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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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Secret Paradise Maldives secures Travelife Partner Award renewal

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Maldivian tour operator Secret Paradise Maldives has successfully renewed its Travelife Partner Award, recognising the company’s continued commitment to responsible tourism, sustainability and corporate social responsibility (CSR).

The renewal acknowledges Secret Paradise’s progress in implementing responsible tourism practices and integrating sustainability across its business operations.

The Travelife Partner standard requires tour operators to meet more than 100 sustainability criteria covering office management, business operations, product development, international business partners and customer information. Based on the ISO 26000 guidelines on corporate social responsibility, the criteria address areas including environmental protection, biodiversity, human rights and labour relations.

Since its establishment in 2012, Secret Paradise has focused on demonstrating how tourism can generate positive outcomes for local communities and the environment. The company’s approach includes supporting local businesses, creating opportunities for communities, promoting responsible marine encounters and encouraging visitors to develop a greater understanding of Maldivian culture and the natural environment.

Commenting on the renewal, Ruth Franklin, Co-Founder of Secret Paradise Maldives, said: “Sustainability is an ongoing journey, one that requires continuous commitment, reflection and a willingness to evolve. There is always more we can do.

“We have always believed that tourism should benefit the people and places that make the Maldives so special. This means looking beyond the experiences we deliver to consider how we operate, the partners we work with and the impact our activities have on local communities and the environment. We are proud of the progress we have made and remain committed to doing more.”

Naut Kusters, Manager of Travelife for Tour Operators, welcomed the renewal, highlighting the growing importance of sustainability within the tourism industry.

“I am delighted to see that sustainability in the tour operator sector is obtaining momentum. The Partner renewal award of Secret Paradise will continue to inspire other companies in Maldives to follow the same path,” he said.

Travelife is an international sustainability certification programme for tour operators and travel agents, supported by more than 35 national travel associations worldwide, including ABTA in the United Kingdom, ANVR in the Netherlands and the Pacific Asia Travel Association (PATA).

The programme comprises three stages: Travelife Engaged, Travelife Partner and Travelife Certified.

Following the successful renewal of its Travelife Partner status, Secret Paradise Maldives intends to further strengthen its sustainability practices as it works towards achieving Travelife Certified status.

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Six Senses Laamu unveils 17 new overwater villas across four categories

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Six Senses Laamu has introduced 17 new overwater villas across four accommodation categories as part of a multi-year transformation programme aimed at upgrading guest accommodation and shared facilities at the resort.

The new villas feature expanded living spaces, redesigned interiors and additional amenities, while maintaining the resort’s focus on marine conservation and its surrounding natural environment.

The interiors incorporate a coastal colour palette featuring white and neutral tones alongside shades of blue inspired by the surrounding lagoon. Natural materials are used throughout the villas, including driftwood coffee tables, handcrafted hanging lamps and decorative features.

A notable design element is a textured surface pattern inspired by the structure of a turtle shell. The design references the hawksbill and green turtles found in the waters surrounding the resort, reflecting Six Senses Laamu’s marine conservation initiatives.

Each villa features panoramic windows overlooking the ocean, alongside indoor seating and dining spaces.

Outdoor amenities include an 18-square-metre private swimming pool, an overwater hammock, dining and lounge areas, and an upper deck offering views across the lagoon. The villas also feature bathtubs positioned to provide ocean views.

The four new accommodation categories are Ocean Water Villa Suite with Pool, Laamu Water Villa Suite with Pool, Horizon Water Villa Suite with Pool and Family Water Villa with Pool.

All four categories offer expanded interiors, dedicated seating and dining areas, additional wardrobe space and outdoor decks.

The Horizon Water Villa Suite with Pool is designed to provide uninterrupted views of the ocean horizon.

The Family Water Villa with Pool is a new accommodation concept for Six Senses Laamu, featuring a separate children’s bedroom with an adjoining bathroom.

The family villas also include private pools and outdoor decks, providing shared recreational spaces alongside separate accommodation areas for children.

Families staying in the new villas can participate in the resort’s Junior Marine Biologist programme, which introduces younger guests to marine life and conservation activities.

The introduction of the new accommodation categories marks the first phase of a wider redevelopment programme at Six Senses Laamu.

The multi-year project will include further improvements to guest accommodation and shared facilities, while retaining the resort’s existing marine conservation programmes, house reef and environmental initiatives.

The 17 new villas will be available for stays from 6 December 2026, with rates starting from USD 2,185 for an Ocean Water Villa Suite with Pool.

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.Here Baa Atoll secures triple win at World Luxury Hotel Awards 2026

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.Here Baa Atoll has received three awards at the World Luxury Hotel Awards 2026, including the title of World’s Best Luxury New Resort.

The private island retreat was also recognised as Best Luxury Private Island Resort in the Indian Ocean and Best Luxury Boutique Resort in the Maldives.

Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll comprises nine residences across two secluded islands, Somewhere and Nowhere. The resort focuses on providing private accommodation, personalised services and experiences tailored to individual guest preferences.

The recognition as World’s Best Luxury New Resort marks a significant achievement for the property, which has positioned itself within the ultra-luxury hospitality segment since its opening.

At Somewhere, the resort offers three- and four-bedroom residences combining beachfront accommodation with overwater architecture. The residences feature indoor and outdoor living spaces, private infinity pools and views of the Indian Ocean.

Guests are supported by dedicated Roohu hosts, who coordinate services and experiences according to individual requirements throughout their stay.

Nowhere Private Island offers an eight-bedroom private island accommodation option designed for families and groups seeking exclusive use of the facilities.

The island features a private cinema, spa, gym, swimming pool and dedicated dining and entertainment spaces. Guests can also arrange personalised culinary experiences and other activities during their stay.

The resort’s dining offerings include SAFAR Restaurant and private dining experiences tailored to guest preferences.

Marine excursions are also available aboard the resort’s private yacht, ASMAS, allowing guests to explore the surrounding waters and marine environment of Baa Atoll.

The resort operates under its Embrace the Now philosophy, which focuses on personalised experiences and allowing guests flexibility in how they spend their time on the islands.

The three awards add to several international recognitions received by .Here Baa Atoll in 2026.

These include its inclusion in the Condé Nast Traveller Hot List, two awards at the AHEAD Asia Awards, recognition in DestinAsian’s Luxe List and a place among the top resorts in the Indian Ocean in the Condé Nast Traveller Readers’ Choice Awards.

The World Luxury Hotel Awards recognise hotels and resorts across various categories based on their luxury hospitality offerings, service standards, design and guest experiences.

The latest awards recognise .Here Baa Atoll’s accommodation, facilities and personalised hospitality services within the luxury tourism sector in the Maldives and the wider Indian Ocean region.

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