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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.
Baros Maldives will welcome guests for its festive season from 22 December 2026 to 7 January 2027, with a programme centred on the island’s natural surroundings, Maldivian heritage and a series of culinary, marine and cultural experiences.
The programme will combine Christmas and New Year traditions with activities inspired by island life, including ocean excursions, local cultural experiences, festive dining and wellbeing sessions.
The season will begin with a Christmas Tree Lighting ceremony, followed by a series of activities introducing guests to festive traditions and Maldivian culture. These will include a Christmas cookie workshop, an Ocean, Coconut & Spice cooking class, a Maldivian Heritage Evening and an Island Christmas Market.
Marine experiences will remain a central part of the festive programme. Guests will be able to join a Sunrise Nooma sailing experience, take part in fishing trips at sunrise or twilight, explore the house reef with the resort’s marine team or join a dolphin-watching cruise.
Private yacht excursions, visits to local islands and trips to Malé will also be available for guests wishing to explore beyond the resort.
Baros Maldives will also offer a series of culinary experiences throughout the festive period. These will include a Sake Pairing Dinner, a Great Gatsby-themed five-course dinner and a Champagne Dinner inspired by the Seven Seas.
Other dining experiences will include a Butcher’s Block buffet, an Omakase tasting lunch and a Master Chef Tuna Carving Show & Tasting. Guests will also be able to take part in wine discovery experiences, cocktail-making sessions and an Island Crafted Cocktails programme.
On Christmas Eve, guests will gather at The Lighthouse for a cocktail reception before continuing to Lime for the Christmas Eve Gala Dinner.
Christmas Day will feature breakfast, festive activities and time for guests to enjoy the beach, lagoon and other island experiences with family and friends.
New Year’s Eve celebrations will begin with a cocktail reception, followed by a Gala Dinner, live entertainment and the countdown to 2027.
New Year’s Day will start with a celebratory brunch, followed by a selection of wellbeing and dining experiences. These will include a beachfront degustation dinner accompanied by live violin and saxophone performances.
Younger guests will also have a dedicated programme of festive activities, including mocktail-making, Christmas cookie workshops and island-based activities designed for families and children.
Throughout the season, Baros Maldives will host live music, marine presentations, yoga and meditation sessions alongside its wider programme of dining, recreation and ocean experiences.
The festive programme is intended to reflect the character of Baros Maldives by combining Christmas and New Year celebrations with the island’s marine environment, culinary offering and Maldivian culture.
From 21 December 2026 to 1 January 2027, Niva Kuramathi will mark the festive season with “A Tropical Festive Season”, a programme of dining, entertainment, outdoor activities and family experiences shaped around the island setting.
The programme will make use of Kuramathi’s natural surroundings, including its house reef and sandbank, alongside its 12 restaurants and seven bars.
The festivities will begin on the evening of 21 December with a Christmas Tree Lighting ceremony on the sandbank. Guests will be welcomed with drinks and live music at sunset, followed later in the evening by a traditional Bodu Beru performance.
On 28 and 29 December, the resort will host a traditional Maldivian Market, featuring Bodu Beru drumming, a folklore parade and locally made artisanal crafts.
Christmas Eve festivities
Christmas Eve celebrations will begin on the sandbank at sunset, with welcome drinks and Christmas carols. Santa Claus and his elves will also make an appearance before guests gather for a gala buffet dinner.
The evening will conclude with an outdoor screening of a classic Christmas film under the stars.
Countdown to 2027
New Year’s Eve celebrations will begin at sunset with cocktails on the sandbank.
A gala dinner will then be served across Farivalhu, Malaafaiy and Haruge restaurants before the countdown to 2027. Fireworks will mark the arrival of the New Year, while live music and DJ performances will continue at Fung Bar and Sand Bar.
Festive activities
Throughout the festive period, Niva Kuramathi will offer a programme of recreational, culinary and entertainment activities.
Guests will be able to take part in moonlit yoga sessions on the sandbank, sand sculpting, Sip & Paint evenings for couples and fire dance performances.
