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Maldives looks beyond ‘sun-sand-sea’, ventures into MICE , cultural, sports tourism
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
Dhigali Maldives has officially commenced its festive season in grand style, highlighted by the lighting of its sustainable driftwood Christmas trees—a cherished tradition that combines creativity with environmental awareness. Enhancing the evening’s charm, the resort’s Christmas carollers surprised guests with a lively dance performance, spreading festive cheer and excitement.
This year, the resort unveiled a captivating Christmas train, designed to transport guests around the island with a delightful touch of holiday magic. To celebrate the season’s arrival, a vibrant street market was organised, offering an array of cuisines prepared by the resort’s skilled chefs. The market created an authentic and lively atmosphere, bringing guests together in celebration.
The festivities continue with a dynamic lineup of events, including a Classic Christmas celebration and a Tropical Carnival-themed New Year’s party. Guests can anticipate live entertainment, mesmerising fire and samba dancers, and a cultural highlight with the Dhigali Island Fire Ritual, which blends tradition with dazzling performances to create unforgettable experiences.
This holiday season at Dhigali Maldives promises to deliver a truly magical experience, where the tropical allure of the island meets the joy of the holidays.
The Maldives has long been synonymous with romance, and now it takes centre stage in Condé Nast Traveller’s curated list of the ‘Most Romantic Places in the World’. The magazine highlights the archipelago’s unparalleled ability to create dreamlike escapes for couples, setting a gold standard for intimate getaways.
From the moment you set foot in the Maldives, the enchantment begins. Confetti-like tropical fish flit through crystal-clear lagoons, while overwater villas offer vistas of mantas gliding gracefully beneath. Add in the luxury of floating breakfasts served in your private pool and intimate dinners on pristine beaches, and you have the perfect recipe for romance.
Condé Nast Traveller notes that while the Maldives caters to families too, its essence of romance is unrivalled. The country’s private island resorts, nestled amid lush jungles and encircled by house reefs, redefine luxury. With world-class spas, fine dining, and starlit experiences, the Maldives effortlessly marries natural beauty with bespoke hospitality.
The Maldives is home to some of the world’s most celebrated resorts, and Condé Nast highlights a few that stand out:
- Vakkaru Maldives: A lush retreat where couples can enjoy a private dinner and movie at the island’s jungle cinema under the stars.
- Six Senses Laamu: The brand’s latest addition to the Maldives offers an exceptional spa experience, complete with a couples’ suite for ultimate relaxation.
- Gili Lankanfushi Maldives: This eco-luxury resort epitomises romantic aesthetics with its overwater villas set against one of the country’s most mesmerszing lagoons.
For hoteliers and hospitality professionals in the Maldives, this recognition underscores the archipelago’s enduring allure as a romantic haven. It’s a reminder of the importance of maintaining world-class service, crafting unique guest experiences, and preserving the pristine beauty that defines the Maldives.
The Condé Nast Traveller mention is more than just an accolade; it’s an opportunity for local hoteliers to further cement the Maldives’ position as the ultimate destination for couples seeking an off-grid escape steeped in romance.
As the Maldives continues to set benchmarks in hospitality, there’s no doubt that its reputation as a lovers’ paradise will only grow stronger. For the industry, this is a call to celebrate the archipelago’s unique offerings and ensure that each guest leaves with memories as enduring as the turquoise waters that surround them.
Celebration
Ring in 2025 with spectacular New Year’s Eve celebration at JEN Maldives Malé by Shangri-La
As the countdown to 2025 approaches, JEN Maldives Malé by Shangri-La invites guests to celebrate the New Year with a festive feast and a toast to new beginnings. This unforgettable evening promises an array of culinary delights, live music, and exciting giveaways.
On 31st December 2024, guests can indulge in an exquisite buffet at Azur Restaurant, featuring a wide variety of flavours, including a selection of tapas, live grills, and decadent desserts. The festive ambiance will be enhanced by live music, setting the perfect tone to welcome the New Year. In addition to the celebration, JEN Maldives will offer exclusive giveaways, providing guests with the opportunity to win amazing prizes.
“We are delighted to end the year on a high note by expressing our gratitude to our valued guests,” said Manisha Chhetri, F&B Manager at JEN Maldives Malé. “This New Year’s Eve, we aim to create an evening filled with joy, delicious food, and exciting surprises as we welcome 2025 together.”
Guests attending the New Year’s Eve gala dinner will have the chance to win one of the following prizes:
- A 3-day, 2-night stay in a deluxe room at Shangri-La Singapore, including daily breakfast for 2 adults
- An exclusive Pool Brunch experience for 2 people at JEN Maldives Malé by Shangri-La
- A 1-hour Balinese massage for 1 person at Aristo Spa
The winners will be selected and announced on the same night, following the countdown celebration at Azur Restaurant. JEN Maldives Malé by Shangri-La invites guests to join this unforgettable evening, with gala dinner tickets available for purchase directly at the hotel.
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