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MATATO recognises MMPRC’s renewed destination marketing efforts

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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.

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Four Seasons Resorts Maldives blend family travel with marine discovery

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As family travel patterns continue to evolve, with multigenerational holidays and “schoolcations” becoming a growing part of the market, Four Seasons is positioning its Maldives resorts as destinations where families can combine leisure with learning, exploration and shared experiences. Through programmes at Four Seasons Resort Maldives at Landaa Giraavaru and Four Seasons Resort Maldives at Kuda Huraa, the brand is offering a Maldives-based approach to family travel that extends beyond the traditional resort stay.

In the Maldives, the focus is placed on experiences that allow families to spend time together while engaging with the natural environment in direct and practical ways. At Four Seasons Resort Maldives at Landaa Giraavaru, marine education forms a central part of the family offering. Children and teenagers can take part in hands-on initiatives alongside experts from The Manta Trust, learning about coral restoration, manta ray research and ocean conservation. The programme gives younger guests an opportunity to understand the marine ecosystems that define the Maldives while participating in activities linked to ongoing conservation work.

At Four Seasons Resort Maldives at Kuda Huraa, the family experience is also shaped by the surrounding lagoon and reef environment. Younger guests can take part in introductory diving, surfing and marine conservation activities designed to build early awareness of the ocean and its ecosystems. These experiences place the Maldives’ natural setting at the centre of the stay, allowing families to engage with the destination through activity as well as observation.

This emphasis on learning through travel reflects wider changes in family tourism, where parents are increasingly looking for holidays that combine recreation with educational value. In the Maldives, that approach has particular relevance, given the country’s dependence on marine ecosystems and its reputation as one of the world’s leading island destinations. By integrating conservation-focused experiences into resort programming, Four Seasons is presenting family travel not only as a period of rest, but also as an opportunity for younger travellers to develop a closer understanding of the environment around them.

The Maldives setting also supports multigenerational travel in practical terms. Resorts such as Landaa Giraavaru and Kuda Huraa are well suited to families travelling across age groups, where grandparents, parents and children may all be sharing the same holiday but looking for different forms of engagement. Accommodation, marine activities and wellness offerings can be structured in ways that allow families to spend time together while also catering to different interests and energy levels.

The family proposition is strengthened by the Maldives’ ability to combine relaxation with activities that are tied closely to place. Lagoon-based discovery, reef experiences and conservation work provide a clear alternative to more conventional beach holiday programming. Rather than limiting the stay to accommodation and dining, these activities allow the destination itself to shape the guest experience.

In this context, Four Seasons’ Maldives resorts reflect a broader shift in how luxury family travel is being positioned. The emphasis is no longer only on privacy and comfort, but also on engagement, shared discovery and experiences that carry value beyond the holiday itself. In the Maldives, where marine life and island environments remain central to the visitor experience, that model gives families a way to connect both with each other and with the destination.

Through Landaa Giraavaru and Kuda Huraa, Four Seasons is therefore presenting a Maldives offering that responds to changing family travel expectations. By combining marine education, outdoor activity and resort-based comfort, the brand is aligning its family travel strategy with the qualities that continue to set the Maldives apart. The result is a version of family travel that is shaped not only by where guests stay, but by what they are able to learn and experience together while they are there.

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Sirru Fen Fushi hosts Flor de Caña mixology event with Dinesh Mondkar

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The Behind The Bar Sirru Icon series recently hosted a mixology event at Sirru Fen Fushi Private Lagoon Resort, featuring Dinesh Mondkar, Flor de Caña’s brand ambassador for India.

The event gave guests an opportunity to explore a selection of rum cocktails while learning more about the craftsmanship and heritage behind the Flor de Caña brand. Set against a sunset backdrop over the ocean, the session combined cocktail-making techniques, brand storytelling and a relaxed island setting.

Guests were introduced to a range of cocktails that highlighted bold flavours and the versatility of rum in contemporary mixology. The evening also offered insight into the methods and presentation behind premium cocktail service, adding an interactive element to the experience.

The event formed part of the resort’s ongoing Behind The Bar Sirru Icon series, which continues to bring recognised figures from the international spirits industry to the Maldives. Through the series, the resort aims to expand its food and beverage offering with curated events that connect guests with global brands and industry expertise.

Such experiences are designed to complement the wider guest programme by combining destination dining and beverage concepts with the setting of the Maldives, while offering visitors a more immersive way to engage with the resort’s hospitality offerings.

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Angsana Velavaru marks reopening of upgraded futsal ground

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Angsana Velavaru has reopened its futsal facility as part of efforts to enhance guest experiences and staff engagement through sport and community activities.

The reopening ceremony was officiated by Dhaalu Atoll Council president Ahmed Shafiu and the resort’s general manager, Ahmed Zahir, who jointly cut the ribbon to mark the occasion.

Located within the island grounds, the futsal court measures 57 metres by 38 metres and is intended to serve as a space for both recreational use and organised activities for guests and resort associates.

The resort said the facility would form part of its wider recreational offering and would host workshops and expert-led collaborations aimed at providing guests with sports-based experiences while also supporting skill development and interaction. It added that the initiative also reflects its focus on staff wellbeing, teamwork and active living.

The opening event included friendly matches between the Angsana Velavaru men’s and women’s teams, as well as an inter-resort match between the Angsana Velavaru Orange Army and Banyan Tree Vabbinfaru.

Adjacent to the futsal court is the resort’s upgraded watersports centre, which now includes updated guest facilities such as shower and changing areas.

Ahmed Zahir said the reopening of the futsal ground represented more than a recreational upgrade and reflected the resort’s commitment to creating meaningful experiences for both guests and associates. He said the facility would support active living, connection and wellbeing, while also serving as a space for learning and collaboration.

Angsana Velavaru, located in South Nilandhe Atoll, said the reopening of the futsal facility forms part of its wider efforts to expand its lifestyle and community-focused offerings.

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