Sporting activities will include beach volleyball, a football match between the Niva Kuramathi team and guests, as well as kayak, pedal boat and stand-up paddleboard races.
The entertainment programme will also include wine tastings, karaoke, music trivia, live music and DJ evenings.
Cooking classes will be held at Kobe, where guests will be able to take part in sessions centred around the restaurant’s open kitchen experience.
The festive programme is designed to allow guests to participate in scheduled activities while also having the option to spend time at leisure.
The season will conclude on 1 January 2027 with a late-morning brunch and the first house reef dive of the year.
Festive programme for children
Bageecha Kids Club will host a separate festive programme for younger guests, combining recreation, creative activities and environmental learning.
Activities will include treasure hunts, splash pad games, cookie-making, arts and crafts, eco workshops, nature exploration, holiday films, karaoke, bracelet-making and gardening in the resort’s hydroponic garden.
Children will also be able to take part in scavenger hunts, mini-Olympic games, yoga and disco dancing, as well as shared lunches and dinners with other young guests.
On Christmas Eve, the programme will begin with a family photograph session, followed by gingerbread house decorating, writing letters to Santa, a palm-leaf handicraft workshop and outdoor games.
Christmas morning will feature a pyjama party with musical games and pool activities. Later in the day, families will gather at Athiri Deck to welcome Santa Claus, who will distribute gifts to children.
New Year’s Eve activities for younger guests will take place during the afternoon, with music and games around the pool followed by a children’s disco as part of the resort’s final celebrations of 2026.
Nova Maldives will renew its partnership with PADI this September to co-host Project AWARE Week from 16 to 20 September 2026.
Organised by the resort’s marine team, the programme will give guests, from first-time snorkellers to experienced divers, opportunities to combine marine wildlife observation with practical conservation activities. The initiative is intended to turn time spent in the ocean into an educational experience while encouraging greater awareness of marine conservation.
This year’s AWARE Week coincides with PADI’s 60th anniversary and Nova Maldives’ fourth year of operation in South Ari Atoll. Now in its eighth global edition, PADI AWARE Week has developed into a citizen science movement within the diving community and has helped rescue more than 41,000 entangled marine animals to date.
Through its continued participation, Nova Maldives aims to encourage guests to become ocean advocates and remain engaged with marine conservation beyond their stay.
Guests staying at Nova during AWARE Week will be able to participate in a programme designed for different levels of ocean experience. Activities will include:
- Ocean immersion and storytelling: Sessions inspired by Blue Planet and other ocean documentaries, highlighting the diversity and vulnerability of marine life.
- Dive Against Debris: Underwater clean-up dives in the resort’s lagoon, during which participants will remove plastic and other waste before recording the findings in PADI AWARE’s global database.
- Whale shark snorkelling: Guided encounters that will allow guests to swim alongside whale sharks in the open waters of South Ari Atoll.
- Manta ray and turtle-spotting excursions: Guided boat trips to feeding and nesting areas where manta rays and turtles can be observed in their natural habitats.
- Coral restoration workshops: Practical sessions introducing guests to coral planting and the resort’s ongoing reef regeneration work.
“Some of the most meaningful work happens when you show up year after year. Four years into Nova’s story, we’ve learned that the health of the reef tells us a great deal about the impact we’re making, and that the guests who choose to return aren’t just here for the view,” said Abdulla Aboobakuru, General Manager of Nova Maldives.
“They’re here because Nova reflects something they already care about, including care for the ocean, a sense of community and a more thoughtful way of experiencing the places we visit. That’s what we hope Nova can inspire in new and returning guests alike: less a destination, more a calling.”
The resort’s marine conservation work continues throughout the year. Its coral nursery contains a growing collection of metal frames holding individually secured coral fragments, which are later transplanted onto the house reef. Guests are regularly invited to participate in the planting process, while the marine team monitors the young coral colonies as they develop.
Nova Maldives also maintains partnerships with the Maldives Whale Shark Research Programme and Manta Trust. The resort is accredited as a Responsible Manta Tourism Operator, with the partnerships supporting its year-round approach to marine conservation.
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