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MATATO recognises MMPRC’s renewed destination marketing efforts

Published

7 years ago

September 10, 2019

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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The Halcyon Private Isles Maldives collaborates with Maldivian artist Ahmed Aleem

Published

2 days ago

April 2, 2026

m@ldives

The Halcyon Private Isles Maldives, Autograph Collection has announced a collaboration with Ahmed Aleem Shakoor, who is currently in residence at the resort, introducing a creative element to the guest experience.

Aleem, a self-taught artist, is known for work that combines maritime themes, surrealism and symbolism. His practice spans watercolours, acrylics and mixed media, drawing inspiration from the Maldives’ history and ocean landscapes, often expressed through the use of light, depth and narrative.

During his residency, Aleem is working with the resort to develop a series of artistic and cultural experiences aimed at engaging guests. These include live painting sessions, informal interactions with the artist and workshops designed to encourage creative participation.

The programme forms part of the resort’s wider activities, with offerings such as mini canvas painting, coconut painting and creative art sessions available to guests. In addition, Tales Painted in Sunlight combines elements of Maldivian folklore, storytelling and visual art, providing further insight into local culture.

The collaboration reflects the resort’s approach to incorporating local artistic talent into its programming, while offering guests opportunities to engage with creative activities in a relaxed setting. The residency is designed to allow guests to explore artistic expression as part of their island experience.

As part of its seasonal programme, selected artistic activities are also included in the resort’s Easter offerings, providing additional opportunities for guests to take part in creative experiences during their stay.

Awards

Amilla Maldives wins ‘Most OutThere Initiative’ award for Inclusive Travel

Published

3 days ago

April 1, 2026

m@ldives

Amilla Maldives has been named a joint winner in the Most OutThere Initiative in Inclusive Travel category at the Experientialist Awards 2026, following a Highly Commended recognition in the same category in 2025.

The Experientialist Awards recognise organisations shaping travel through inclusivity, individuality and design, with the inclusive travel category highlighting initiatives that address not only accessibility, but also how journeys are experienced by guests.

At Amilla Maldives, accessibility is integrated into the overall guest experience. The resort adopts an approach that begins at the planning stage and continues throughout the stay, with a focus on understanding individual guest needs and adapting experiences accordingly.

Aligned with its In Harmony with Purpose philosophy, the resort has introduced a range of measures aimed at improving accessibility. These include villa features designed for ease of use, accessible pathways across the island and adaptive experiences such as inclusive snorkelling and wellness sessions.

As an IncluCare Verified resort, Amilla Maldives continues to develop its offering through feedback and collaboration, with the aim of enhancing inclusivity across its operations.

Commenting on the recognition, Morgan Martinello said the resort remains focused on creating travel experiences that feel natural and accessible. He noted that the continued recognition reflects the resort’s ongoing efforts to improve inclusivity.

The award from OutThere, a platform focused on diversity and inclusion in travel, marks a further step in the resort’s efforts to create accessible and inclusive guest experiences.

Featured

One year on: Centara Grand Lagoon Maldives marks milestone

Published

3 days ago

April 1, 2026

m@ldives

Centara Grand Lagoon Maldives, part of Centara Hotels and Resorts, has marked its first anniversary, highlighting a year of operations as a luxury island resort within The Atollia development.

During its first year, the resort has received international recognition, including being named among Favourite Overseas Leisure Hotels in the Condé Nast Traveller Middle East Readers’ Choice Awards 2025 and listed among the Top Ten Best Maldives Resorts in the DestinAsian Readers’ Choice Awards 2026.

Since opening, the resort has offered a collection of beachfront and overwater villas, along with two- and three-bedroom residences designed to provide privacy and space. Accommodation options include private pools or Jacuzzis, with design elements incorporating contemporary architecture, natural materials and Thai-inspired influences.

The resort’s concept draws on Thai heritage, reflected across its wellness, dining and guest experiences. At SPA Cenvaree Retreat, treatments are inspired by traditional Thai wellness practices. Dining options across the resort include live cooking experiences at The Gallery, Mediterranean-inspired seafood at Bluefin, and beverage offerings at venues such as Sunset Social, The Club and Coco Drift.

Guests can also take part in a range of leisure and recreational activities, including water sports and marine experiences. The resort caters to a variety of travellers, offering facilities for families, including a kids’ club and an entertainment zone for teenagers, as well as spaces for private events, group stays and corporate gatherings.

Commenting on the milestone, Jorge Fernandez said the resort combines elements of Thai heritage with the Maldivian environment to create a distinct guest experience. He noted that recognition received during the first year reflects the resort’s approach to hospitality, sustainability and service, while also acknowledging the role of guests and staff in its development.

As it marks its first anniversary, Centara Grand Lagoon Maldives continues to focus on delivering curated guest experiences, with an emphasis on hospitality, design and sustainable operations within the destination.