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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.
This October, Milaidhoo Maldives will mark Breast Cancer Awareness Month with Wellness in Pink — a curated series of experiences designed to encourage guests to slow down, reconnect, and explore the deeper dimensions of wellbeing.
Rooted in the island’s philosophy of mindful, barefoot living, the programme reflects Milaidhoo’s approach to quiet luxury and personal wellness. Each experience has been designed to restore the body and nourish the soul, creating opportunities for reflection and reconnection.
Set within the tranquil surroundings of the UNESCO Biosphere Reserve in Baa Atoll, Wellness in Pink invites guests to pause, breathe, and share stories — both lived and unfolding.
Signature Experiences:
- Sunset Serenity: A Couple’s Wellness Ritual: A 90-minute ritual held on the open-air deck of a private villa. The session begins with a calming full-body massage, followed by a refreshing facial, and concludes with a glass of chilled sparkling rosé. USD 380++ per couple | Advance reservation required
- Rose Renewal Ritual: Special Edition: A 120-minute treatment created to support emotional balance and inner strength. The ritual combines an aromatherapy massage with rose essential oil, a rose quartz facial massage, and a grounding foot massage to restore energy flow. USD 240++ per person
On 23 October, guests may take part in a Zumba for Awareness session — a lively group activity celebrating vitality and community spirit.
On 24 October, The Pink Care Routine will be held at Milaidhoo’s overwater yoga pavilion. This guided session combines self-massage techniques, somatic body awareness, and breast health education, offering space for learning and gentle empowerment.
Milaidhoo emphasises that wellbeing is not a checklist but a feeling — of being cared for, of being seen, and of returning to oneself. Through Wellness in Pink, the resort seeks to honour those touched by breast cancer and to create space for healing in all its forms.
Angsana Velavaru is marking World Wellness Weekend with a series of holistic activities designed to support physical and mental wellbeing. From 19 to 21 September, the resort is hosting three days of complimentary sessions led by its in-house yoga instructor.
Each morning begins with aqua aerobics at the Kuredhi Pool, combining gentle resistance and the movement of water to awaken the body. On 20 September, attention shifts to an evening sunset yoga session, guiding participants through a flow of movement and breath as the sun sets over the island. The programme concludes on 21 September with sunrise yoga on the beach, a practice blending pranayama and ashtanga elements in the calm of dawn.
The resort’s wellness approach extends beyond the weekend, with a range of treatments available at the award-winning Angsana Spa. Therapists draw upon traditional Asian techniques to restore balance and energy, offering treatments such as body polishes, facials, and holistic massages with natural ingredients. Guests may also take part in personalised wellness rituals designed to nurture both body and mind.
Located in South Nilandhe Atoll, Angsana Velavaru integrates wellbeing into the island experience. From yoga and spa therapies to the tranquil pace of island life, the resort provides an environment where health and renewal are at the centre of the guest experience.
JW Marriott Maldives Kaafu Atoll Island Resort, located in the largest lagoon of Kaafu Atoll, is set to celebrate Chinese Golden Week with a curated programme designed for multi-generational families. Taking place from 1 to 8 October 2025, the week will feature a range of culinary experiences, family activities, ocean adventures, and wellness rituals.
Dining will take centre stage with Veyo presenting a series of experiences that pay tribute to both Asian and Maldivian traditions. Highlights include an Imperial Flavours buffet dinner and the restaurant’s signature Indian Ocean Night, inspired by the coastal culture of the region. Interactive sessions such as Mini Spring Roll Making and a Dim Sum Dumpling Class for children add a participatory element. At sunset, Wahoo Beach will host a cocktail event featuring Cantonese-inspired canapés, crafted cocktails, and celebratory toasts against the backdrop of the Indian Ocean.
Golden Week activities will extend beyond dining with a variety of family-oriented experiences. At the Family by JW™ Kids Club, children will take part in Golden Coin Treasure Hunts, chopstick-inspired crafts, mask and fan decoration, and panda sand art on the beach. The Teens Club will organise a table tennis tournament, while families will gather on the shoreline for beach games. The Watersports and Dive Centre will arrange kayak races, guided snorkelling excursions to Emboodhoo Island, and half-day tours of Malé City. Winners of the kayak races will be awarded a complimentary Sea Bob experience.
Wellness will also form a significant part of the programme. Spa by JW will introduce seasonal treatments, including the Golden Citrus Renewal, which combines a 60-minute massage with a mandarin-infused scrub, and the Golden Couple Escape, which features a massage, jade stone facial, and bath ritual paired with tea or sparkling wine. A Seven Days of Well-Being programme will complement the spa offerings, with activities such as sunrise Golden Flow Yoga, Moonlit Meditation, Mat Pilates, and High-Intensity Interval Training (HIIT) Burner sessions. Guests will also be invited to sample a seasonal herbal tea selection as part of the holistic experience.
“Our Associates are deeply passionate about creating meaningful experiences that resonate across generations,” said Srikanth Devarapalli, General Manager of JW Marriott Maldives Kaafu Atoll Island Resort. “Golden Week is a time of reunion and shared moments, and we look forward to welcoming families and travellers from around the world.”
The resort comprises 80 villas, each featuring a private pool and direct access to the Indian Ocean. Guests can choose between overwater villas with lagoon access or beach pool villas surrounded by tropical greenery. Designed to accommodate couples, families, and larger gatherings, the villas provide both space and privacy.
A Full Board Package is available, inclusive of complimentary speedboat transfers. Guests may book until 10 December 2025 for stays up to 15 December 2025.
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