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Maldives remains favourite amongst Chinese travellers, new survey finds
Maldives ranks amongst the most favoured holiday destinations for Chinese travellers over the next year, a new survey by Hotels.com has revealed.
According to Hotels.com’s Chinese International Travel Monitor (CITM) survey, the key factors for Chinese travellers to choose their next holiday destination has safety on top of the list, with historical or heritage reasons and bucket lists being the next two important factors. Taking those factors into account, Singapore is the most favoured destination for Chinese travellers in the next 12 months.
The other nine cities are the Maldives, Sydney, Tokyo, Hong Kong, Bangkok, Australia’s Gold Coast, Hokkaido, Kuala Lumpur and Seoul.
More spending power, longer stays
The survey noted that Chinese tourists, in general, are expected to spend a daily average of USD 446, with average stay of seven days per visit when they travel. Overall, they are spending more than a quarter (28 percent) of their income on international travel, with millennials being the biggest spenders, allocating 35 percent of their income to travel, it said.
According to the survey, the average amount spent per day, inclusive of accommodation, also increased by eight percent to USD 446 from USD 414 in 2016. For the first time in the survey’s history, shopping is no longer the prime reason for international travel, as leisure, culture and eco tourism are the new flavours.
Looking ahead, Chinese travellers said they intend to spend an average of 10 percent more on travel over the next 12 months.
The new generation
The survey, which was carried out amongst Chinese travellers aged 18 to 57 who have travelled overseas in the past 12 months, said there is a new generation of travellers rising in China – the ‘more generation’. Comprising Chinese travellers of all age groups, they are more educated and increasingly sophisticated in their tastes and expectations. They want more of everything; more time travelling, more locations, more exotic experiences, and they are spending more.
This generation is also providing huge economic benefits to global economies as they are traveling internationally more often and for longer than ever before. In the past year, the number of trips they took worldwide increased from three to four, and the length of stay from five to seven days. They are also visiting multiple cities per trip, with over 80 percent saying they would not just stay in a single city.
Jessica Chuang, Hotels.com’s Regional Marketing Director for Greater China, SEA and India, believes that with the rising Chinese middle-class with vast disposable income, countries cannot ignore the impact that the Chinese tourist can have on a country’s economy.
“Southeast Asia has been identified as a key market to have significant increased outbound travel of Chinese tourists,” she was quoted as saying.
“Cities and hotels across the region must look at how to best develop solutions that tap into their enormous spending power.”
According to Hotels.com, hotels across Asia Pacific have started to recognise what is needed and have turned to social media and marketing programmes to attract the Chinese traveller, while increasing the number of Mandarin speaking staff, and offering Chinese payment facilities.
China has maintained its position as the single biggest source market despite falling numbers over the past year. In 2016, the Maldives welcomed 324,326 visitors from China, which was a 9.8 percent drop compared to the previous year. China has continued its downward spiral this year as well with a 9.1 percent drop in Chinese arrivals during the first five months of the year.
As arrivals from China drop steadily, the Maldives has recently announced plans to step up marketing in China in order to increase the number of Chinese tourists to one million per year.
Photo: CNN
Action
Nova Maldives to host PADI AWARE Week this September
Nova Maldives will renew its partnership with PADI this September to co-host Project AWARE Week from 16 to 20 September 2026.
Organised by the resort’s marine team, the programme will give guests, from first-time snorkellers to experienced divers, opportunities to combine marine wildlife observation with practical conservation activities. The initiative is intended to turn time spent in the ocean into an educational experience while encouraging greater awareness of marine conservation.
This year’s AWARE Week coincides with PADI’s 60th anniversary and Nova Maldives’ fourth year of operation in South Ari Atoll. Now in its eighth global edition, PADI AWARE Week has developed into a citizen science movement within the diving community and has helped rescue more than 41,000 entangled marine animals to date.
Through its continued participation, Nova Maldives aims to encourage guests to become ocean advocates and remain engaged with marine conservation beyond their stay.
Guests staying at Nova during AWARE Week will be able to participate in a programme designed for different levels of ocean experience. Activities will include:
- Ocean immersion and storytelling: Sessions inspired by Blue Planet and other ocean documentaries, highlighting the diversity and vulnerability of marine life.
