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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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Sonic serenity: Discover Sound Healing at Brennia Kottefaru

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At Brennia Kottefaru, the pursuit of wellness extends beyond movement and meditation, flowing into the calming resonance of sound. The resort’s Sound Healing Session, conducted by Amit Singh (Yoga Teacher and Sound Healer), offers guests a deeply restorative experience designed to harmonise the mind, body, and spirit.

Held every Monday, Wednesday, and Friday from 11:00 to 11:45 a.m. at the Recreation Hall, the 45-minute group session harnesses the resonant tones of singing bowls to guide participants into a profound state of relaxation.

The session offers a range of benefits:

Deep Relaxation – The soothing vibrations calm the mind and body, easing stress and anxiety.
Emotional Balance – The practice helps release stored emotions, fostering a sense of inner peace.
Improved Sleep – Sound frequencies encourage relaxation, aiding those experiencing insomnia and promoting better sleep quality.
Enhanced Focus and Clarity – By balancing brainwave activity, participants may experience improved concentration and mental clarity.
Energy Alignment – The vibrations help balance the body’s chakras and energy flow.

Participation is priced at USD 15 per guest, with a complimentary 15-minute demonstration session available upon request through the spa. Guests are encouraged to book in advance via the Brennia Kottefaru mobile app or by contacting the Spa directly at extension 108.

Within the serene setting of Brennia, the tones of the singing bowls intertwine with the island’s natural symphony — the rhythm of the waves, the whisper of the palms, and the gentle hum of island life. The result is more than a class; it is an immersive journey towards stillness and renewal.

At Brennia Kottefaru, wellness is not merely practised — it is felt in every vibration, every breath, and every moment of quiet connection.

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Celebration

W Maldives introduces its ‘Make Waves, New Traditions’ festive series

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W Maldives is inviting guests to Make Waves, New Traditions this festive season, presenting a celebration that redefines the holidays with creativity, connection, and indulgence. From 23 December to 1 January, the resort will transform into a tropical haven where every moment is designed for joy and every guest has officially “Made the List.”

The festivities commence with Twinkle & Toast, a lighting ceremony that marks the start of a vibrant, week-long calendar of events. Highlights include flame-grilled feasts on FIRE Beach for Christmas Eve, holiday movie nights under the stars, festive afternoon teas overlooking the reef, seafood markets brimming with fresh coastal flavours, and a Maldivian beach barbecue infused with rhythm and local flair. On New Year’s Eve, the island will evolve into a lively playground featuring creative cocktails, immersive culinary journeys, electrifying performances, and fireworks over the Indian Ocean to welcome 2025 in true W style.

This year’s celebration also introduces The Restore Series with internationally acclaimed wellness coach Arron Collins-Thomas, founder of TONIQ. Integrating Qigong, breathwork, and cold-water therapy with energising workouts and restorative rituals, the seven-day wellness experience aims to refresh both body and mind while harmonising with the festive atmosphere. Guests can take part in sunrise sessions, sunset meditations, and ice-bath resets, embracing wellness as an essential part of the celebration and preparing themselves for the year ahead.

Culinary experiences take centre stage in this season of togetherness and authenticity. From ocean-to-table creations at FISH to Chef Bakaa’s festive degustation menu and the dynamic seafood markets at KITCHEN, each dining encounter blends local ingredients with bold imagination. Guests are encouraged to come together, share stories, and experience the Maldivian spirit through flavours that are both comforting and refreshingly innovative.

“This is the season to connect, recharge, and celebrate without boundaries,” said Amila Handunwala, General Manager of W Maldives. “At W Maldives, we embrace the unexpected. Make Waves, New Traditions is our invitation for guests to come together, savour the island’s soul, and create memories that sparkle long after the fireworks fade.”

With its star-lit skies, daring gastronomy, revitalising wellness rituals, and music that carries into the night, W Maldives offers a festive escape where traditions are reimagined and every guest truly Makes the List.

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From proposals to vow renewals: Alila Kothaifaru Maldives crafts every moment with love

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Set amidst the tranquillity and natural splendour of the Maldives, Alila Kothaifaru Maldives presents couples with an idyllic destination for celebrating love. Whether marking the start of a shared journey, renewing vows, or enjoying an intimate retreat, the island provides a haven where cherished moments unfold against a backdrop of blue skies, soft sands, and crystalline waters.

Combining understated elegance with the lush tropical beauty of the island, Alila Kothaifaru Maldives creates a romantic sanctuary defined by thoughtful details, curated experiences, and the effortless allure of nature. With bespoke wedding, proposal, and romantic escape offerings, the resort caters to couples seeking intimacy, connection, and enduring memories.

Every wedding or vow renewal is meticulously crafted to reflect each couple’s story and style. Through the resort’s “A Tale of True Love” package, couples may exchange or renew vows in an island-inspired ceremony, held either along the pristine shoreline or on a secluded private sandbank. Whether a quiet ceremony for two or an intimate gathering with family and friends, every detail is personalised to match the couple’s vision. Guests can walk down a flower-lined aisle to the rhythm of traditional Maldivian Bodu beru drums, surrounded by ocean vistas. Tropical floral arrangements, bespoke bouquets, and a custom wedding cake add to the sense of occasion. As evening falls, a private dinner curated by the executive chef awaits—served either on the beach or in the privacy of a villa. The experience concludes with romantic turndown touches, including a flower petal bath, designed to end the day in serene luxury.

For those taking the first step toward their future together, Alila Kothaifaru Maldives offers a breathtaking setting for proposals. The romantic beach proposal experience sets the stage as the sun dips below the horizon, with “Will you marry me?” displayed in lights or written in the sand within a heart of fresh blooms. The moment is accompanied by chilled champagne and handcrafted canapés, allowing couples to toast to their future as the waves lap gently along the shore.

Couples seeking to celebrate milestones such as honeymoons, anniversaries, or simply time away together may choose the Couple Celebration package, designed to encourage reconnection in tranquil seclusion. Available with a minimum four-night stay, the package includes seaplane transfers, a bottle of champagne upon arrival, exclusive dining experiences—including a floating breakfast and a candlelit beach dinner—and a rejuvenating couple’s treatment at the resort’s treetop Spa Alila.

With its emphasis on time, space, and togetherness, Alila Kothaifaru Maldives offers an exquisite setting for celebrating love in all its forms, transforming each special moment into a lasting memory. The resort has also earned consecutive recognition as the Best Honeymoon Destination at the Travel Trade Maldives Awards, an honour voted by both travel agents and the public. This accolade reaffirms Alila Kothaifaru Maldives’ reputation as one of the nation’s premier destinations for romance and intimate celebrations.

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