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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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Angsana Velavaru shines in T+L Luxury Awards 2025 with top pool and GM honours

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Angsana Velavaru, part of the esteemed Banyan Group, has secured prestigious placements in the Travel + Leisure Luxury Awards Asia Pacific 2025, ranking #8 for Best Resort Pool and #3 for Best General Manager in the Maldives. These accolades underscore the resort’s dedication to outstanding service, thoughtfully crafted accommodations, and guest-centric innovation.

Located in the unspoiled South Nilandhe Atoll, Angsana Velavaru features 113 villas—79 of which are equipped with private infinity pools. Among them are the celebrated Beach Villas and the signature InOcean Pool Villas, which extend elegantly over the lagoon’s turquoise expanse. Each villa is designed to offer a harmonious blend of sophistication and comfort, enabling guests to immerse themselves in nature with both privacy and style.

Central to the resort’s social ambiance is the Kuredhi Pool Bar, a lively and inviting venue that offers more than just refreshments. It serves as a communal hub where guests can enjoy curated experiences such as DJ nights, aqua aerobics, and wellness sessions. This programming reflects the resort’s vision of merging serenity with social vibrancy.

Spearheading this success is General Manager Ahmed Zahir, who was recognised as the #3 Best General Manager in the Maldives. Zahir’s inspiring career began three decades ago as a Laundry Supervisor and has since evolved into a historic milestone—becoming the first Maldivian General Manager within the Banyan Group. His leadership is characterised by a deep understanding of local culture, empathy, and hands-on experience across resort operations.

“This recognition is not only an honour—it’s a reflection of how far we’ve come as a team and as an industry,” Zahir shared. “I’m proud to lead with values shaped by the Maldives itself: resilience, hospitality, and heart. At Angsana Velavaru, we aim to deliver something genuine and lasting—for our guests, our people, and our community.”

Under Zahir’s stewardship, Angsana Velavaru has fostered a culture rooted in authenticity, local empowerment, and purposeful guest engagement. The resort remains committed to evolving as a destination that honours tradition while embracing forward-thinking experiences.

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Oaga Art Resort’s Samaasaa takes centre stage in Dubai’s art scene

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Under the desert sky of Dubai, Oaga Art Resort made its international debut with a striking performance by Raai Badeeu at the closing night of renowned light calligrapher Karim Jabbari’s exhibition, Vertical Horizon / 361 Degrees, held at Inloco Gallery. The performance introduced audiences to Samaasaa, the resort’s original theatrical dining concept where storytelling intertwines with seasonal cuisine, and folklore comes alive through immersive performance.

Samaasaa represents a distinctive fusion of art and gastronomy, with each course unfolding as an edible chapter of a story. The concept invites guests into a world where tradition meets innovation, rooted deeply in Maldivian heritage.

The venue for the performance, Inloco Gallery, is an emerging boutique art space in Dubai known for pushing creative boundaries. Its third season was dedicated to ‘vanishing urban landscapes’—a reflection on the echoes of fading cityscapes. Central to this season was the work of Karim Jabbari, whose intricate light calligraphy transforms traditional Arabic script into contemporary expressions of cultural memory. His Vertical Horizon / 361 Degrees exhibition explored the theme of ‘Lost Tradition,’ featuring a collaborative project with artist Khalil Abdulwahid that documented Al Satwa’s disappearing historic fabric and reclaimed calligraphy’s original role as a vehicle for communication and preservation.

In collaboration with Inloco Gallery and Karim Jabbari, Oaga Art Resort presented Raai Badeeu as part of the finissage—a moving farewell performance that seamlessly blended calligraphy, choreography, and storytelling. The immersive show transformed the gallery into a space of ancestral memory, myth, and poetic expression, embodying the artistic ethos of Oaga.

The performance also offered audiences an exclusive preview of Samaasaa Presents: The First Coconuts, Oaga’s upcoming theatrical dining experience. A specially curated segment from the show was performed, offering a glimpse into the mythical origins of island life through expressive movement and narrative.

As Oaga Art Resort expands its creative reach beyond the Maldives, this performance in Dubai marks the beginning of a broader journey. Guided by a spirit that is playful, poetic, and deeply rooted in island culture, Oaga is poised to share its unique stories with the world.

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JOALI Maldives welcomes FIX’s iconic chocolate in first-ever global expansion

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Dubai-based artisanal brand FIX Dessert Chocolatier, renowned for its viral chocolate creations, has partnered with JOALI Maldives – the Indian Ocean’s first art-immersive luxury island resort. Starting 2 July 2025, guests at JOALI Maldives will have the exclusive opportunity to indulge in FIX’s signature creation, The Original Dubai Chocolate, marking the first time the coveted dessert will be available outside the UAE.

Famed for its bold creativity, intricate layering, and unforgettable textures, FIX has redefined the modern dessert experience. This collaboration brings together two worlds of sensory delight – the imaginative world of FIX and the refined, story-driven luxury of JOALI Maldives.

As part of this partnership, FIX introduces Time To Mango, a brand-new chocolate bar inspired by tropical fruits, warm breezes, and the playful spirit of summer. Blending mango-forward flavours with nostalgic childhood treats and a whimsical touch of popping candy, the creation delivers a multi-sensory experience wrapped in rich chocolate.

FIX Dessert Chocolatier’s signature artistry and innovative flavour combinations align seamlessly with the philosophy of JOALI Maldives, a resort celebrated for its immersive art, sublime design, and curated experiences. According to FIX co-founder Sarah Hamouda, “This collaboration is about more than flavour – it’s about sparking wonder and delivering delight in unexpected ways. Seeing our creation featured at JOALI Maldives feels like the perfect match of storytelling and indulgence.”

Guests at JOALI Maldives will encounter FIX’s chocolates across various curated settings – from the private airport lounge and the resort’s artisanal ice cream shop to bespoke in-villa amenities and select evening turndown rituals. Every piece is hand-crafted in Dubai, carefully transported, and presented under the Maldivian sun as a true edible work of art.

Commenting on the partnership, Semiha Askin, Global Director of Sales and Marketing at JOALI, stated, “At JOALI, we embrace art in all its forms – from visual and spatial to culinary. Partnering with FIX Dessert Chocolatier allows us to extend that ethos into the realm of artisanal sweets. Their chocolate is more than a dessert – it’s an immersive experience our guests will remember, one bite at a time.”

This marks FIX’s first international placement, making JOALI Maldives the only destination outside of the UAE to offer the brand’s signature chocolate. The collaboration exemplifies a shared dedication to luxury, creativity, and culinary innovation.

Located in one of the largest and deepest atolls in the world, JOALI Maldives offers 73 elegantly appointed beach and over-water villas, each accompanied by a personal Jadugar (meaning “skilled magician” in Dhivehi). The resort is a sanctuary of sustainability, immersive programming, and next-level wellbeing offerings, including the JOALI BEING Cure – the first outpost of sister retreat JOALI BEING, the Maldives’ pioneering wellness island.

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