coastal culture of the region. Interactive sessions such as Mini Spring Roll Making and a Dim Sum Dumpling Class for children add a participatory element. At sunset, Wahoo Beach will host a cocktail event featuring Cantonese-inspired canapés, crafted cocktails, and celebratory toasts against the backdrop of the Indian Ocean.
Golden Week activities will extend beyond dining with a variety of family-oriented experiences. At the Family by JW™ Kids Club, children will take part in Golden Coin Treasure Hunts, chopstick-inspired crafts, mask and fan decoration, and panda sand art on the beach. The Teens Club will organise a table tennis tournament, while families will gather on the shoreline for beach games. The Watersports and Dive Centre will arrange kayak races, guided snorkelling excursions to Emboodhoo Island, and half-day tours of Malé City. Winners of the kayak races will be awarded a complimentary Sea Bob experience.
Wellness will also form a significant part of the programme. Spa by JW will introduce seasonal treatments, including the Golden Citrus Renewal, which combines a 60-minute massage with a mandarin-infused scrub, and the Golden Couple Escape, which features a massage, jade stone facial, and bath ritual paired with tea or sparkling wine. A Seven Days of Well-Being programme will complement the spa offerings, with activities such as sunrise Golden Flow Yoga, Moonlit Meditation, Mat Pilates, and High-Intensity Interval Training (HIIT) Burner sessions. Guests will also be invited to sample a seasonal herbal tea selection as part of the holistic experience.
“Our Associates are deeply passionate about creating meaningful experiences that resonate across generations,” said Srikanth Devarapalli, General Manager of JW Marriott Maldives Kaafu Atoll Island Resort. “Golden Week is a time of reunion and shared moments, and we look forward to welcoming families and travellers from around the world.”
The resort comprises 80 villas, each featuring a private pool and direct access to the Indian Ocean. Guests can choose between overwater villas with lagoon access or beach pool villas surrounded by tropical greenery. Designed to accommodate couples, families, and larger gatherings, the villas provide both space and privacy.
A Full Board Package is available, inclusive of complimentary speedboat transfers. Guests may book until 10 December 2025 for stays up to 15 December 2025.
The Westin Maldives Miriandhoo Resort has announced a series of complimentary and signature wellness experiences to mark World Wellness Weekend, scheduled for the third week of September 2025. The programme is designed around Westin’s five Pillars of Well-Being — Feel Well, Eat Well, Sleep Well, Move Well, and Play Well — encouraging guests to restore, move, and connect in the natural surroundings of the Maldives.
The activities commence on Friday, 19 September, with a game of water volleyball, combining light-hearted competition with physical activity under the Maldivian sun. As evening falls, the practice of Yoga Nidra will be held, guiding participants into a state of conscious rest and restoration.
On Saturday, 20 September, the agenda features Craft Your Glow, a workshop where guests create body scrubs using natural ingredients and tropical botanicals. The day continues with runWestin, an invigorating sunset beach run that highlights the benefits of movement and outdoor exercise.
The programme concludes on Sunday, 21 September, with Sunrise Yoga at the resort’s Yoga Pavilion. This gentle morning practice harmonises breath and movement, offering a balanced start to the day. Later, a Massage Workshop will provide guided techniques for easing tension in the head, neck, and shoulders, offering couples and individuals alike skills they can apply beyond their stay.
Situated in Baa Atoll, the Maldives’ first UNESCO Biosphere Reserve, The Westin Maldives Miriandhoo Resort integrates its well-being philosophy across the guest experience. The resort positions World Wellness Weekend as more than a schedule of events, presenting it instead as an opportunity to embrace mindful living, movement, and rest.
Guests considering a stay may also opt for the ‘Earn, Eat, Enjoy; package, which includes breakfast for two adults and two children, a resort credit of USD 70, and a range of complimentary wellness activities to enhance their island experience.
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