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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.
Featured
Dive into Baa Atoll’s manta ray season with The Westin Maldives

Nature takes centre stage in the Maldives as manta ray season graces the protected waters of the Baa Atoll UNESCO Biosphere Reserve, continuing until November this year. At the heart of this celebrated atoll, The Westin Maldives Miriandhoo Resort — a five-star holistic wellness sanctuary poised on the edge of Hanifaru Bay — invites guests to witness the mesmerising cyclone feeding phenomenon, where hundreds of manta rays glide and spiral in an extraordinary underwater ballet.
Just 40 minutes by speedboat from the resort lies Hanifaru Bay, one of the world’s most renowned manta aggregation sites. Guided snorkelling excursions, led by The Westin Maldives’ resident marine experts, allow visitors to encounter this rare natural spectacle first-hand. With over 1,800 manta rays recorded in the bay, the chance to swim alongside these graceful creatures offers a once-in-a-lifetime adventure for marine life enthusiasts from around the globe.
Beyond Hanifaru Bay, the resort provides access to more than 20 exceptional dive sites across the Baa Atoll, famed for its thriving reefs and diverse marine life. Among the highlights is Dhigali Haa, a protected submerged reef, or thila, distinguished by coral-draped overhangs, narrow canyons, and abundant sea life. Divers may encounter schooling snapper, fusilier, giant trevallies, eagle rays, and even inquisitive dolphins. Nearby, Nelivaru Thila reveals a labyrinth of coral pinnacles and ledges, home to moray eels, turtles, and reef sharks weaving through vibrant soft coral gardens. With over 250 recorded species, Baa Atoll offers endless diving rewards for enthusiasts of all skill levels.
Guests can also enjoy a variety of unforgettable ocean experiences without leaving the resort, from spotting playful spinner dolphins directly from their villa to using complimentary snorkelling gear and canoes. Those seeking more adventure can opt for jet ski rides, private snorkelling with turtles, sunset dolphin cruises, or traditional Maldivian line fishing. As part of the #PlayWell programme, the resort’s Marine Biologist offers insights into marine ecosystems, conservation, and responsible tourism.
After a day of discovery, guests can enhance recovery through the WestinWORKOUT® Gear Lending Programme, which includes the Hyperice Recharge and Recovery Kit, designed to soothe muscles and restore energy. For a deeper sense of calm, the Heavenly Spa by Westin™ offers rejuvenating treatments accompanied by sweeping ocean vistas.
As night falls, tranquillity awaits in one of the resort’s 69 spacious villas. Each promises a restorative night’s sleep with the award-winning Heavenly® Bed, featuring a plush pillow-top mattress, the soothing Sleep Well Lavender Balm, and a specially curated Westin Sleep Well Menu.
With wellness at its heart and adventure woven into every experience, The Westin Maldives Miriandhoo Resort provides a front-row seat to some of the ocean’s most magical moments.
Drink
Golden hour bliss with Zoe London and Giorgio Chiarello at Dhigali Maldives

This November, Dhigali Maldives will transform its iconic Haali Bar into a lively stage for music and mixology, as British DJ Zoe London and Italian Flair Bartending Champion Giorgio Chiarello join forces for an unforgettable sunset residency from 11 to 15 November 2025.
Each evening, Zoe London will take to the decks, delivering her distinctive mix of house, classic remixes, and uplifting energy to the shores of the Raa Atoll. With more than 15 years’ experience performing at venues such as Soho House and The Ned, as well as at prestigious events including the Formula 1 Paddock Club and festivals like Glastonbury, Reading & Leeds, and Latitude, Zoe’s sets promise the perfect soundtrack to golden hour in paradise.
As the sun slips beneath the horizon, guests will be treated to masterfully crafted cocktails from Giorgio Chiarello, Italy’s most decorated Flair Bartender. Renowned for his captivating performances and expertise in American-style mixology, Giorgio will present a bespoke menu featuring three classic cocktails alongside three of his own original creations, each prepared with precision and flair at Haali Bar.
Nestled in the heart of the remote Raa Atoll, Dhigali Maldives is an exclusive Premium All-Inclusive resort that seamlessly blends contemporary minimalist design with the island’s natural beauty. From overwater villas and beachfront suites to snorkelling adventures, fine dining, and rejuvenating spa rituals, the resort offers an immersive and refined escape. With its vibrant house reef just steps away, every element is designed for effortless relaxation and indulgence.
Together, Zoe London and Giorgio Chiarello will infuse the island’s evenings with rhythm, flavour, and artistry, creating an immersive fusion of music and mixology framed by the serene backdrop of the Indian Ocean.
Featured
Huvafen Fushi introduces soulful stays for rest, reconnection and renewal

Huvafen Fushi has unveiled a soul-stirring escape created for women who appreciate the power of pause. Whether bringing together a close circle of friends or seeking cherished solitude, this retreat has been designed to smooth the edges and awaken the spirit. Behind closed doors lies the quiet seclusion of Huvafen’s renowned two- and three-bedroom Pavilions, where privacy is paramount, barefoot elegance is assured, and time moves to a rhythm entirely one’s own.
There is little need to leave – unless by choice. Mornings may begin with floating breakfasts on the deck, sunrise yoga by the sea, or tranquil hours drifting in a private pool. With personal butlers, customised mini bars, private coral garden snorkelling, and candlelit feasts, every detail encourages guests to soften, settle, and reconnect with themselves.
Accommodation options include:
- Two Bedroom Ocean Pavilion with Pool – Overwater and sunset-facing, this private retreat sleeps up to six and features a unique indoor–outdoor pool that opens directly into the sea, ideal for dusk dips and long, starlit evenings.
- Two Bedroom Lagoon Pavilion with Pool – Bathed in morning light, this sunrise-facing pavilion offers an uninterrupted view of the lagoon. With space for six, a vast sundeck, and serene water vistas, it invites both connection and clarity.
- Three Bedroom Beach Pavilion with Pool – Positioned directly on the beach and facing the sunset, this expansive hideaway sleeps up to nine. Ocean views, a private pool, and generous indoor and outdoor living areas make it ideal for multigenerational escapes or milestone celebrations.
- Two Bedroom Beach House with Pool – A private sanctuary on the sand, this beach house accommodates up to six. Guests can unwind in their own pool, take in panoramic views of the Indian Ocean, and embrace a slower pace of life.
This is a stay for long conversations and easy silences, for secrets shared over cocktails, for saltwater swims that soothe, for laughter, solo sunrises, and the rare luxury of simply being oneself. Whether with friends, family, or alone, it is not merely a getaway – it is a return to one’s own tide.
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