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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

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Celebrate Ramadan in ultimate luxury at The Nautilus Maldives

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This Ramadan, The Nautilus Maldives, an award-winning private island retreat, invites guests to celebrate the sacred month through an exquisite blend of ultra-luxury, cultural heritage, and meaningful connection. The Nautilus Majlis Iftar Pop-Up offers a distinctive celebration of traditions, flavours, and the spirit of togetherness. Visitors can enjoy this exceptional experience in the privacy of their House or Residence, on the tranquil beachfront under the starlit sky, or at an exclusive sandbank retreat. Every element is meticulously designed to provide an unforgettable journey of indulgence and reflection.

At The Nautilus, time and constraints are set aside, allowing guests to embrace the sacred month of Ramadan at their own pace. Through the resort’s signature 24/7 timeless hospitality and unscripted dining concept, Ramadan celebrations are tailored to reflect personal preferences. This year, The Nautilus introduces a carefully curated Iftar menu, served within the extraordinary boho-chic elegance of the Majlis Pop-Up. Honouring tradition while offering bespoke customisation, each meal transforms into a sensory celebration of the holy month. Every detail is attentively crafted, turning dining into a meaningful and unforgettable experience that embodies the essence of Ramadan.

The Nautilus offers exclusive privileges to elevate the Ramadan journey. Guests booking a House or Residence can enjoy up to 30% off the Best Available Rate, along with 15% off treatments at Solasta Spa and 15% off water-sports at AquaNautica.

For those seeking a more indulgent escape, stays of seven nights or more include an additional 10% discount, allowing ample time to fully immerse in the serene beauty of this bohemian ultra-luxury haven. Families are warmly welcomed, with children under 12 staying and dining for free, ensuring a memorable experience for all.

The Nautilus is more than a destination—it is a sanctuary where the spirit of Ramadan is celebrated through cultural immersion, personalised experiences, and bespoke, free-spirited offerings. Beyond the luxury and indulgence, moments of reflection and reconnection are thoughtfully integrated into every aspect of the stay. This Ramadan, The Nautilus offers a retreat like no other—a place where time stands still, and every detail is crafted to elevate the journey.

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Luxury and love at JW Marriott Maldives Resort & Spa

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JW Marriott Maldives Resort & Spa welcomes couples to experience an enchanting romantic retreat on a private island surrounded by pristine azure waters. Situated on Vagaru Island in the serene Shaviyani Atoll, this exclusive resort provides an idyllic haven for those seeking a memorable and intimate getaway.

The resort offers an unparalleled stay, complete with a dedicated personal butler (Thakuru), poolside breakfasts, and romantic beachfront dining against breathtaking sunset backdrops. With personalised service and indulgent experiences, couples are invited to create lasting memories and celebrate their love in a truly magical setting.

Throughout February, JW Marriott Maldives Resort & Spa encourages guests to immerse themselves in moments of romance amidst the stunning turquoise waters. The resort boasts five dining venues, three full-service bars, a wine room with over 1,200 labels, and bespoke destination dining experiences. Couples can savour a culturally rich Boduberu dinner on the beach, featuring traditional Maldivian drumming performances, or enjoy signature couple’s spa treatments at Spa by JW.

Spa by JW offers an intimate setting for couples to unwind together with pampering treatments such as ‘The Power of Touch,’ designed to strengthen connection through therapeutic touch. Guests can craft personalised body scrubs and enjoy a soothing massage, complemented by luxurious spa suites equipped with steam baths, plunge pools, and ocean vistas.

Culinary offerings at JW Marriott Maldives Resort & Spa provide extraordinary dining experiences that celebrate love and togetherness. Romantic beachside dinners under the stars, wine-pairing meals, and exclusive menus elevate every meal into a cherished memory.

The resort’s Boduberu beach dinner allows couples to indulge in Maldivian culture while dining to the rhythmic beats of traditional drums. For a unique dining concept, RIHA presents a private eight-course menu curated by Chef Rohit Agarwal around a sunken outdoor Tandoor & Tawa, blending regional flavours for an unforgettable culinary journey.

