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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.
Holiday Inn Resort Kandooma Maldives has been recognised as the Best Surf Resort in the Maldives at the Travel Trade Maldives (TTM) Awards 2025, achieving the accolade for the second consecutive year. The award underscores the resort’s reputation as a leading destination for surf enthusiasts in search of world-class waves and welcoming hospitality.
Located just 40 minutes by speedboat from Velana International Airport, the resort offers direct access to Kandooma Right, a renowned right-hand reef break celebrated for its long rides and playful barrels. Surf operations are exclusively managed by Perfect Wave Travel, ensuring uncrowded line-ups and an emphasis on sustainable surf tourism. The island has cultivated a dedicated surf community, with many guests returning annually, and some multiple times a year, drawn by the consistency of the waves, the warmth of the resort’s service, and expert surf guidance.
Mark Eletr, General Manager of Holiday Inn Resort Kandooma Maldives, commented on the achievement: “Our continued partnership with Perfect Wave and the team’s dedication to creating memorable surf experiences is what makes Kandooma stand out. We welcome surfers of all levels, and our aim is to ensure that every ride is unforgettable. The sense of belonging to the surf community here is what makes the island truly unique.”
In addition to Kandooma Right, surfers have access to nearby breaks such as Tucky Joe’s, Riptides, and Quarters, catering to intermediate surfers, progressive shortboarders, and longboarders alike.
Away from the surf, the resort offers a wide range of leisure experiences including the Kandooma Spa by COMO Shambhala, snorkelling and diving excursions showcasing the Maldives’ rich marine life, and diverse dining options serving global cuisine. The combination of surf culture, tropical adventure, and authentic hospitality contributes to a distinct island lifestyle.
This back-to-back success at the TTM Awards follows the resort’s 2023 title as Best Dive Resort, further reinforcing its position as one of the Maldives’ leading destinations for marine-based experiences.
Jumeirah Olhahali Island will celebrate Chinese Golden Week this October with a curated programme titled ‘A Golden Journey Together’. From 1 to 8 October 2025, the island will host experiences designed to bring families and friends closer, combining creativity, wellbeing and discovery with the natural rhythm of Maldivian island life.
Dining will be central to the celebrations, blending Asian traditions with the tropical setting of the island. Guests will be able to enjoy an Asian-Inspired Gala Dinner at Glow, Ocean’s Embrace Hot Pot, and Flavours of Asia at Shimmers, accompanied by live music and culinary offerings from across the continent. Other highlights will include an Asian-Inspired Floating Breakfast, an Afternoon of Bliss tea ritual, and a Maldivian Sharing Beach Dinner under the stars with the rhythmic beat of Boduberu.
Cultural encounters will add depth to the week’s programme. At the MURACA Art Studio, guests will be invited to shape and paint bespoke tea cups, create auspicious pottery designs, or hand-decorate a Tuanshan fan with traditional motifs. Shared culinary experiences will include Kayto’s Family Dim Sum Masterclass, offering parents and children the chance to fold and enjoy dim sum together. Evenings will feature celebrations such as the Lantern Ceremony at Shimmers Beach, a radiant tribute to hope and renewal.
The week will also bring opportunities for renewal and recreation. Gentle face yoga, Pilates by the sea and natural self-care workshops will provide calm, while social and competitive spirit will be encouraged through sunset tennis gatherings and a holiday tournament. Guests seeking adventure at sea will have options ranging from semi-submarine excursions and snorkelling to dolphin quests, parasailing and traditional sunset fishing.
On 6 October, the island will mark the Mid-Autumn Festival with a Sunset Soirée Gathering of canapés and cocktails, a Lunar Wellness Ritual by moonlight, and the International Market Night at Glow, which will take guests on a culinary journey across continents.
Accommodation will be in the resort’s collection of 67 all-villa retreats, each offering sweeping ocean views. One-bedroom villas, with private infinity pools, rooftop terraces and light-filled interiors, will be ideal for families of four, while larger two- and three-bedroom residences will provide ample space for extended families or groups of friends to create shared memories.
InterContinental Maldives Maamunagau Resort has announced its festive programme for the upcoming season, themed around ‘A Celebration for the Oceans’. Drawing inspiration from the Indian Ocean, the programme will transport guests into the mythical world of Atlantis: The Lost Kingdom, offering a range of cultural, culinary, artistic and wellness experiences. Highlights include a culinary residency by Tom Aikens, art classes and exhibitions led by UK artist Florence Super, physiotherapy sessions with Emma Diani, and entertainment for younger guests provided by Sharky & George. A series of gala dinners, live musical performances, and festive traditions will also form part of the celebrations.
The resort’s calendar of activities is designed to appeal to a wide audience, including families, food enthusiasts, creatives and those seeking wellness. Guests will be able to enjoy themed gala dinners, musical entertainment, Santa appearances, and New Year’s Eve celebrations, alongside time for relaxation at AVI Spa, which will feature holistic treatments and visiting practitioner sessions. The resort’s Resident Astronomer, Aleks, will also offer stargazing sessions.
Situated on the southern tip of Raa Atoll, at the edge of a UNESCO World Biosphere Reserve and near a juvenile manta ray aggregation site, the resort supports manta ray research and has introduced sustainable waste and recycling initiatives. Ocean-focused activities such as diving, seabobbing and coral adoption will also be incorporated into the programme.
Michelin-starred Chef Tom Aikens will take up a 12-day residency at the resort, curating exclusive tasting menus at The Lighthouse restaurant across several gala evenings. His residency will also feature a cooking class, a private yacht dinner for two, and a finale beachside buffet. The programme offers guests the opportunity to combine fine dining with the resort’s island setting.
Florence Super will debut her ocean-inspired art at the resort, delivering five creative sessions for guests. Her work, which often utilises recycled materials, will culminate in an exhibition with select pieces available for purchase. This collaboration complements the resort’s sustainability initiatives and partnership with The Manta Trust.
Wellness practitioner Emma Diani, an experienced physiotherapist, will be in residence from mid-December 2025 to mid-February 2026, offering treatments designed to improve posture, ease chronic pain and restore mobility. The resort’s AVI Spa will also provide a range of therapies, including Maldivian-inspired treatments and specialised body sculpting.
Family entertainment will be provided by Sharky & George, who will return to host activities at the Planet Trekkers Kids Club. Their programme includes treasure hunts, games, cooking classes, gingerbread house making, pirate cruises and mini expeditions, encouraging children to explore the island and its marine life.
Music and live entertainment will play a central role, with Jazzubeat The Band and DJ Levi set to perform. Traditional Christmas elements such as a tree lighting ceremony and Santa visits will accompany the festivities. On Christmas Eve, guests will gather for cocktails and a gala dinner, while New Year’s Eve will be marked with a gala celebration, ballet performances, fireworks and dancing on the oceanfront.
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