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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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Niyama Private Islands enhances surf lifestyle with stylish new surf venue

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Niyama Private Islands Maldives now offers what is considered the most luxurious surf experience in the Maldives, enhanced by the introduction of its new Surf Shack — a stylish beachfront hangout serving gourmet bites, drinks, sunset views and lively parties.

Known as Nature’s Playground, the resort has long attracted surf professionals from around the globe. Located in the southern Maldives, where swells are at their strongest, it is a preferred base during peak surf season. Waves break directly on shore, with additional surf spots accessible within minutes by speedboat.

Niyama’s signature waves roll in at Vodi Point, situated on the westernmost tip of its twin islands. It is here that the resort has unveiled the new Surf Shack, designed to make time off the waves equally appealing. The thatched-roof venue encourages a barefoot, relaxed atmosphere, offering an upper deck for sunset viewing and picnic-style seating below. Reflecting Niyama’s sustainability ethos, Area Chief of Engineering Michael Patrick Slevin notes that 75 per cent of construction materials were repurposed, blending beach casual with environmentally conscious design.

Guests can enjoy gourmet dishes served from service windows, with a menu inspired by iconic surf destinations worldwide: Australian fish and chips, Indonesian satay, Mexican nachos and Japanese takoyaki. The drinks list pays tribute to rum, featuring an extensive collection and signature cocktails inspired by renowned surf breaks.

While the Surf Shack maintains a laidback feel during the day, the beachfront transforms at dusk as the tides shift and the DJ elevates the atmosphere. The resort’s rum and reggae Sundays have already become a celebrated weekly event.

Surfers at Niyama can design their days as they wish — chasing waves or relaxing ashore. The Surf Centre offers equipment and guidance, while Drift by Niyama provides recovery treatments to soothe muscles, repair sun-exposed skin and restore energy. Resident professional surfers remain available to advise on technique and wave conditions.

“The new Surf Shack forms part of the renewed Niyama experience, which includes significant refurbishments across the resort, inventive culinary additions and a greater emphasis on active living and wellness,” said Hafidh Al Busaidy, General Manager of Niyama Private Islands Maldives. “With more developments on the way, we look forward to sharing what comes next.”

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Intimate island experiences shape Valentine’s Day at InterContinental Maldives Maamunagau Resort

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This Valentine’s Day, InterContinental Maldives Maamunagau Resort invites couples to celebrate love through a collection of carefully curated experiences designed to unfold in intimate moments across the island.

Framed by the natural beauty of Maamunagau Island, the resort’s Valentine’s programme centres on a series of limited-edition dining and wellness experiences created exclusively for the occasion. From private beachfront dining and moonlit dinners along Café Umi Beach to an elevated Valentine’s evening at the signature Lighthouse venue, romance is conveyed through setting, atmosphere and thoughtful detail rather than elaborate gestures.

Culinary experiences sit at the heart of the celebration, with bespoke Valentine’s menus intended to be savoured slowly, paired with curated wines and accompanied by uninterrupted ocean views. Each dining experience is crafted to feel personal, whether enjoyed beneath the night sky or in one of the island’s more private spaces.

Beyond dining, couples are encouraged to reconnect through shared wellness experiences at AVI Spa. Signature rituals and indulgent treatments offer a quieter expression of romance, giving guests the opportunity to unwind together in a calm, oceanfront environment. Those seeking complete privacy may opt for bespoke in-villa treatments, allowing the occasion to be marked within the comfort of their own surroundings.

Throughout Valentine’s Day, subtle touches across the resort—from crafted cocktails to curated wine moments—enhance the celebration without overwhelming it, reflecting InterContinental Maldives’ belief that genuine luxury is rooted in balance, intention and authenticity.

At InterContinental Maldives Maamunagau Resort, Valentine’s Day is shaped not by excess, but by considered, enduring moments that create shared memories long after the day has passed.

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Holiday Inn Resort Kandooma secures prestigious Green Globe Certification

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Holiday Inn Resort Kandooma Maldives has announced that it has successfully achieved Green Globe Certification, following an independent audit conducted after a focused six-month programme. Officially awarded on 23 December 2025, the resort attained an 86 per cent compliance score, marking an important step in its ongoing sustainability efforts.

Green Globe Certification is recognised as one of the world’s leading sustainability standards for the tourism sector. To be certified, organisations must demonstrate verified compliance with more than 40 criteria covering environmental stewardship, social responsibility, cultural heritage and sustainable management. The process prioritises transparency, measurable progress and continuous improvement, making the certification a notable accomplishment within the global hospitality industry.

General Manager Mark Eletr noted that the result reflects both strategic intent and collective commitment across the resort.

He stated: “We are very pleased with this achievement and with the steps taken to prioritise sustainability at Kandooma. That focus was evident from the outset through the expansion of two key roles within the team, ensuring sustainability leadership and accountability were firmly in place.”

As part of this approach, the resort introduced a combined Sustainability Officer and General Manager’s Executive Assistant role to lead operational implementation, supported by enhanced strategic guidance from the Director of Marketing, who recently completed tertiary studies with a strong sustainability focus.

Mark Eletr added: “An Executive Assistant role is traditionally heavily administrative. By streamlining my own processes and integrating AI tools to improve efficiency, we were able to redesign the role to place sustainability at its centre. Broadening our Director of Marketing’s remit has further strengthened strategic direction by adding genuine expertise and commitment. With both positions reporting directly to me, sustainability is clearly elevated across the resort, and the structure has proven highly effective.”

He also highlighted that the certification journey itself has been one of the most valuable outcomes.

“This was a whole-resort effort. It required commitment, collaboration and a shared vision for Kandooma’s long-term direction. We have now established strong policies, processes and measurement frameworks that will endure beyond the current leadership team, forming a key part of our annual planning cycle.”

The certification aligns closely with IHG Hotels & Resorts’ Journey to Tomorrow framework, the group’s global sustainability strategy centred on people, communities and the planet. It sets targets related to carbon reduction, water stewardship, waste management, responsible sourcing and community impact across IHG’s worldwide portfolio.

With an 86 per cent score against Green Globe’s criteria, Holiday Inn Resort Kandooma Maldives demonstrated strong performance in areas such as energy and water efficiency, waste reduction and recycling, marine ecosystem protection, responsible procurement, colleague wellbeing and community engagement. Initiatives including coral conservation, marine education, colleague sustainability training and newly introduced guest sustainability pledges highlight the resort’s integrated approach to responsible tourism.

Reflecting on the process, Mark Eletr said: “The past few months have been challenging, but the outcome has been worthwhile. This certification gives us a clear improvement plan and a roadmap for the future. We did not want a symbolic certification—we chose Green Globe because it is rigorous and evidence-based. Some said it would be too difficult, which is exactly why we pursued it. We wanted a standard that pushes us to improve, now and in the years ahead.”

Green Globe Certification provides an ongoing framework to support continuous improvement, ensuring the resort evolves its sustainability practices year after year. Holiday Inn Resort Kandooma Maldives remains committed to advancing responsible tourism, encouraging guests to make sustainable choices, and contributing positively to the protection of the Maldives’ natural and cultural heritage.

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