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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.
At The Nautilus Maldives, time is guided by personal rhythm and creativity is free from constraint. From 3 to 5 April 2026, the ultra-luxury private island resort will welcome Gregor Zimmermann, Switzerland’s State Chef and Executive Chef of the Bellevue Palace in Bern, for an intimate Easter culinary residency that brings Alpine heritage to the shores of the Indian Ocean.
During the three-day residency, guests will be invited to take part in a series of unhurried and immersive dining experiences. Two exclusive gourmet evenings at Zeytoun will feature tasting menus that create a refined dialogue between the flavours of the Swiss Alps and Maldivian produce. The programme also includes a Chocolate Masterclass, offering an interactive introduction to Switzerland’s celebrated chocolate-making traditions, where Zimmermann will share techniques, cultural heritage and the artistry behind the craft, allowing guests to create and enjoy their own confections.
The residency will extend into the island’s Easter celebrations, with Zimmermann’s creations appearing as special canapés during Nautilus Rising at the Naiboli Beach pop-up. These moments will serve as a prelude to the festive programme, blending culinary artistry with the relaxed rhythm of island life.
A member of the prestigious Le Club des Chefs des Chefs, the international association of chefs serving heads of state, Zimmermann is the trusted culinary custodian for visiting presidents, royalty and official delegations in Switzerland. His career includes cooking for figures such as President Emmanuel Macron and members of European royal families. In recognition of his contribution to gastronomy and his commitment to excellence, he was awarded the Officier du Mérite Agricole by the French President.
Zimmermann’s cuisine is defined by clarity, restraint and emotion. Rather than adhering to a fixed signature style, his cooking reflects stories of origin, landscape and memory, weaving Swiss Alpine traditions with global influences in a technically precise yet expressive approach. He has described his work as a continuous reinterpretation of rustic Swiss recipes, while remaining faithful to their roots.
Adan Gomez, General Manager of The Nautilus Maldives, said that Zimmermann’s residency reflects the resort’s commitment to artistic freedom and authenticity. He noted that the Masters for Masters series invites respected global talents to create without boundaries in an environment shaped by individuality and unhurried living.
Set within the Baa Atoll UNESCO Biosphere Reserve, the Easter residency at The Nautilus will bring together Swiss craftsmanship and Maldivian serenity in a celebration of purity, artistry and cultural exchange. The programme is designed to offer guests moments shaped by mastery, experienced entirely on their own terms.
Featured
St. Regis Maldives Vommuli Resort curates timeless Valentine’s experiences with IVAR Jewellery
The St. Regis Maldives Vommuli Resort has unveiled an intimate celebration of love through an exclusive collaboration with IVAR Jewellery, bringing together craftsmanship, emotion, and timeless romance in a refined island setting. Rooted in shared values of artistry and enduring beauty, the partnership invites guests to experience love as something continuous, evolving, and deeply personal.
Central to the collaboration is IVAR’s Infinity Collection, inspired by the circle as a symbol with no beginning and no end. Each piece reflects a quiet and enduring expression of love, designed to preserve fleeting moments in lasting form. The collection speaks to intimacy, connection, and the promise of forever, offering jewellery that is both meaningful and timeless.
IVAR’s creations draw on the rich traditions of Indian craftsmanship, reinterpreted through a contemporary design approach. Crafted by skilled artisans using time-honoured techniques, each piece balances heritage with modern elegance. Designed for daily wear and long-term appreciation, the jewellery is intended to accompany life’s most significant milestones and be treasured across generations.
Inspired by this philosophy, The St. Regis Maldives Vommuli Resort has curated a series of romantic experiences that reflect the elegance and symbolism of the Infinity Collection. At Iridium Spa, couples are invited to enjoy a Romantic Spa Escape, an immersive sensory journey infused with rose geranium and rose quartz. Each treatment is designed to restore balance, deepen connection, and create moments of calm intimacy that extend beyond the spa.
As evening approaches, romance continues with Valentine’s dining experiences set beneath open skies and framed by the island’s natural beauty. Soft lighting, refined menus, and an unhurried atmosphere encourage couples to linger, connect, and celebrate togetherness. Every detail is composed to honour shared moments and the quiet luxury of presence.
For couples preparing to begin their next chapter, IVAR’s Solitaire Collection offers a classic expression of commitment. Defined by diamonds of exceptional brilliance and clarity, each piece reflects the purity of the promise it represents. Set within the surroundings of The St. Regis Maldives, weddings become personal celebrations where elegance, emotion, and artistry come together.
Through this collaboration, The St. Regis Maldives Vommuli Resort and IVAR Jewellery invite guests to experience a love that is both effortless and profound, fleeting yet enduring, creating memories inspired by the infinite symbol that lies at the heart of the partnership.
Cinnamon Hotels & Resorts Maldives has announced a limited-time flash offer inviting travellers to experience the Maldives in March, one of the destination’s most favourable months, with savings of up to 80 per cent when booking direct. The promotion is available across all four Cinnamon resorts in the Maldives and combines discounted rates with added island experiences, allowing guests to enjoy the destination during a period of ideal weather conditions.
The offer is open for bookings from 23 January to 2 February 2026, for stays between 1 March and 31 March 2026, using the promotional code MARCH26.
Guests booking under the offer can look forward to a range of experiences, including diving and snorkelling excursions with opportunities to encounter manta rays, reef sharks and sea turtles. On land, activities include island hopping, sunset fishing trips, Balinese spa treatments and four-course beachfront dinners. Guests staying a minimum of three nights are also eligible to receive resort credits of up to USD 150, providing additional value during their stay.
At Cinnamon Dhonveli Maldives, guests booking direct may select any two island experiences, or enjoy up to all available benefits once per stay depending on their GHA DISCOVERY membership tier, along with USD 100 in resort credits for stays of three nights or more. Available experiences include a beach dinner, a Balinese massage, a swim and snorkel excursion, and a local island visit.
At Cinnamon Velifushi Maldives, guests may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, together with USD 150 in resort credits for qualifying stays. Available options include a beach dinner, a spa treatment, island hopping and dolphin watching.
At Cinnamon Hakuraa Huraa Maldives, guests may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, along with USD 100 in resort credits for stays of three nights or more. Experiences include sunset fishing, island hopping, a bottle of sparkling wine and a kayaking experience.
At Ellaidhoo Maldives by Cinnamon, guests booking direct may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, together with USD 100 in resort credits for qualifying stays. Available experiences include a beach dinner, a Balinese massage, sunset fishing and a dolphin safari.
Under the GHA DISCOVERY membership programme, Silver tier members may select two benefits, Gold tier members may select three benefits, and Platinum tier members are entitled to all listed benefits once per stay.
In addition, GHA DISCOVERY members who book direct are eligible for further privileges, including the ability to earn and redeem DISCOVERY Dollars, potential room upgrades up to suite category, and early check-in and late check-out, subject to availability and membership tier.
Available for a limited time, the flash offer is designed to encourage travellers to visit the Maldives in March, when weather conditions are favourable and island experiences are at their most appealing.
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