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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

Awards

JOALI Maldives wins two honours at Travel + Leisure Luxury Awards Asia

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JOALI Maldives has been recognised in two categories at the Travel + Leisure Luxury Awards Asia 2026, receiving honours among the Best Resorts in the Maldives and for the Most Outrageous Villa.

The recognition reflects the resort’s Creative Living philosophy, which brings together art, nature, wellbeing, sustainability and hospitality within the guest experience.

Located in Raa Atoll, approximately 45 minutes by seaplane from Malé, JOALI Maldives opened as the Maldives’ first art-immersive luxury resort. Art installations, dining experiences, wellbeing programmes and accommodation are integrated across the island as part of its approach to resort living.

The property features 73 beach and overwater villas and residences, positioned across the island and above the Indian Ocean. The accommodation has been designed to provide privacy, space and access to views of the surrounding environment.

Each villa combines contemporary design with materials including timber, marble, bamboo and terrazzo, as well as handcrafted finishes. Floor-to-ceiling glass provides views of the ocean, while private pools connect the indoor and outdoor spaces.

Artworks and design pieces are also incorporated into each villa, reflecting the resort’s Creative Living concept and extending the art experience into the accommodation.

Guests can choose from Beach Villas, Water Villas and multi-bedroom Residences, with options designed for couples, families and groups. The larger residences provide additional living areas, pools and facilities for guests seeking more space and privacy.

Each villa is supported by a dedicated Jadugar, a term used by the resort to describe its butler service. The Jadugar assists guests throughout their stay by arranging dining experiences, island activities, celebrations and other personalised services.

Guests are also provided with bicycles to explore the island’s pathways, gardens and viewpoints.

JOALI Maldives said the awards reflected the work of its team and the support of its guests, partners and wider community. The resort also said it would continue developing experiences focused on creativity, wellbeing and connection.

The recognition adds to JOALI Maldives’ position within the Maldives’ luxury resort sector, where its art-led design and Creative Living philosophy form the basis of its guest experience.

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Cooking

Michelin-Starred Chef Grégoire Berger to host dining experience at Lily Beach Resort & Spa

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Lily Beach Resort & Spa has announced a culinary collaboration with Chef Grégoire Berger, chef and co-owner of the Dubai restaurant Kraken.

Known for progressive French cuisine influenced by the ocean, Berger has received a Michelin star in the Michelin Guide Dubai from 2022 to 2024. His restaurant has also been included among the World’s 50 Best Restaurants, while his work has received recognition through several international culinary awards.

Berger’s approach draws on the sea as a source of ingredients, ideas and presentation. His menus combine French culinary techniques with marine influences, with each dish developed around a narrative connected to the ocean.

As part of his visit to Lily Beach in August 2026, Berger will host a fine-dining dinner for a limited number of guests. He will also introduce a signature dish at AQVA Bar & Restaurant during the collaboration.

The programme forms part of Lily Beach’s efforts to expand its culinary offering and introduce visiting chefs and dining concepts to guests in the Maldives.

Located in South Ari Atoll, the resort will provide guests with an opportunity to experience Berger’s cuisine within its all-inclusive hospitality concept. The collaboration will combine his Michelin-recognised approach with the resort’s existing food and beverage programme.

Lily Beach Resort & Spa has established its hospitality offering around its premium all-inclusive model, supported by a range of dining venues. Its restaurants offer overwater dining, international buffet selections, seafood and Asian-inspired dishes.

The resort’s culinary programme is supported by the Platinum Plan, an all-inclusive package that includes dining experiences, a selection of wines and spirits, excursions and personalised services.

Through the collaboration with Berger, Lily Beach aims to add another dining experience to its guest programme while continuing to develop its position within the Maldives’ luxury hospitality market.

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Awards

Milaidhoo Maldives recognised by guests in Tripadvisor Best of the Best 2026

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Milaidhoo Maldives has announced that it has been recognised in Tripadvisor’s Travellers’ Choice Awards Best of the Best 2026, placing the island among the top 1% of hotels worldwide based on traveller reviews and ratings.

For Milaidhoo, the recognition is especially meaningful as it comes directly from its guests. Their stories, shared experiences, and reviews have earned the island a place among travellers’ favourite destinations around the world.

Located within the UNESCO Biosphere Reserve of Baa Atoll, Milaidhoo was created for guests seeking a more personal and authentic Maldivian experience. With just 50 villas surrounded by turquoise waters and flourishing coral reefs, the island offers a sense of intimacy and freedom, encouraging guests to reconnect with nature, with each other, and with themselves.

“We are deeply grateful to every guest who has chosen Milaidhoo and taken the time to share their experience,” said Paul van Frank. “To be recognised among Tripadvisor’s Best of the Best is an honour, but what means the most to us are the memories behind each review, the anniversaries celebrated, the friendships formed, the marine encounters discovered and the moments of joy shared on our island. This recognition also belongs to our Milaidhoo Family, whose warmth, care and genuine passion create the heartfelt experiences our guests remember long after they leave. We are proud to share this achievement with every member of our team and every guest who has become part of the Milaidhoo story.”

The Tripadvisor Travellers’ Choice Best of the Best Awards recognise the highest-rated hotels around the world, based on authentic reviews collected over a 12-month period. As one of the world’s most trusted travel guidance platforms, Tripadvisor’s recognition reflects the voices of travellers and the experiences that resonate most strongly with them.

As Milaidhoo continues to welcome guests from around the world, the recognition serves as a reminder of what has always mattered most to the island: creating meaningful experiences, sharing the beauty of the Maldives, and making every guest feel at home.

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