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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.

Celebration

Canareef Resort Maldives sets the stage for a memorable festive season

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Canareef Resort Maldives is set to welcome guests to a magical festive season with a vibrant lineup of activities designed to create unforgettable holiday memories. From December 22, 2024, to January 1, 2025, the resort will be transformed into a holiday wonderland, offering a range of unique experiences that cater to guests of all ages.

The festivities will commence with an enchanting Christmas Tree Lighting ceremony, a heartwarming event that sets the tone for the celebrations. Guests will gather around the beautifully adorned tree, illuminated by twinkling lights, as they embrace the spirit of the season.

Throughout the holiday period, families can participate in a variety of exciting kids’ activities. From face painting to cookie and cupcake making, there will be something for every little one to enjoy. The joyful atmosphere will be further enhanced by delightful Christmas carols resonating throughout the resort.

A special treat awaits guests as Santa makes his grand arrival at Dhoni Beach. Accompanied by festive carols sung at the Dhoni Bar Deck, both children and adults will delight in this spectacle, capturing the magic of Christmas.

The resort’s culinary offerings will also be a highlight of the festive season. The Christmas Gala Dinner promises to be a memorable evening, featuring a live musician who will serenade diners in a festive atmosphere. Guests can also indulge in a delightful Christmas Brunch at Kilhi, where a sumptuous buffet brimming with seasonal delights will be served.

As the year comes to a close, the excitement will continue with a lavish New Year’s Eve Gala Dinner on December 31, followed by a vibrant New Year party featuring a lineup of exciting entertainment programs. Guests will gather to bid farewell to the past year in style, enjoying a night filled with fun, laughter, and joyful reflections.

The celebrations will carry on into the New Year with a delicious brunch on January 1 at Kilhi, providing a perfect start to 2025. Later in the day, guests can gather to welcome the first sunset of the new year with a spectacular sunset cocktail party at Meera Beach. A live band will set the mood as guests sip cocktails and savour light canapés, creating a perfect ambiance while watching the magical first sunset over the Maldivian horizon.

Canareef Resort Maldives invites guests to enjoy a festive season filled with happiness, laughter, and unforgettable moments. Whether relaxing by the beach, savouring exquisite cuisine, or participating in exciting activities, the holiday program promises to make this festive season truly memorable. Let the celebrations begin.

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Awards

Angsana Velavaru wins prestigious accolades for sustainable tourism and guest experience excellence

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Angsana Velavaru has announced its recent recognition at two esteemed industry awards, which reinforce the resort’s commitment to delivering exceptional experiences while leading sustainable tourism efforts in the Maldives.

The resort has secured a coveted position in Condé Nast Traveler’s 2024 Readers’ Choice Awards, ranking 16th among the 20 Best Resorts in the Indian Ocean. This prestigious accolade reflects the heartfelt support of valued guests and readers who appreciate the serene beauty, immersive experiences, and warm hospitality that define Angsana Velavaru.

In addition to this recognition, Angsana Velavaru has been awarded the title of Leading Eco-Friendly Hotel at the 8th edition of the South Asian Travel Awards (SATA), held in Kathmandu. This honour underscores the resort’s ongoing dedication to sustainable practices, from marine conservation efforts to eco-conscious guest experiences, ensuring that future generations can enjoy the beauty of the Maldives. Key initiatives include the planting of over 1,231 coral fragments, the complete elimination of single-use plastic bottles, and the upcycling of linen and broken umbrellas into reusable tote bags.

Ahmed Zahir, General Manager of Angsana Velavaru, expressed gratitude, stating, “We are deeply grateful to our guests, associates, and industry peers for these remarkable acknowledgments. These awards motivate us to continue exceeding expectations, offering unforgettable experiences while remaining at the forefront of sustainable tourism.”

As a resort that seamlessly blends exceptional experiences with eco-conscious principles, Angsana Velavaru remains committed to setting new benchmarks for responsible travel. The resort’s success reflects its dedication to preserving the natural wonders of the Maldives while creating meaningful and authentic experiences for every guest.

In celebration of its recent achievements, Angsana Velavaru invites guests to embark on a new adventure with the Voyage to Velavaru offer. Guests can enjoy 25% savings on the best available rate, a complimentary all-inclusive package upgrade, and a spa and recreation credit of USD 75 per person, per night (up to USD 750 per person). The offer also includes 20% savings on return seaplane transfers and a complimentary sunset cruise, available once per stay.

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Celebration

Reethi Beach Resort’s 2024 festive season takes guests ‘Under the Sea’

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Reethi Beach Resort has announced its highly anticipated 2024 festive season celebrations, scheduled to take place from December 21st to January 7th, under the enchanting theme ‘Coral Kingdom Under the Sea.’ The resort’s festive program is set to immerse guests in the vibrant world of the Indian Ocean’s rich marine life, combining elegant dining experiences, adventurous activities, and cultural entertainment to create an unforgettable holiday season.

As the resort transforms into a magical underwater haven, visitors will be greeted by breathtaking decor reflecting the kaleidoscope of colours found in the surrounding coral reefs. Every venue will resonate with the theme, featuring shimmering reef-inspired arrangements, oceanic hues, and atmospheric lighting. Reethi Beach Resort aims to offer a visual and sensory celebration that embodies the spirit of the Maldives.

According to Valentin Osolos, General Manager at Reethi Beach Resort, the curated program is designed to provide something special for everyone—whether guests wish to indulge in gourmet delights, explore the wonders of the sea, or celebrate with family and friends. This year’s festivities are intended to allow guests to experience not only the beauty of the Maldives but also the joy and togetherness that the holiday season represents.

The 2024 festive lineup will include a series of elevated themed dinners, featuring culinary creations inspired by both local and international cuisines. Highlights will include the lavish Christmas Eve Gala Dinner and the New Year’s Eve Countdown Celebration, complete with live entertainment and a vibrant beachside atmosphere.

Throughout the season, guests will have the opportunity to enjoy a range of activities that cater to both relaxation and excitement, such as Private Champagne Breakfasts on the beach, Cheese & Wine Tastings under the stars, and lively Hookah Nights. For families, the festive program will feature Treasure Hunts, Pizza Making Classes, and special high teas that bring a touch of elegance to the afternoons.

The festivities will also showcase the resort’s commitment to Maldivian culture and sustainability. Traditional Boduberu performances and Maldivian Cooking Classes will invite guests to engage with the island’s heritage and natural environment, enriching their experience of the Maldives.

The season will culminate in the much-anticipated New Year’s Eve Gala Dinner and Countdown Party. Guests will be treated to a grand feast, set against the backdrop of live music, dance shows, and a dazzling display of fireworks as the clock strikes midnight. The celebrations will continue with an upbeat beach party, inviting guests to dance the night away under the stars and welcome 2025 in style.

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