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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

Maldivian Christmas and New Year at Vakkaru Maldives: Timeless moments await

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For many travellers, certain holidays transcend the ordinary and become memories retold for years to come. Christmas and New Year at Vakkaru Maldives fall firmly into that category. Located within the UNESCO Biosphere Reserve of Baa Atoll, Vakkaru offers an environment where time softens into the rhythm of turquoise waters and soft white sand. During the festive season, the resort adopts an added layer of understated elegance and island-inspired charm.

Guests waking on Christmas morning in an overwater villa are greeted by sunlight dancing across the lagoon. Instead of winter’s chill, there is only the warmth of a gentle tropical breeze and the soft sound of the ocean beneath the suite. Breakfast may be served on a private deck as manta rays pass in the distance and the day begins with quiet possibility.

Festive celebrations at the resort combine refinement with authenticity. Tree-lighting ceremonies unfold against pastel-coloured sunsets, live music moves through the palm groves, and seasonal dining features gourmet menus that incorporate Maldivian influences. The atmosphere is intimate and thoughtfully arranged, creating the sense that the island itself is sharing a moment with each guest. Younger travellers have much to enjoy as well, with holiday craft activities, island treasure hunts, and a dedicated visit from Santa that adds a playful touch to the celebrations.

As the year draws to a close, Vakkaru brings a renewed sense of celebration to its shores. New Year’s Eve features an open-air gala dinner beneath the stars, illuminated by lanterns while chefs prepare dishes showcasing the finest local produce. The resort’s signature barefoot-luxury spirit is fully present—relaxed yet refined, festive without excess. Entertainment continues into the night with live performances and DJ sets. Guests gather on the sand, cocktails in hand, as the countdown to midnight begins. When the clock strikes twelve, fireworks illuminate the lagoon, their reflections shimmering across the still water. The moment feels cinematic and memorable, marking the start of a new year in a spectacular setting.

Between the festivities, guests can enjoy the resort’s signature tranquillity. Merana Spa, positioned over the ocean, offers treatments that encourage rest and restoration. The surrounding reefs provide opportunities for snorkelling and diving, with the chance to encounter marine life that thrives in the atoll’s protected waters. Paddleboarding, dolphin cruises, and excursions in search of hammerhead sharks offer both gentle and adventurous options for exploration. For those seeking a quieter experience, a sunset dhoni cruise with a glass of champagne captures the classic romance of the Maldives.

Vakkaru Maldives presents Christmas and New Year as a blend of natural beauty, thoughtful experiences, and personalised celebration. Guests can savour every detail—from festive lights glowing through the coconut palms to holiday-inspired cocktails and candlelit dinners—while welcoming the new year from the heart of the Indian Ocean.

Vakkaru Dream Getaway – Early Bird Festive Offer includes:

  • Complimentary daily breakfast
  • Savings of over 10% on all villas and residences
  • Up to 15% savings on round-trip seaplane transfers
  • Complimentary access to selected non-motorised watersports

Those seeking a festive season that combines natural tranquillity with considered sophistication may find Vakkaru Maldives to be the ideal destination.

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Villa Park now accessible via new Villa Air seaplane route

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Villa Resorts has launched a new Villa Air seaplane service to Villa Park Maldives, offering an arrival experience that begins in the air with views across the Maldivian archipelago.

Operated by the sister brand Villa Air, the seaplanes serving Villa Park are fitted with some of the widest panoramic windows used in the Maldives. This allows passengers to observe reefs, sandbanks, and islands almost continuously from take-off to landing. Travellers see the colours of the ocean shift from deep blue to lighter turquoise and can trace the shape of atolls and lagoons well before reaching the resort.

The size of the windows ensures that most seats offer wide views, enabling couples, families, and groups to experience the scenery together without needing to change places. Capturing photographs and short videos becomes straightforward, and for many visitors this forms their first impression of the Maldives while still above the islands.

A notable feature of the Villa Air service is the experience of taking off from and landing on water. The gradual ascent from the lagoon near Malé and the final descent beside Villa Park bring a sense of calm and mild adventure, particularly for those new to seaplane travel. The sound of the floats touching the water and the sight of the resort appearing ahead create a natural transition to the island.

With unobstructed views, a relaxed pace, and the experience of stepping off an aircraft that has just landed on the ocean, the new Villa Air seaplane connection ensures that a stay at Villa Park effectively begins from the moment passengers depart Malé and follow the chain of islands south.

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World-first overwater padel tennis court launched at Meyyafushi Maldives

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Meyyafushi Maldives, a new five-star premium all-inclusive boutique resort, has introduced what it describes as a world-first in resort recreation: a fixed overwater padel tennis court. Positioned above clear lagoons and framed by sweeping sunset views, the court offers guests an opportunity to play and unwind in a distinctive setting surrounded by panoramic ocean vistas.

Located in the Lhaviyani Atoll, the overwater court allows players to take part in a match while immersed in the natural calm of the surrounding seascape. Guests staying at the resort are offered one hour of complimentary padel tennis as part of the premium all-inclusive package. The setting provides a secluded and tranquil space for both beginners and experienced players to practise with the sound of the ocean beneath.

“Padel tennis has become one of the fastest-growing sports in the world, and we wanted to bring it to life in the most spectacular way possible,” said Ahmed Siaar, Cluster General Manager of BeKind Hotels & Resorts. “Playing on water, surrounded by endless blues, transforms the game into something transcendent – it’s active luxury at its finest.”

The overwater court forms part of Meyyafushi’s wider range of facilities, which include an underwater dining restaurant, an overwater wine cellar, water pool suites with slides, a mini bowling lane, and an adults-only sky bar featuring a glass-bottom infinity pool. Each facility has been created to offer experiences that encourage connection, exploration and wellbeing.

With uninterrupted sunset views and a distinctive overwater location, Meyyafushi Maldives’ padel tennis court marks a global first for the sport, bringing together physical activity, landscape and design in a single setting.

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