Featured
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.
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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
Action
Award-winning Kandooma Maldives launches ultimate scuba diving experience
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Certified divers have the opportunity to take advantage of the ‘Dive into Paradise’ offer at Kandooma Maldives, which was awarded Best Diving Resort in the Maldives at the 2023 TTM Awards. Renowned for its world-class dive sites, including the famous ‘Kandooma Thila’, located just five minutes from the island, the resort provides easy access to some of the best underwater experiences in the region.
The Maldives is globally recognised for its vibrant coral reefs, exhilarating drift dives, and diverse marine life, making it a bucket-list destination for scuba enthusiasts. This exclusive package includes daily dives at 15 premier sites, along with a variety of resort benefits designed to enhance the overall experience.
Package Inclusions:
- Accommodation on a half-board basis (daily breakfast and dinner at Kandooma Café) based on double occupancy.
- Up to two group dives per person per day for certified scuba divers.
- 20% discount on additional dives or excursions to further dive sites.
- 50% discount on shared return speed boat transfers.
- Complimentary Wi-Fi in villas and public areas.
Terms & Conditions:
- A minimum stay of four nights is required.
- Bookings must be made by 31 May 2025, for stays valid until 20 December 2025.
- A non-refundable deposit for the first night is required at the time of booking.
- Cancellation penalties apply after booking confirmation.
- No diving is permitted on the day of departure (24-hour no-fly time strictly enforced).
- Unused dives cannot be redeemed for cash or exchanged for other services.
- Additional charges apply for night dives and selected distant dive sites.
The resort’s PADI 5-Star Dive Centre, Kandooma Dive, is fully equipped to cater to divers of all experience levels. With a fleet of dive boats, experienced instructors, and high-quality diving equipment, guests can explore a range of underwater environments. For those who have not dived in a while, a refresher dive can be booked to help regain confidence before venturing into deeper waters.
“At Kandooma, we are passionate about sharing the wonders of the ocean, and with this new ‘Dive into Paradise’ offer, we invite certified divers to explore some of the most spectacular dive sites in the Maldives,” said Mark Eletr, General Manager of Holiday Inn Resort Kandooma Maldives.
The Kandooma Dive Centre also offers PADI certification courses for those looking to enhance their skills, as well as the PADI Bubblemaker programme, which introduces young adventurers to their first breaths underwater in a safe and fun environment.
Family Fun
Week of Easter fun: Kuramathi Maldives’ ultimate kids’ celebration
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This Easter, children can embark on an unforgettable adventure at Kuramathi Maldives. The Bageecha Kids Club has planned a week full of exciting activities from April 14th to 20th. Young guests will have the opportunity to showcase their creativity through cookie decorating, bunny ear craft workshops, coconut egg making, and chocolate egg decorating.
On Easter Sunday, festivities will include a special visit from the Easter Bunny, a Grand Egg Hunt, and a delightful Easter Feast. The excitement continues throughout the week with group lunches and dinners, along with BBQ and Disco parties. Children can participate in engaging activities such as egg and spoon relay races, Bunny Olympics, and coconut bowling, as well as dance competitions featuring Zumba, Breakdance, and Hip-Hop.
Water-based activities will also be a highlight, with water balloon egg tosses, bunny hops, and a golden egg treasure hunt. A safe snorkeling lesson in shallow waters will introduce young explorers to the underwater world, while a visit to the Kuramathi Eco Centre will provide insight into marine life and ocean conservation. Additionally, children will have the chance to plant their own carrots and take part in Easter-themed beach games.
The Kids Easter program at Kuramathi Maldives offers a perfect combination of fun and education, ensuring an enriching and memorable experience for all participants.
Featured
Cinnamon Hotels & Resorts earns top honours at 2025 Traveller Review Awards
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Delivering unforgettable travel experiences remains at the heart of hospitality, and Cinnamon Hotels & Resorts in the Maldives has once again been recognised for its commitment to excellence at the Booking.com Traveller Review Awards 2025. Now in its 13th year, the awards are based on over 360 million verified guest reviews, reflecting traveler experiences. As a homegrown brand from Sri Lanka, Cinnamon Hotels & Resorts continues to redefine hospitality in the Maldives with its collection of tropical sanctuaries.
With a rating of 9.3, Cinnamon Hakuraa Huraa Maldives continues to captivate travellers seeking an idyllic island retreat in the Meemu Atoll. This island serves as the perfect getaway for couples seeking ultimate relaxation and escape, while the exclusive 18+ Platinum Island provides an adults-only haven. The Platinum Beach Bungalows offer undisturbed tranquility for those desiring a true escape from the world. The resort’s chic overwater bungalows, complete with glass floors revealing the wonders beneath and private terraces with hammocks, provide an intimate and serene retreat, ideal for honeymooners.
Also earning a rating of 9.3, Cinnamon Velifushi Maldives stands out for its contemporary design, resembling the shape of a manta ray. Vaavu Atoll, the least commercialised atoll in the Maldives, offers quiet beaches and empty dive sites, giving guests the opportunity to experience untouched beauty. The shipwreck at Vaavu Atoll is a popular diving destination, home to a variety of marine life, including fish, corals, and other invertebrates. With a combination of thrilling water sports and laid-back island vibes, Cinnamon Velifushi Maldives serves as a perfect choice for travellers seeking both excitement and relaxation.
Receiving a rating of 9.0, Cinnamon Dhonveli Maldives remains one of the most sought-after destinations in the Maldives, particularly among surfers and ocean lovers. Located just a 20-minute speedboat ride from Malé, the resort is home to the world-renowned Pasta Point, one of the most consistent surf breaks in the region. The island’s lively atmosphere, diverse recreational offerings, and welcoming hospitality make it ideal for families, featuring a dedicated children’s play area that provides a safe and engaging space for fun-filled activities. Whether traveling as a couple, a family, or a group of friends, the resort offers a perfect balance of adventure, relaxation, and unforgettable memories.
With a rating of 8.9, Ellaidhoo Maldives by Cinnamon is recognised as a diver’s paradise, celebrated for its legendary house reef and year-round diving opportunities. Located in the North Ari Atoll, the resort offers one of the best house reefs in the Maldives, attracting diving enthusiasts eager to explore its rich marine biodiversity. The rustic charm of Ellaidhoo, combined with its commitment to marine conservation, provides an authentic island experience where guests can disconnect from the world and reconnect with nature. Whether diving with reef sharks, enjoying beachside dining, or simply soaking in the island’s natural beauty, Ellaidhoo offers a distinctive retreat for underwater adventurers.
Marking the launch of an exciting summer offer, guests planning a Maldivian getaway for a minimum of four nights between May 1, 2025, and October 31, 2026, will receive complimentary speedboat transfers. Additionally, for an elevated travel experience, GHA Discovery membership offers even greater rewards and exclusive benefits. From the moment guests sign up, they can earn and redeem Discovery Dollars (D$), access member-only rates, and enjoy carefully curated local experiences. With privileges available at every membership level, GHA Discovery enhances each stay by offering recognition and unique opportunities to explore the destination in an immersive way.
Combining the warmth of Sri Lankan hospitality with the natural beauty of the Maldives, Cinnamon Hotels & Resorts in the Maldives continues to offer the perfect blend of relaxation and discovery.
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