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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
PADI-Certified NASA Astronaut Brings Ocean Exploration to COMO Cocoa Island, Maldives for Exclusive Diving Event.
Luxury private island resort, COMO Cocoa Island, recently hosted an extraordinary “Island Astronaut Camp,” offering guests a unique chance to explore pristine dive sites alongside NASA astronaut and aquanaut Nicole Stott.
The event included guided reef dives at the resort’s PADI Cocoa Island Diving Centre, where Stott, who is also a PADI-certified diver, accompanied guests in discovering the wonders of the underwater world. Participants were also treated to an exclusive starlit dinner with Nicole, adding a personal touch to the experience.
The dives, part of the COMO Journey of Universe Under the Ocean, were led by PADI instructors and took guests to two stunning reefs: Shambhala Reef and Bay Reef. Divers encountered an impressive variety of marine life, including blacktip reef sharks, napoleon wrasse, hawksbill and green sea turtles, moray eels, oriental sweetlips, giant clams, clark anemonefish, cleaner shrimp, bannerfish, lionfish, butterflyfish, and Maldivian anemonefish.
Shambhala Reef, known for its vibrant coral formations on a sloping reef top, is located between the resort’s arrival jetty and a nearby sandbank. Bay Reef, situated in a 12-meter-deep lagoon, boasts a thriving coral garden and coral propagation frames. Both reefs provided breathtaking backdrops for divers of all skill levels, from beginners to experienced adventurers.
As part of a captivating COMO Conversation event, veteran NASA astronaut Nicole Stott shared fascinating stories from her 104 days in space across two NASA missions. She discussed the rigorous training astronauts undergo and highlighted the surprising similarities between space exploration and deep-sea diving. Stott also spoke about her time aboard the International Space Station (ISS) and her underwater living experience in the Aquarius habitat, further emphasising the deep connection between the ocean and space.
Just a 40-minute speedboat ride from the capital, Male, COMO Cocoa Island offers 33 luxurious overwater villas, the PADI Cocoa Island Dive Centre, and holistic wellness treatments at the COMO Shambhala Retreat. Whether diving with PADI experts or enjoying wellness therapies, COMO Cocoa Island provides the perfect blend of adventure and relaxation in the Maldives.
Centara Hotels & Resorts, Thailand’s leading hotel operator, has confirmed the official opening of Centara Mirage Lagoon Maldives on 1st November 2024, as scheduled. This underwater world-themed resort marks a significant step in the company’s growth strategy, becoming Centara’s third property in the Maldives and the fourth in its family-oriented Mirage brand portfolio.
Located within The Atollia by Centara Hotels & Resorts—a multi-island paradise offering exclusive access to two Centara properties—the resort promises endless fun for families. Centara Grand Lagoon Maldives, the brand’s fourth Maldives venture, is set to open in early 2025. At Centara Mirage Lagoon Maldives, guests can immerse themselves in the resort’s expansive water park, featuring a lazy river, swimming pools, kids’ pool, and water playground. The resort also boasts a vibrant kids’ club, the innovative child-focused Candy Spa, and the renowned Spa Cenvaree, all designed to create lasting family memories.
The resort’s opening aligns with Centara’s “Future Growth” strategy announced earlier this year. With construction completed, the final touches are being added to welcome guests in the brand’s signature warm and gracious manner. This new property highlights Centara’s ongoing commitment to expanding its family-centric hospitality offerings while delivering world-class experiences in top travel destinations.
Be among the first to experience Centara Mirage Lagoon Maldives, where special introductory offers await. Guests can enjoy complimentary stays and meals for up to two children aged 15 and under, as well as free roundtrip speedboat transfers between Male airport and the resort. CentaraThe1 members will also receive an extra 15% discount. This exclusive ‘Me & Centara’ promotion runs until 20th December 2024, for stays between 1st November 2024 and 31st October 2025. Guests who complete their stay by 20th December 2024 will also receive a voucher for a complimentary return stay of the same duration between May and September next year.
Celebration
Celebrate Oktoberfest in paradise: Sun Siyam Iru Fushi hosts week-long festivities with exclusive offers
Sun Siyam Iru Fushi invites guests to join its vibrant Oktoberfest celebration, running from September 25th to October 2nd, 2024. Set against the stunning Maldives backdrop, this week-long event promises a memorable experience packed with festive activities, mouthwatering culinary delights, and lively entertainment. Alongside the festivities, an exclusive limited-time offer is available.
The celebration kicks off on September 25th with a Beachside BBQ, where a live band will bring the perfect Oktoberfest atmosphere to the shores. The excitement continues on September 26th with a Sundown DJ Beach Party, followed by the Oktoberfest Beer Festival at Water’s Edge Bar on September 28th, featuring live music and a performance by DJ Watte. On September 29th, guests can cool down at the Oktoberfest Pool Party at Fluid, complete with a special “Buy 1, Get 1 Free” beer offer. The festivities conclude with a delectable Street Lobster BBQ on October 2nd.
Exclusive Website Offer
In celebration of both Oktoberfest and the upcoming Halloween season, Sun Siyam Iru Fushi is offering a special limited-time deal. Guests can enjoy up to 30% off on all villa categories, complimentary Guided Nemo Snorkeling, a 50% discount on seaplane transfers, 20% off on spa treatments, 10% off on watersports activities, and 30% off on private destination dining experiences. Additionally, two children (up to 15 years old) can stay and dine for free on the same meal plan as their parents. Exclusive discounts on Wine Cellar dinner experiences are also available. This offer is valid for bookings made by October 28th, 2024, for stays through October 31st, 2025.
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