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Maldives looks beyond ‘sun-sand-sea’, ventures into MICE , cultural, sports tourism

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Maldives will look beyond its longstanding selling points of ‘Sun, Sand and Sea’ with plans to venture into MICE, cultural and sports tourism, the country’s official tourism promotion body has announced.

Thoyyib Mohamed, Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC), told journalists last Thursday that the Maldives needed to diversify its tourism product and focus on more niche markets.

“We have seen temporary efforts in marketing Maldives to several niche markets in the past; without a significant result. Therefore, I believe we need a good understanding of niche marketing and even better plans to achieve results,” he said, during the press conference held at MMPRC office in capital Male.

Thoyyib stressed that his corporation was in the process of creating a destination marketing plan to reach several niche markets in a sustainable manner. They include MICE, cultural and sports tourism, he added.

“We are working with a consultant to formulate these strategies for the year 2020,” he said.

The Maldives has been known as ‘The Sunny Side of Life’ for decades, owing to its monsoon-based climate, as well as the pristine white sand beaches and clear blue waters.

However, with recent changes in tourist demographics and the introduction of more affordable products such as guesthouses, there is a need to diversify the Maldives’ branding.

The government had earlier said cultural tourism would play an important role in developing the Maldives’ tourism industry. However, no concrete step has yet been taken to realise those objectives.

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.

According to official figures, total arrivals for the past seven months of the year increased by 17.2 per cent to reach 994,733 compared to the same period last 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.

Cover Photo: Kurumba Maldives

Celebration

Centara Maldives resorts to mark Songkran with Thai-inspired celebrations

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Centara Hotels & Resorts Maldives has invited guests to celebrate Songkran this April across its resorts in the Maldives, marking the Thai New Year through a series of experiences inspired by the brand’s Thai heritage.

The hotel group said the celebrations would reflect Thai culture and hospitality while adapting traditional Songkran elements to island settings in the Maldives. Across its resorts, the festival is being presented through activities centred on renewal, togetherness and shared experiences.

At Centara Mirage Lagoon Maldives, located within The Atollia by Centara Hotels & Resorts, the celebration is set to take place in a family-focused setting. The resort said guests could take part in water activities, beach games and poolside gatherings, followed by a Songkran carnival by the sea. Evening dining experiences will feature Thai flavours in a setting designed for families and groups.

At Machchafushi Island Resort & Spa Maldives, part of The Centara Collection, the programme will include a beachfront parade and traditional Thai games. The resort said evening events would continue with a Thai-inspired dining experience, cultural performances and entertainment. Activities for younger guests will also be included as part of the celebrations.

Centara Ras Fushi Resort & Spa Maldives, which caters to adults, is also marking Songkran with its own programme. The resort said guests could expect beachside activities, evening dining experiences and entertainment shaped around the festival’s themes of joy and togetherness.

Centara Hotels & Resorts Maldives said the Songkran celebrations across its properties are intended to give guests an opportunity to experience Thai-inspired traditions in the Maldives while creating shared holiday experiences during the festival period.

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Le Méridien Maldives marks Easter with Chef Christian Sturm-Willms residency

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Easter at Le Méridien Maldives Resort & Spa brought together gastronomy and family-focused activities, with Michelin-starred chef Christian Sturm-Willms joining the resort for a culinary residency.

Chef Sturm-Willms, head chef of Michelin-starred restaurant YUNICO in Bonn, is known for a style that combines Japanese technique with Mediterranean and contemporary European influences. He has led the restaurant since 2012, and YUNICO has retained its Michelin star since 2016.

During the week, the chef presented his cuisine through a series of events at the resort. A sunset cocktail on the beach welcomed Marriott Bonvoy Elite members, where guests were introduced to his work through a selection of signature canapés. The main culinary event took place at Tabemasu, where Chef Sturm-Willms partnered with the resort’s executive chef, Muthuraman Subramaniam, for a five-course four-hands dinner.

The menu included dishes such as yellowfin tuna yukke and grilled scallop with avocado cream and mastudo aioli, as well as beef tenderloin served with nut butter foam. Each course was paired with wine. The menu also featured Chef Muthu’s agedashi tofu soup with yuzu kosho sorbet, while dessert was a muscovado kombu tart, described as a signature YUNICO dish.

The Easter programme continued on Easter Sunday with a buffet, a chef’s corner and a live cooking station.

Alongside the culinary events, the resort also organised a week of family activities based on a farm theme. At the Family Kids Hub, children took part in arts and crafts, cooking classes, scavenger hunts, sand golf, kids’ night camping and an Easter egg hunt, along with a visit from the Easter Bunny.

The collaboration also included sessions for the resort’s staff. Chef Sturm-Willms and his sous chef, Jannik Schrack, held a session with the culinary team on their work and the standards involved in achieving Michelin recognition. Melanie Hetzel, food and beverage manager and sommelier at YUNICO, also conducted workshops for service teams covering service standards as well as wine and saké.

Thomas Schult, general manager of Le Méridien Maldives Resort & Spa, said the Easter programme combined gastronomy, family experiences and creativity across the island. He said the residency brought together international culinary talent and the work of the resort’s team across activities and dining experiences.

Chef Sturm-Willms said it had been a pleasure to work with Chef Muthu and the culinary team at the resort. He said the collaboration reflected the importance of sharing knowledge and passion through cooking.

Le Méridien Maldives Resort & Spa is located on Thilamaafushi Island in Lhaviyani Atoll. The resort features 134 villas, including two-bedroom beach and overwater villas designed for families. It said its offering combines marine experiences, dining and family activities aimed at guests of all ages.

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The Standard, Maldives unveils new Premium All-Inclusive package

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The Standard, Maldives has announced the launch of a new Premium All-Inclusive experience from May 2026, introducing an enhanced offering aimed at travellers seeking a seamless island holiday in Raa Atoll.

The resort said the new package was designed to combine dining, experiences and entertainment with the natural setting of the Maldives. It added that the offering had been curated with Indian travellers in mind, as India continues to grow as a source market for Maldivian tourism.

The package begins with champagne on arrival and includes access to dining across the resort’s outlets. Guests will be able to choose from three restaurants for lunch and five restaurants for dinner with prior reservation. The resort said the dining programme would range from Mediterranean dishes at Onda to Maldivian cuisine at Guduguda, offering guests a varied culinary experience throughout their stay.

The package also includes a beverage programme featuring premium spirits, wines, cocktails and beers, as well as a fully stocked minibar in each villa.

The culinary programme is led by Director of Culinary Nandakumar Dharuman. The resort said his Indian background adds familiarity for Indian travellers, with Indian breakfast options available alongside international selections. Vegetarian and Jain meals can also be prepared on request.

The Standard, Maldives said the resort would continue to offer a lively atmosphere through activities held during the week, including DJ nights, fire dance performances, bingo evenings and other social events. Breakfast DJ sessions are also part of the programme. In addition, guests booking the Premium All-Inclusive package will receive one complimentary 30-minute spa treatment and one island excursion.

Sonika Adlakha, commercial director of The Standard, Maldives, said India remained an important and growing market for the resort. She said the new Premium All-Inclusive experience was intended to offer Indian travellers a stay that combined dining, entertainment and the natural appeal of the Maldives.

Alongside its social spaces, the resort said it also offers quieter areas for guests seeking a more relaxed experience. All villas at the property include private pools and spacious living areas, allowing guests to stay close to the resort’s dining and entertainment facilities while also enjoying privacy.

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