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MATATO recognises MMPRC’s renewed destination marketing efforts
Maldives Association of Travel Agents and Tour Operators (MATATO) has applauded the work done by the Maldives’ official tourism promotion body, as the destination witnesses a record number of tourist arrivals throughout the year.
In a statement, MATATO, which has been lobbying for better destination marketing efforts by the government, said it recognises and acknowledges the revamped destination marketing activities carried out by the state-owned Maldives Marketing and Public Relations Corporation (MMPRC). Those activities have had a significant positive impact on the growth of tourist arrivals, it added.
“MATATO commends and credits the management of MMPRC under the leadership of Managing Director Thoyyib Mohamed, on the positive results in the past six months that has seen record breaking numbers in terms of tourist arrivals compared to that of the last five years,” the statement read.
MMPRC has conducted several destination marketing activities this year, including 15 trade fairs in 12 markets, five roadshows in 13 markets, 13 media fam trips, 11 promotional activities carried out via worldwide PR agents and 12 joint promotional activities.
Meanwhile, MATATO said it was compelled to step in to play the role of the de facto destination marketing body from 2016 to 2018 as destination marketing efforts and budget were limited and suppressed under the previous government.
In 2017 and 2018, MATATO was in 29 countries — from major emerging markets like India, Thailand, UAE, Oman, Kuwait, Qatar, Vietnam, Hong Kong, Malaysia, Singapore and Indonesia to more established markets such as United Kingdom, China and Russia.
In 2017, MATATO also launched a dedicated marketing campaign for the Indian market, with a target of making India the largest source market for the destination.
This year, MATATO has hosted destination stands in Vietnam, Philippines, Saudi Arabia and India. The organisation has also planned roadshows in four South East Asian countries, as well as promotional activities at the upcoming PATA Travel Mart in Kazakhstan.
“However, since the revival of MMPRC as the leading destination marketing authority, MATATO has taken a back seat on the destination marketing efforts, as the association strongly believes destination marketing should be done by a government body like other successful tourism destinations,” the statement read.
MATATO called on the authorities and industry stakeholders to spend even more on destination marketing. Marketing is one of the few areas in hospitality where the expenditure has a direct Return on Investment (ROI), as it translates into increased revenue through taxes and indirect economic benefits through increased business activity, it said.
“The association lobbies for even bigger destination marketing budget for 2020 with increased supply in the market means to bridge a strong increase in demand for the destination as well,” the statement read.
“MATATO is presently working on increasing more trainings and workshops for its members and the industry. The association also is working to make technology platforms for booking systems more affordable for its members.”
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.
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.
InterContinental Maldives Maamunagau Resort has introduced “Calm Waters: Swim with Nurse Sharks”, a new package combining marine adventure, wellness and education in Raa Atoll.
The package is designed for travellers seeking experiences that go beyond leisure, offering opportunities to engage with the natural environment through activities that are both educational and responsible. Located close to one of the most accessible nurse shark snorkelling sites in the Maldives, just a 10-minute boat ride from the resort, InterContinental Maldives is offering guests the chance to observe the species in its natural habitat.
At the centre of the package is a guided swim with nurse sharks, giving guests the opportunity to observe the animals at close range in the water. Ahead of the excursion, guests are invited to attend a complimentary presentation led by one of the resort’s resident marine biologists. Held two days before the swim, the session is designed to address common misconceptions about sharks while providing information on their behaviour and ecological role. The presentation also includes refreshments and an interactive question-and-answer session.
The package also incorporates wellness elements in line with the resort’s broader focus on wellbeing. On the morning of the excursion, guests may take part in a 60-minute Morning Meditation & Slow Stretch session at the resort’s Yoga Pavilion. The session includes guided breathwork and mindful movement intended to help participants feel prepared before entering the water. The group session is priced at USD 35++ per person.
Before the swim begins, the resort’s marine team assesses shark activity and water visibility in Maamunagau Lagoon to ensure suitable conditions. The experience does not involve feeding or pursuing the sharks. Instead, guests observe them from a respectful distance as they rest on the seabed or move along the reef. The activity is positioned as an accessible marine encounter for a wide range of guests, including families, while also serving as an introduction to marine ecosystems and conservation. The guided swim is priced at USD 120+.