Wine enthusiasts can explore the extensive collection in the Wine Room at Aailaa, the resort’s all-day dining venue, which features over 300 wines, ensuring the perfect pairing for any meal.

The resort features a selection of romantic accommodations, including overwater and beach pool villas. Guests can choose sunrise or sunset views and elevate their stay with options like floating breakfasts. Each villa, blending modern luxury with unobtrusive design, ensures privacy and tranquility.

Beach Pool Villas, surrounded by lush greenery, offer private beach access and ample space for ultimate seclusion, while Overwater Pool Villas provide wooden decks, private pools, and stunning ocean views. Each villa spans 248 square meters and includes a king-sized bed, private pool, and a serene ambiance designed for romance.

Couples can enhance their stay with the ‘Romantic Retreat’ package, featuring personalised Thakuru service, floating breakfasts, destination dining, spa treatments, yoga sessions, and a 30-minute photography session. This offer includes complimentary daily breakfasts and dinners, with a starting rate of USD 1,200++ per night for a minimum of three nights. The package is available for stays until December 20, 2025.

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Le Méridien Maldives sets benchmark in sustainability with Green Globe recognition

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Le Méridien Maldives Resort & Spa has achieved the prestigious Green Globe Certification, highlighting its dedication to sustainability and environmental responsibility. This recognition demonstrates the resort’s ongoing efforts to coexist harmoniously with the natural beauty of the Lhaviyani Atoll while offering guest experiences that foster environmental awareness.

Green Globe, a leading global certification program for the travel and tourism industry, assesses organisations based on 44 certification criteria and over 380 compliance indicators. These stringent standards ensure that certified properties adhere to the highest international benchmarks for economic, social, and environmental sustainability.

The resort has seamlessly integrated eco-conscious practices throughout its operations, providing guests with unique opportunities to engage with the environment. Through the Marine Conservation Hub, visitors can participate in marine conservation initiatives and join the immersive ‘Marine Master’ program, part of Good Travel with Marriott Bonvoy. Guided by the resort’s resident marine biologist, this program offers interactive conservation modules such as Reef Explorer, Turtle Quest, and Build A Coral Reef. These activities allow participants to gain a deeper understanding of the Maldives’ fragile ecosystems while actively contributing to their preservation. For younger guests, the Kids Hub offers environmental education programs designed to nurture a greater appreciation for the natural world.

A key aspect of the resort’s sustainability efforts is its 430-square-meter hydroponic greenhouse, one of the largest in the Maldives. The greenhouse produces 30 kilograms of pesticide-free vegetables daily using recycled rainwater and innovative farming techniques. Guests can enjoy farm-to-table dining at The Harvest Table or participate in the Family Foraging program, which combines interactive culinary activities with lessons in sustainable living.

Energy efficiency and resource conservation are at the core of the resort’s sustainability initiatives. Solar installations generating 548 kWp contribute to a 20% annual reduction in diesel consumption. Additionally, water-saving measures, such as tap aerators and wastewater recycling for landscaping, help minimise the resort’s environmental impact.

The resort actively works to protect native vegetation, mangrove ecosystems, and coral reefs, ensuring the preservation of these critical habitats. Its onsite bottling plant eliminates the need for 225,000 plastic bottles annually, while eco-composting systems transform organic waste into nutrient-rich fertiliser, promoting a circular approach to resource management.

Thomas Schult, General Manager of Le Méridien Maldives Resort & Spa, described the Green Globe Certification as a testament to the resort’s commitment to sustainability. “By embedding eco-friendly practices into our guest experiences, we aim to inspire meaningful connections with the environment while safeguarding it for future generations,” he stated.

Situated on the private island of Thilamaafushi in the Lhaviyani Atoll, Le Méridien Maldives Resort & Spa offers a tranquil retreat where timeless European elegance meets the natural splendour of the Maldives. Featuring overwater and beach villas, diverse dining experiences, cultural immersion opportunities, and family-friendly activities, the resort combines a commitment to sustainability with the art of travel, providing an unmatched escape that celebrates both the environment and meaningful guest connections.

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