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Maldives sponsors La Liga club Celta Vigo to strengthen sports tourism appeal

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Maldives has announced plans to sponsor La Liga club Celta Vigo, as part of the destination’s newfound push into sports tourism.

Under the partnership, the official ‘Visit Maldives’ branding will be featured on Celta jersey, stadium, practice kit and boards.

Celta will also provide assistance in developing football in the Maldives. Two Maldivian kids — Aiham Ibrahim and Hussain Aaish from Ghaazee School — have already been chosen to train at Celta Vigo’s academy.

The selection was made based on their performance during the Kids Football Fiesta on October 2 — a football tournament organised as part of the World Tourism Day 2019 celebrations in the Maldives. Former Real Madrid and Spanish defender Míchel Salgado oversaw the selection.

Celta is a Spanish professional football club based in Vigo, Galicia, currently playing in La Liga. It was founded on August 23, 1923 following the merger of Real Vigo Sporting and Real Fortuna Football Club.

Nicknamed Os Celestes (The Sky Blues), they play in sky blue shirts and socks along with white shorts. The club’s home stadium is the Abanca-Balaídos, which seats 29,000 spectators.

Celta have never won the league title nor Copa del Rey, although they have reached the final three times in the latter. One of the team’s best seasons was 1970–71, when they finished unbeaten at home and were known as the “giant-killers”. Celta came sixth that season and qualified for the UEFA Cup for the first time.

The club finished in their best-ever position of fourth in 2002–03, qualifying for the 2003–04 UEFA Champions League, where they were eliminated by Arsenal in the Round of 16. In the 2016–17 UEFA Europa League, Celta reached the semi-finals of the UEFA Europa League for the first time, losing to Manchester United.

This partnership with an international football club comes amidst a newfound push by the Maldives into sports tourism.

The island nation’s official tourism promotion body had earlier announced plans to look beyond the Maldives’ longstanding selling points of ‘Sun, Sand and Sea’ and venture into MICE, cultural and sports tourism.

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, a 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.

Awards

Amilla Maldives wins ‘Most OutThere Initiative’ award for Inclusive Travel

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Amilla Maldives has been named a joint winner in the Most OutThere Initiative in Inclusive Travel category at the Experientialist Awards 2026, following a Highly Commended recognition in the same category in 2025.

The Experientialist Awards recognise organisations shaping travel through inclusivity, individuality and design, with the inclusive travel category highlighting initiatives that address not only accessibility, but also how journeys are experienced by guests.

At Amilla Maldives, accessibility is integrated into the overall guest experience. The resort adopts an approach that begins at the planning stage and continues throughout the stay, with a focus on understanding individual guest needs and adapting experiences accordingly.

Aligned with its In Harmony with Purpose philosophy, the resort has introduced a range of measures aimed at improving accessibility. These include villa features designed for ease of use, accessible pathways across the island and adaptive experiences such as inclusive snorkelling and wellness sessions.

As an IncluCare Verified resort, Amilla Maldives continues to develop its offering through feedback and collaboration, with the aim of enhancing inclusivity across its operations.

Commenting on the recognition, Morgan Martinello said the resort remains focused on creating travel experiences that feel natural and accessible. He noted that the continued recognition reflects the resort’s ongoing efforts to improve inclusivity.

The award from OutThere, a platform focused on diversity and inclusion in travel, marks a further step in the resort’s efforts to create accessible and inclusive guest experiences.

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One year on: Centara Grand Lagoon Maldives marks milestone

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Centara Grand Lagoon Maldives, part of Centara Hotels and Resorts, has marked its first anniversary, highlighting a year of operations as a luxury island resort within The Atollia development.

During its first year, the resort has received international recognition, including being named among Favourite Overseas Leisure Hotels in the Condé Nast Traveller Middle East Readers’ Choice Awards 2025 and listed among the Top Ten Best Maldives Resorts in the DestinAsian Readers’ Choice Awards 2026.

Since opening, the resort has offered a collection of beachfront and overwater villas, along with two- and three-bedroom residences designed to provide privacy and space. Accommodation options include private pools or Jacuzzis, with design elements incorporating contemporary architecture, natural materials and Thai-inspired influences.

The resort’s concept draws on Thai heritage, reflected across its wellness, dining and guest experiences. At SPA Cenvaree Retreat, treatments are inspired by traditional Thai wellness practices. Dining options across the resort include live cooking experiences at The Gallery, Mediterranean-inspired seafood at Bluefin, and beverage offerings at venues such as Sunset Social, The Club and Coco Drift.

Guests can also take part in a range of leisure and recreational activities, including water sports and marine experiences. The resort caters to a variety of travellers, offering facilities for families, including a kids’ club and an entertainment zone for teenagers, as well as spaces for private events, group stays and corporate gatherings.

Commenting on the milestone, Jorge Fernandez said the resort combines elements of Thai heritage with the Maldivian environment to create a distinct guest experience. He noted that recognition received during the first year reflects the resort’s approach to hospitality, sustainability and service, while also acknowledging the role of guests and staff in its development.

As it marks its first anniversary, Centara Grand Lagoon Maldives continues to focus on delivering curated guest experiences, with an emphasis on hospitality, design and sustainable operations within the destination.

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InterContinental Maldives Maamunagau Resort launches Beach Reads programme

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InterContinental Maldives Maamunagau Resort has introduced a new Beach Reads programme, designed to encourage guests to engage in reading as part of a broader focus on mindful travel and leisure.

The initiative aligns with emerging travel trends highlighting a growing interest in literary-inspired experiences, where travellers seek meaningful activities that combine storytelling with natural surroundings. The programme aims to provide guests with opportunities to disconnect from daily routines and engage in quieter, reflective moments during their stay.

At the centre of the initiative is a rotating Book of the Month, selected to reflect themes such as wellness, nature and exploration. Guests are informed of the selected title prior to arrival and may request a complimentary physical copy, which is delivered by the resort’s Island Curator. The programme is intended to create shared points of engagement among guests, encouraging discussion and interaction through a common reading experience.

From 1 May, selected areas of the resort will be designated as Book Nooks, offering spaces for reading and relaxation. These include shaded cabanas, a netted lounge area within the adults-only The Retreat, and an overwater jetty swing overlooking Maamunagau Lagoon.

The Beach Reads programme also incorporates a personalised approach. Guests are invited to share their reading preferences, including preferred genres and publications, through a pre-arrival form. These preferences are used to curate tailored reading selections, which are made available during their stay.

As part of the initiative, guests are offered plantable bookmarks as a keepsake. The biodegradable bookmarks are designed to be planted after departure, reflecting the resort’s approach to sustainability and providing a reminder of the reading experience during their stay.

Through the Beach Reads programme, InterContinental Maldives Maamunagau Resort positions reading as an integrated part of the guest experience, combining leisure, personal reflection and environmental awareness within the island setting.

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