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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.
Hard Rock Hotel Maldives has once again achieved Green Globe Certification, reaffirming its commitment to sustainability as an integral part of its operations. Rather than serving as a mere statement, sustainability at the resort is woven into every aspect of the guest experience, internal decision-making, and long-term strategy. The certification follows a comprehensive, independent audit evaluating the resort’s performance against more than 380 stringent compliance indicators — a demanding benchmark that the resort successfully met.
Significant strides have been made in reducing the property’s carbon footprint without compromising comfort or quality. Energy consumption is managed through the implementation of smart room controls and occupancy sensors, while 99 percent of lighting throughout the property utilizes high-efficiency LED technology. Hot water is supplied by a generator-powered heat exchanger system, complemented by steam-powered laundry machines and energy-efficient appliances in kitchens, guest rooms, and staff facilities. Digital systems have replaced paper-intensive processes, and a Green IT policy ensures all computers are powered down when not in use — reflecting the brand’s dedication to mindful, sustainable operations.
Water conservation remains a central focus of the resort’s environmental efforts. Operating independently from public water systems, the resort employs a sophisticated treatment plant that purifies seawater for use throughout the property. Efficiency is further enhanced by dual-flush toilets, low-flow fixtures, greywater recycling systems, and real-time monitoring technology. Preventative maintenance and regular checks help minimise waste before it occurs.
Situated in one of the world’s most climate-vulnerable regions, the resort embraces proactive environmental action as essential. Electric buggies reduce carbon emissions on the island, while local sourcing practices lower transportation-related impacts and support nearby communities. A green procurement policy and ongoing staff training ensure that all departments align with the resort’s long-term sustainability objectives.
Marine conservation plays a prominent role at the resort’s Marine Discovery Centre, where initiatives such as coral propagation, guided snorkelling tours, and educational reef programs encourage guest participation in ocean protection efforts. A collaboration with Parley for the Oceans ensures that plastic waste is recycled and that marine ecosystems remain safeguarded for future generations.
Sustainability is seamlessly integrated into the guest experience at Hard Rock Hotel Maldives. From the visible to the behind-the-scenes, it shapes every detail of a stay. The Maldives Discovery Centre offers visitors insights into local culture through exhibits, artisan displays, and live performances that celebrate Maldivian heritage. Interactive workshops with local craftspeople and educational exhibitions on maritime trade routes provide guests with a rich, immersive understanding of the destination—highlighting the connection between community, culture, and conservation.
This Green Globe recertification is not viewed as a conclusion but as part of a continuous journey. It reflects an enduring commitment to protecting the environment while delivering the unique rhythm, flavour, and hospitality that define the Hard Rock Hotel Maldives experience. Here, sustainability takes center stage as part of the headline act.
This Eid al-Adha, Alila Kothaifaru Maldives invites discerning travellers to experience an enchanting celebration set against the spellbinding beauty of the Maldives—a private island paradise where refined luxury harmonises with vibrant tradition.
On Sunday, 8 June, the resort will host a thoughtfully curated programme of festivities that honour the spirit of Eid. Guests will be taken on an immersive cultural journey featuring the rhythmic beats of live Boduberu drumming and a captivating Badhiya dance performance, offering a celebration of Maldivian heritage and spirit. Younger visitors can look forward to a lively schedule of children’s activities designed to spark joy and creativity in an inspiring island setting.
As the sun sets, the celebration continues with a cocktail party on the beach, where the golden hues of dusk are paired with live local music and specially crafted cocktails. This relaxed gathering invites guests to savour the island’s warm ambiance as day gives way to night.
Later in the evening, the resort’s signature Seasalt restaurant will present an indulgent Eid Special Buffet. Curated by the resort’s expert culinary team, the buffet showcases a fusion of Maldivian and Arabic gastronomy, featuring aromatic Arabic grills, traditional mezze, and beloved Maldivian classics—all prepared with fresh local ingredients and a contemporary twist.
In celebration of the occasion, Alila Kothaifaru Maldives is offering exclusive holiday savings through its Summer Getaway offer. This includes daily breakfast and dinner, 20% off spa treatments and dining experiences, as well as roundtrip seaplane transfers. Guests will also have access to a curated selection of complimentary scheduled weekly activities, providing a deeper connection to the natural beauty and cultural richness of the Maldives.
Whether in search of peaceful relaxation, quality family time, or meaningful cultural discovery, Eid at Alila Kothaifaru Maldives promises an unforgettable celebration in every sense.
Sirru Fen Fushi – Private Lagoon Resort, a secluded sanctuary nestled in the pristine Shaviyani Atoll of the Maldives, has been recognised in the Tripadvisor Travellers’ Choice Awards 2025. This prestigious accolade places the resort among the top 10% of listings worldwide on Tripadvisor, honouring its consistent delivery of exceptional guest experiences.
Tripadvisor, the world’s largest travel guidance platform, bases this award on genuine feedback from travellers who share authentic, first-hand reviews over a 12-month period. The Travelllers’ Choice designation is widely regarded as a trustworthy indicator of quality and excellence in the global travel industry.
The year 2025 has proven to be a milestone for Sirru Fen Fushi, with numerous nominations and certifications reinforcing its standing in the global hospitality arena. These include:
- Tripadvisor Travellers’ Choice Awards 2025 – Top 10% of hospitality businesses globally
- LQA (Leading Quality Assurance) Certified – Recognising adherence to the highest standards of luxury service and operations
- Condé Nast Traveller Readers’ Choice Awards 2025 – Nominated
- Condé Nast Traveller India Readers’ Choice Awards 2025 – Nominated
- Travel + Leisure World’s Best Awards 2025 – Nominated
- Green Globe™ Certified – Commending sustainable and eco-conscious practices
These accolades underscore the resort’s commitment to delivering exceptional service, curating immersive guest experiences, demonstrating sustainability leadership, and showcasing authentic Maldivian culture.
Lukasz Prendke, General Manager of Sirru Fen Fushi, expressed gratitude for the global recognition, noting that each nomination and award is a testament to the team’s dedication, creativity, and meticulous attention to detail. He acknowledged the continued trust and support of guests and the international community as key to the resort’s ongoing success.
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