- Dive Against Debris: Underwater clean-up dives in the resort’s lagoon, during which participants will remove plastic and other waste before recording the findings in PADI AWARE’s global database.
- Whale shark snorkelling: Guided encounters that will allow guests to swim alongside whale sharks in the open waters of South Ari Atoll.
- Manta ray and turtle-spotting excursions: Guided boat trips to feeding and nesting areas where manta rays and turtles can be observed in their natural habitats.
- Coral restoration workshops: Practical sessions introducing guests to coral planting and the resort’s ongoing reef regeneration work.
“Some of the most meaningful work happens when you show up year after year. Four years into Nova’s story, we’ve learned that the health of the reef tells us a great deal about the impact we’re making, and that the guests who choose to return aren’t just here for the view,” said Abdulla Aboobakuru, General Manager of Nova Maldives.
“They’re here because Nova reflects something they already care about, including care for the ocean, a sense of community and a more thoughtful way of experiencing the places we visit. That’s what we hope Nova can inspire in new and returning guests alike: less a destination, more a calling.”
The resort’s marine conservation work continues throughout the year. Its coral nursery contains a growing collection of metal frames holding individually secured coral fragments, which are later transplanted onto the house reef. Guests are regularly invited to participate in the planting process, while the marine team monitors the young coral colonies as they develop.
Nova Maldives also maintains partnerships with the Maldives Whale Shark Research Programme and Manta Trust. The resort is accredited as a Responsible Manta Tourism Operator, with the partnerships supporting its year-round approach to marine conservation.
Awards
Sun Siyam Vilu Reef secures Best House Reef title at TTM Awards
Renowned for its marine life and underwater experiences, Sun Siyam Vilu Reef, part of Sun Siyam’s Privé Collection, has been named Best House Reef at the Travel Trade Maldives (TTM) Awards 2026.
The award recognises the resort’s marine environment, which is accessible directly from its beaches and overwater villas. The annual TTM Awards and Gala brings together travel professionals and hoteliers from across the archipelago to recognise achievements within the Maldivian hospitality industry.
The island’s coral reef is home to marine species including resident sea turtles, reef sharks, tropical fish and eagle rays. Guests can explore the reef through guided excursions led by the resort’s resident marine experts, customised scuba-diving experiences and coral restoration initiatives designed to support the long-term preservation of the marine environment.
“Our reef is the living soul of Sun Siyam Vilu Reef, shaping every visitor’s journey from the moment they step into our turquoise lagoon,” said Masdhooq Saeed, Cluster General Manager. “To be named the Maldives’ Best House Reef is an immense honour, strengthening our commitment to nurturing this remarkable marine sanctuary so our guests can keep discovering its quiet magic beneath the surface.”
Travellers seeking underwater experiences can book directly with the resort to access exclusive benefits and guided marine excursions.
Featured
‘Eutopia: The Infinite Bloom’ comes to Sun Siyam Vilu Reef this festive season
Sun Siyam Vilu Reef, part of the Privé Collection within the House of Siyam, has announced its festive programme, “Eutopia: The Infinite Bloom”, which will run from 22 December 2026 to 7 January 2027.
The seasonal programme features activities and experiences for guests of all ages. Dining will take centre stage with Christmas Eve and New Year’s Eve gala dinners by the water, exclusive Chef’s Table experiences and seafood barbecues on the beach.
The evening entertainment programme will include live acoustic performances, island DJ sets, aerial dance shows and Maldivian cultural performances.
During the day, guests will be able to explore the resort’s lagoon through activities such as house reef snorkelling, sunset Jet Car rides and sandbank excursions. The Spa will offer wellness rituals and couples’ therapies, while younger guests can take part in gingerbread decorating, a fashion show and Santa’s arrival on the beach.
“Eutopia is our invitation to celebrate and embrace nature, meaningful moments, and the relaxed luxury that defines Sun Siyam Vilu Reef through our festivities,” said Masdhooq Saeed, Cluster General Manager.
“From unforgettable ocean adventures to starlit beach celebrations, every experience has been thoughtfully designed to create lasting memories that will continue to flourish long after the season ends.”
The programme will culminate with a New Year’s Eve celebration on the beach on 31 December, featuring live music, midnight toasts and a fireworks display over the water.
The resort’s festive programme is available to view online, with bookings open for stays between 22 December 2026 and 7 January 2027.
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