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‘Rediscover Sunny Side of Life’: Maldives launches new marketing campaign

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Maldives has launched a new destination marketing campaign, in a bid to attract global travellers after reopening the island nation’s borders on Wednesday.

The “Rediscover Maldives…the sunny side of life” campaign was launched at a virtual press conference hosted by Maldives Marketing and Public Relations Corporation (MMPRC), the country’s official tourism promotion body.

The live press conference saw the attendance of almost 300 participants. It included representatives from top international media from 21 countries including China, Italy, India, Germany, Russia, UK, France, Saudi Arabia and Japan.

The campaign aims to strengthen the market presence to welcome tourists once again. All marketing activities for the rest of 2020 will be carried out under one campaign tagline: “Rediscover Maldives…the sunny side of life”.

In his opening remarks, Managing Director Thoyyib Mohamed highlighted the joint efforts by the government and private sector to ensure safety and hygiene standards for travellers in the ‘new normal’. He stressed that the Maldives is fully prepared to welcome back tourists.

The remarks were followed by a statement from foreign minister Abdulla Shahid.

“Covid-19 has been tough but we have come back stronger as Maldives is a safe destination for all tourists and staff,” he said.

Health minister Abdulla Ameen noted that reopening borders had given a sense of relief and excitement. He also gave his reassurance that proper health and safety measures have been put in place around the country to ensure an enjoyable vacation for visitors.

The virtual press conference was also translated into three languages — Chinese, Russian and Korean — in real time.

The conference ended with a Q&A session where the speakers clarified enquiries of journalists from around the globe.

The event and the campaign are among the first initiatives to promote the destination.

With the onset of tourism adapting to the ‘new normal’ and under proper safety precautions, MMPRC has a variety of activities planned for the year.

The Maldives reopened its borders Wednesday morning after more than three months.

Resorts and hotels on uninhabited islands as well as liveaboard vessels can begin hosting tourists right away (please see a rolling list of resort reopenings here).

Guesthouses and hotels located on inhabited islands will be allowed to reopen on August 1. Passengers on cruise ships and yachts will be barred from disembarking at inhabited islands until then.

Thirty-day free on-arrival visa will be issued to all tourists with a confirmed booking for a stay at any registered tourist facility in the country. The entire holiday has to be booked at a single facility except for transit arrangements.

There will be no mandatory quarantine or testing on arrival. Tourists will only have to complete a health declaration form.

But visitors with symptoms of the Covid-19 respiratory disease caused by the novel coronavirus or those travelling with someone who has similar symptoms will be tested at their expense.

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Amilla Maldives rolls out island-wide Easter programme

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Easter celebrations have been taking place at Amilla Maldives, centred around the presence of Paddy the Travelling Bear, who has featured in a series of activities designed for families and younger guests.

The programme began on 1 April and continues until 12 April. Throughout this period, Paddy has appeared daily across the island, leading activities such as Easter egg hunts, treasure trails and creative sessions held in various outdoor settings. The character has provided continuity across the programme, with families engaging in scheduled activities over the course of the celebration.

Additional elements, including themed poolside activities and mermaid experiences, have been incorporated into the programme, offering interactive experiences for younger guests.

A key event was held on 5 April, when a character known as Bunny arrived on the island by jet ski and joined Paddy for a series of activities. The event brought together guests for a shared Easter celebration.

The programme has been structured to include a mix of workshops, cultural activities and evening gatherings. Activities will continue until 12 April as part of the resort’s Easter programme.

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Four Seasons Resort Maldives at Kuda Huraa to stage 14th edition of Surfing Champions Trophy

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The Indian Ocean provides consistent surf conditions throughout the year, but each September, Four Seasons Resort Maldives at Kuda Huraa hosts the Surfing Champions Trophy at the Sultans break. The event is scheduled to return from 4 to 11 September 2026, bringing together professional surfers, guests and spectators.

Now in its 14th edition, the Surfing Champions Trophy is an invitation-only event featuring professional surfers competing across three board disciplines: single fin, twin fin and thruster. The competition takes place at Sultans, a reef break in North Malé Atoll, with Four Seasons Resort Maldives at Kuda Huraa serving as the base for participants, officials and attending guests.

The line-up for the 2026 edition will be announced in stages in the coming months.

The event was first held in 2011, with Mark Occhilupo winning all three divisions and the Grand Champions Final. Since then, previous winners have included Damien Hardman (2012), Taylor Knox (2013), Dave Rastovich (2014), Shane Dorian (2015), Taj Burrow (2016, 2017 and 2024), Josh Kerr (2018 and 2019), Kelly Slater (2022), and Joel Parkinson (2023).

Over the years, the competition has also featured a range of international surfers, including Carissa Moore, Maya Gabeira, Tom Curren, Rob Machado, Layne Beachley, Bethany Hamilton, Mikey February, Jeremy Flores and Jadson Andre.

The 2025 edition saw Tahitian surfer Michel Bourez secure victory despite sustaining a hamstring injury during the event. He won both the thruster division and the Grand Champions Final, achieving the only perfect score of the competition in the closing moments of the final. Other participants included Owen Wright, Jesse Mendes, Craig Anderson and Maldivian wildcard Ismail Rasheed.

In parallel with the event, the resort offers the “Surf’s Up” package, which includes coaching sessions with Tropicsurf professionals, guided surf trips, daily yoga sessions, spa treatments, and accommodation with transfers. The package is available to guests seeking to participate in surf-related activities during the event period.

Updates on the 2026 competition, including participant announcements, will be released through official channels of the Surfing Champions Trophy and Four Seasons Resort Maldives at Kuda Huraa.

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JOALI brings England football legend Fara Williams to Maldives

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JOALI has announced a partnership with retired footballer Fara Williams, who will visit JOALI Maldives and JOALI BEING this April to lead a series of football-related activities for guests and the local community.

Fara Williams is among the most capped players in English football history, with 172 international appearances for the England women’s national team. Over the course of her career, she represented clubs including Chelsea and Charlton Athletic, and captained Everton to victory in the Premier League Cup in 2008 and the FA Women’s Cup in 2010.

As part of the initiative, Williams will host a football workshop for girls from Dhuvaafaru Island on 11 April 2026. The session is intended to support the development of women’s football in the Maldives and reflects JOALI’s engagement with communities in Raa Atoll.

In addition, family-focused football sessions will be held for resort guests on 13 April at JOALI Maldives and on 17 April at JOALI BEING. These sessions will provide children and families with the opportunity to participate in football activities guided by Williams.

JOALI Maldives offers villas starting from USD 3,256 per night for two guests sharing a Water Villa with Pool on a bed and breakfast basis. At JOALI BEING, villas start from USD 3,162 per night for two guests sharing an Ocean Pool Villa on a bed and breakfast basis.

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