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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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Patina Maldives hosts Chef Shannon Bennett for exclusive April residency

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From 1 to 5 April 2026, Patina Maldives, Fari Islands will host Shannon Bennett, one of Australia’s most recognised culinary figures and the creative force behind Belongil. The residency brings together a chef known for shaping dining as an emotional and reflective experience with a destination defined by perspective, creativity and purpose.

Bennett’s career extends beyond traditional notions of cooking. Through projects such as Vue de Monde and Belongil, he has explored dining as a medium for memory, connection and emotion, placing emphasis on experience rather than consumption. His approach centres on creating moments that remain with guests long after the meal has ended.

At Patina Maldives, the residency represents a convergence of shared values. Over five nights, guests are invited to take part in a limited series of dining experiences shaped by intention, curiosity and a sense of place. Rather than recreating Belongil in another setting, the programme evolves its philosophy, drawing inspiration from the natural rhythm and clarity of the Maldivian environment.

Commenting on the collaboration, Bennett said Belongil was conceived as more than a place to eat, but as a space for ideas, connection and lasting moments. He noted that Patina Maldives reflects a similar sense of purpose, adding that bringing his work into the island setting offered an opportunity to create experiences that feel grounded, honest and meaningful.

Patina Maldives continues to develop its identity by providing a platform for global creative voices to shape new conversations and perspectives. The residency with Bennett aligns with this approach, positioning cuisine as one element within a broader cultural and experiential narrative.

Tom Bray, Director of Lifestyle at Patina Maldives, said the resort exists to bring people closer to ideas, creativity and self-discovery. He added that welcoming Bennett reflects this philosophy, describing the residency as an experience designed to shift perspective rather than focus solely on gastronomy.

The residency is presented as an experience defined by intention rather than spectacle. Taking place over five nights on a single island, it brings together Patina Maldives and one of the culinary world’s most reflective minds for a programme shaped by presence, purpose and a sense of moment that cannot be replicated in the same way again.

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You & Me Maldives unveils curated Premium All Inclusive programme

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You & Me Maldives, the adults-only luxury retreat under The Cocoon Collection, has announced the launch of its new Premium All Inclusive experience, aimed at enhancing island stays through a more seamless and comprehensive offering in the Indian Ocean.

The Premium All Inclusive experience is designed to begin from the point of arrival. Guests receive complimentary access to The Cocoon Collection Lounge at the seaplane terminal at Velana International Airport, where services are provided to ensure a smooth transition before the journey to the resort.

On arrival at the island, guests are welcomed in their villas with a chilled bottle of sparkling wine and a selection of canapés. The Premium All Inclusive plan includes unlimited premium beverages by the glass, featuring a curated range of wines, signature cocktails, top-shelf spirits, international beers and non-alcoholic options. The in-villa minibar is replenished daily with soft drinks, international beers, red and white wines, as well as assorted snacks. For stays of five nights or more, guests also receive two bottles of premium liquor from a selected list, provided once during the stay.

The experience further includes a range of activities. Guests staying a minimum of three nights are offered one sunset cruise and one snorkelling excursion per stay, while those staying seven nights or more are entitled to a catamaran cruise. Unlimited use of snorkelling equipment and non-motorised water sports, including canoeing, kayaking and paddle boarding, is also included, subject to weather conditions.

Dining forms a central part of the Premium All Inclusive concept. Guests can enjoy three themed dining evenings, including a seafood barbecue under the stars featuring prawns, lobster and oysters. For stays of five nights or more, guests may also take part in a complimentary group cooking class, with a choice between ethnic or Italian cuisine, led by the resort’s culinary team.

Wellness offerings are also incorporated into the programme, with guests able to participate in up to three complimentary sunrise yoga sessions per stay, subject to availability.

The introduction of the Premium All Inclusive experience reflects the resort’s focus on personalised service and carefully curated stays. The offering is positioned to appeal to couples seeking relaxation, romance or activity-led experiences within an adults-only island setting.

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Eid celebrations at SO/ Maldives blend Arabic tradition and Maldivian culture

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SO/ Maldives is inviting global travellers this season to reimagine Eid not merely as a holiday, but as an immersive island escape. Located just 15 minutes by speedboat from Malé, the fashion-forward private island retreat sets the stage for a celebration where cultural heritage, contemporary luxury and tropical glamour come together.

At the centre of the festivities is an authentic culinary experience at Hadaba, the resort’s award-winning Arabic restaurant. Guests are offered Levantine flavours, artisanal mezze and traditional recipes presented with a modern approach, creating a setting for shared dining and celebration. As part of the resort’s dine-around concept, Hadaba can be included in a wider culinary journey across the island, allowing guests to experience Arabic cuisine alongside the resort’s other dining venues.

As evening falls, celebrations move to Lazuli Beach Club, where shisha rituals and Arabic-inspired refreshments are served in a beachfront setting. Traditional performances are complemented by Maldivian Boduberu drumming and fire dance displays, creating a cultural programme designed to appeal to international travellers seeking meaningful experiences.

Across the island, Eid is marked through a series of curated activities aimed at encouraging connection and creativity. Cultural workshops, including palm-leaf artistry and henna sessions, offer opportunities to explore heritage, while younger guests are engaged through themed crafts, interactive games and sweet treat decorating. The overall atmosphere remains celebratory while maintaining a relaxed pace that reflects the resort’s character.

Beyond the festive programme, the resort positions the long weekend as a fully immersive island retreat. Guests stay in beach and overwater villas featuring private pools and ocean views, with interiors inspired by high fashion. Time is spent between spa treatments, lagoon activities, beach club experiences and sunset dining, balancing celebration with seclusion.

To mark the season, the resort has introduced two limited-time stay offers. The One Night on Us offer provides savings of 33 per cent on stays of three nights or more, along with daily breakfast, complimentary transfers and spa privileges. The Soo Summer package offers preferential rates combined with spa experiences, curated dining inclusions and additional benefits for water villa stays.

Welcoming travellers from Europe, Asia, the Middle East and beyond, the resort presents Eid as a global celebration where Arabic traditions, Maldivian culture and contemporary design are brought together. This season, guests are invited to exchange routine for island surroundings and experience Eid through a redefined island perspective.

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