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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.
Imagine a place where the world fades away, leaving you with nothing but the gentle sound of waves and the soft touch of sand beneath your feet. A place where privacy is not just a promise, but a guarantee. Welcome to Nika island Resort & Spa, Maldives, the only resort that offers private beaches for an unparalleled experience of seclusion and tranquility.
At Nika, your very own private beach awaits. Picture yourself enjoying a personalised BBQ under the stars or designing your own destination dining experience, tailored to your every desire. Whether it’s a romantic dinner for two or a family feast, the possibilities are endless.
John Miller, a recent guest at Nika, shares his unforgettable experience: “Staying at Nika’s private beach villa was the ultimate privacy I’ve ever experienced. Born in London, I’ve never known such seclusion in my entire life. The resort is lush with vegetation, and the fauna and flora are simply amazing. It’s a hidden gem in the middle of the Indian Ocean. The local stories and the museum displays are fascinating.”
But the allure of Nika doesn’t end there. The resort’s dive centre offers exceptional dive courses, taking you to spectacular dive sites that reveal the breathtaking underwater world. Whether you’re a seasoned diver or a beginner, the wonders beneath the surface will leave you in awe.
After a day of exploration, indulge in the Lotus Spa at Nika. Offering a range of excellent massages, from traditional local techniques to various modern varieties, the spa promises to rejuvenate your body and soul.
Nika is a small resort, yet it is brimming with entertainment and activities. From water sports to cultural experiences, there’s something for everyone. It’s a sanctuary where you can ground yourself, reconnect with nature, and discover a level of privacy that is truly extraordinary.
Escape to Nika and hide away at your secret beach. Here, the ultimate privacy and relaxation await.
Featured
Unwind and Explore: Hilton Maldives Amingiri Resort & Spa Invites Families to a Rejuvenating Summer Escape
Hilton Maldives Amingiri Resort & Spa, an all-pool villa haven nestled amidst the breathtaking natural seascapes of the Indian Ocean, invites families to embrace the joy of relaxation and the spirit of adventure this summer with a slew of experiences designed to inspire playful discoveries and foster tranquil reconnections with the mind and body.
Fun for All Ages
Budding adventurers and creative little spirits alike can discover new adventures at Krakengiri Kids’ Club, one of the largest kids’ clubs in the Maldives. Led by a multilingual team of certified childcare professionals, young guests can engage in an exciting array of daily activities that combine learning and play.
Upstairs, Re:Fuel, a rooftop lounge for teens, hosts engaging milkshake-making workshops and fun family movie nights under the starry Maldivian sky.
In June, the resort offers a Holiday Camp for teens, who can personalize their wellness experiences as follows:
- Pick up new sports such as tennis, pickleball, and badminton on the multi-purpose court with the hotel’s resident Sports Animator
- Work out with a personal trainer at the fitness center
- Try aerial yoga for beginners, yoga for better sleep, breathwork, and meditation with the resident yoga practitioner
- Enjoy a restorative massage in the overwater treatment villas of Amingiri Spa.
The experience is available at USD 150++ per person for a combination of any two 30-minute sessions.
Restful Retreats
Amingiri Spa introduces Water Connect, a private in-villa pool experience guided by a certified water shiatsu specialist. The gentle movements and targeted massage techniques melt away tension and create a deeply relaxing sensation akin to being cocooned in the womb. The serene escape is available between 4:00 pm to 5:30 pm at USD 150++ for 30 minutes.
Starting in June, guests can indulge in a brand-new Sleep Wellness menu designed to ease the mind and body into a state of deep and rejuvenating slumber. Guests can choose to unwind with a calming signature massage on the spa’s Skye Deck, bask in the timeless glow of an evening hammam ritual in the modern hammam room, or embrace tranquility with an in-villa session incorporating guided meditation, yoga, and breathwork.
Exclusive Offer
Guests who stay a minimum of four nights enjoy the added value of a half board meal plan and complimentary shared roundtrip speedboat transfers with Maldivian Bliss. This offer is available for stays through to December 20, 2024.
From May through to September 30, 2024, children stay and dine free: parents staying with two young children ages 11 years and below in an Overwater Suite with Pool and any of the Two-Bedroom Beach and Overwater Villas will also enjoy the half board meal plan and complimentary shared roundtrip speedboat transfers when booking Maldivian Bliss. Hilton Honors members enjoy full points for their stay. Terms and conditions apply.
Hilton Maldives Amingiri Resort & Spa is part of Hilton Honors®, the award-winning guest-loyalty program for Hilton’s 22 distinct hotel brands. Members who book directly on the hotel’s website will have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of points and money to book a stay, an exclusive member discount, free standard Wi-Fi and the Hilton Honors app.
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Maldives Madridistas: Patina Maldives, Fari Islands Nets Exclusive Football Camp Partnership with the Real Madrid Foundation
Younger guests at Patina Maldives, Fari Islands can embrace new patterns of play this summer at an exclusive, Maldives-first Real Madrid Foundation football camp. From 4 July – 12 August, a youth coach will lead a comprehensive Real Madrid Foundation programme of daily soccer sessions for ages 5-9yrs, 10-14yrs, and 15-17yrs. The coach will be joined by an elite player ambassador from UEFA’s all-time no. 1 ranked football club toward the end of the programme.
This summer’s inaugural Patina Maldives x Real Madrid CF Foundation football camp is the first edition in an ongoing partnership, with additional future football camp dates to be confirmed. Led by a licensed Real Madrid Foundation coach, sessions will focus on developing each participant both individually and as part of the group, in order to ‘Play The Real Way’ – the training methodology that combines play, as well as sports values.
Sessions will take place on a new, purpose-built 6 a side astroturf pitch located near the Fari Marina Village at Patina Maldives.
All participants will receive an official camp football camp shirt, shorts, socks, drawstring bag, sweatbands, and cap; while those completing a minimum of four days’ coaching will also be presented with a Real Madrid Foundation participation certificate.
Real Madrid Foundation football clinics at Patina Maldives, Fari Islands are priced at USD195++ per child per session for guests of the resort. Bookings are also open to guests from neighbouring resorts, from USD250++ per child per session.
Rates at Patina Maldives, Fari Islands start from USD2,054 (approx. GBP1,620) per night based on two adults sharing a One Bedroom Pool Villa including daily breakfast, complimentary Guest Benefits, tax, and service. Terms and conditions apply.
For more information and reservations, please visit https://patinahotels.com/maldives or contact reservations.maldives@patinahotels.com. For more information on Pathways, please see here.
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