After the excursion, guests may choose from a selection of spa treatments at AVI Spa. These include Floating Sound Healing, which places guests in water while sound vibrations are used to support relaxation, priced at USD 150+. Another option is the 120-minute Maldivian Essence ritual, a full-body treatment drawing on local healing traditions and designed to relax muscles, nourish the skin and restore balance. This treatment is priced at USD 280+.
Through the “Calm Waters: Swim with Nurse Sharks” package, InterContinental Maldives Maamunagau Resort is bringing together marine education, responsible wildlife interaction and wellness experiences in a single programme. The package presents ocean exploration as both a nature-based activity and a restorative experience, allowing guests to engage with the marine environment in a considered and structured way.
SO/ Maldives has announced its Eid Al Adha programme, “Eid, the Island Way”, set to take place from 26 to 28 May 2026, presenting a resort-led celebration that blends cultural elements with contemporary luxury.
Set in the Indian Ocean, the resort is positioning the three-day programme as an immersive experience aimed at travellers seeking leisure, wellness and curated island activities. The celebration will bring together a series of daytime and evening experiences built around relaxation, dining, entertainment and family-oriented programming.
During the mornings, guests will be able to begin the day with sunrise yoga overlooking the lagoon or take part in snorkelling and diving activities designed to showcase the surrounding marine environment. The programme is intended to reflect a style of luxury travel in the Maldives centred on personal experience and wellbeing.
Throughout the day, Lazuli Beach Club will serve as a social venue for guests, offering tropical milkshakes, live music, and Karak tea paired with shisha. The setting is designed to create a relaxed atmosphere for guests to gather and mark the occasion of Eid.
In the evenings, the resort will shift its focus to live entertainment. The programme will include Oud performances, DJ sessions by the shoreline, and fire dance performances. Pavilion Bar will also host its Sunset Hour, where guests can enjoy drinks alongside views of the sunset.
Dining will be a central part of the Eid offering. At Hadaba, SO/ Maldives’ signature restaurant, guests will be offered a four-course menu inspired by traditional flavours and presented through a contemporary approach. The menu will feature dishes influenced by shawarma, slow-cooked lamb and pistachio-based desserts.
The resort will also offer a range of wellness and activity-based experiences during the celebration. These will include spa treatments such as the Eid Aroma Deep Journey, as well as fitness sessions aimed at relaxation and rejuvenation. Marine excursions will give guests opportunities to explore coral areas and observe marine life.
Families travelling to the resort will also have access to activities for children, including workshops and cultural sessions, intended to reflect the spirit of Eid across different age groups.
Through the programme, SO/ Maldives continues to develop its identity as a luxury lifestyle resort in the Maldives, combining design, hospitality and curated guest experiences. With “Eid, the Island Way”, the resort is presenting Eid Al Adha as a multi-day celebration centred on connection, dining, entertainment and island living.
Sirru Fen Fushi – Private Lagoon Resort has been nominated in both the Condé Nast Traveller (UK) and Condé Nast Traveler (US) Readers’ Choice Awards 2026, reflecting recognition across two of the travel industry’s established global platforms.
The annual awards highlight hospitality brands based on guest feedback, with nominations reflecting performance across areas such as service, design, wellness and overall guest experience.
Located within one of the Maldives’ larger resort lagoons, Sirru Fen Fushi is known for features including the Coralarium, an underwater art installation, as well as its approach to sustainability and wellness. The resort said the dual nomination reflects its continued focus on delivering guest experiences aligned with international expectations.
According to the property, its offering combines accommodation, dining and wellness programmes within a natural island setting, supported by service and curated activities.
In a statement, resort management said the nomination acknowledged both the contribution of its team and the support of its guests.
“We are honoured to be nominated in both editions of the 2026 Readers’ Choice Awards,” the resort said. “This recognition is a testament to our dedicated team and the heartfelt support of our guests. We remain committed to creating experiences that resonate long after our guests return home.”
Voting for the Condé Nast Traveler (US) Readers’ Choice Awards and Condé Nast Traveller (UK) Readers’ Choice Awards is open until 30 June 2026.
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