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

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.
Featured
Research places Maldives among best winter sun destinations

New research by long-haul travel specialist Travelbag has placed Malé, Maldives, among the top destinations for winter sun seekers this year. With average temperatures of 28°C and around eight hours of sunshine a day during the UK’s winter months of October to January, the capital city offers one of the warmest and most reliable escapes for those looking to leave behind grey skies.
The findings highlight Malé’s appeal not only for its climate but also for its consistently low rainfall during the winter season, averaging just 10 millimetres. While the cost of a beer in Malé is higher than in many of the other destinations listed, at an average of £3.54, the Maldives remains a leading choice for travellers seeking a balance of tropical warmth, clear seas, and relaxation.
The research reflects a broader trend in which holidays are increasingly being recognised as important for mental wellbeing, particularly during winter months. A recent survey found that half of British travellers view holidays as vital for their mental health, with winter escapes offering a chance to recharge and find respite from the seasonal gloom.
Helen Wheat, Destination Manager for Asia at Travelbag, noted that the Maldives continues to stand out for those seeking total relaxation. She explained that the country’s tropical temperatures and soft sandy beaches make it an ideal choice for unwinding, contrasting with city-based winter sun destinations where nightlife and cultural activities often take precedence.
The Maldives’ inclusion among the top ten destinations underscores its enduring reputation as a haven for travellers in search of sun and tranquillity during the colder months in the UK. For those wishing to trade winter blues for blue skies, Malé offers a dependable and inviting option.
Cooking
Sirru Fen Fushi unveils exclusive dining series with Michelin-starred talent

Sirru Fen Fushi – Private Lagoon Resort, a secluded sanctuary in the north of the Maldives, will launch The Michelin Series this October, an exclusive celebration of gastronomy that brings some of the world’s most renowned chefs to the turquoise waters of Shaviyani Atoll. The event will give guests a rare opportunity to enjoy a unique dining experience led by internationally distinguished culinary talents.
The Michelin Series will debut with a line-up featuring Chef Tristan Brandt, Chef Valentino Cassanelli, and Chef Jean-Philippe Blondet. Together with the resort’s Executive Chef Girish Sharma, they will create exclusive four-hand dinners and multi-course signature menus at Azure. Guests will be able to watch the chefs bring their creations to life in the open kitchen, set against the turquoise sea in a relaxed, bohemian atmosphere.
This series forms part of the resort’s Sirru Icon Series, a curated programme of high-profile collaborations across gastronomy, fitness, wellness, astronomy and more. Each collaboration is designed to immerse guests in experiences that inspire and engage.
Chef Tristan Brandt will appear on 28 and 30 October 2025. Known for his contemporary French cuisine infused with international influences, Brandt is the culinary mind behind the one Michelin-starred Tambourine Room in Miami Beach. His residency will include both a collaborative four-hands dinner with Chef Girish and a standalone four-course menu showcasing his signature style.
Chef Valentino Cassanelli will follow on 8 and 10 December 2025. Head Chef of the Michelin-starred Lux Lucis at Principe Forte dei Marmi in Italy, Cassanelli is recognised for his modern interpretation of Tuscan cuisine. His residency will feature a four-hands dinner with Chef Girish, offering a journey through Tuscan flavours elevated with creativity.
On 3 January 2026, Chef Jean-Philippe Blondet, Chef Patron at Alain Ducasse at The Dorchester in London, will present his philosophy of seasonal, ingredient-driven haute cuisine. In collaboration with Chef Girish, he will lead a one-night dining experience at Sirru Fen Fushi.
Executive Chef Girish Sharma described the vision behind the series as an effort to create more than just dinners, but experiences that celebrate craftsmanship, culture and connection. He emphasised that working alongside such esteemed chefs would allow the team to design menus that surprise and inspire, leaving lasting memories in one of the world’s most remarkable settings.
Featured
Medhufushi Island Resort marks National Day with Maldivian heritage showcase

Medhufushi Island Resort recently marked Maldives National Day with an immersive celebration of Maldivian heritage, transforming the resort grounds into a living museum that reflected the country’s cultural roots. The event recreated the atmosphere of a traditional island village and offered guests the chance to experience authentic island life through interactive activities, performances, and storytelling.
The resort team constructed a replica village featuring ancestral-style houses and traditional architecture that demonstrated the resourcefulness of early island communities. Guests explored the structures and learned how Maldivians adapted to their environment over generations. The experience was enhanced by a variety of activities, including food stalls that served traditional dishes, demonstrations of local craftsmanship, and opportunities to take part in games once enjoyed by island families. Musical traditions were brought to life with the sounds of Bodu Beru drums, where visitors not only observed but also participated alongside local performers.

Cultural performances formed the highlight of the evening, with local women presenting traditional dances that narrated stories of island life and men delivering energetic Bodu Beru drum sessions. Guest participation was strong, with many joining in the dances and trying their hand at drumming. One visitor remarked that it felt like stepping into another time and described learning Bodu Beru from locals as an unforgettable experience.
Resort Manager Iyaz explained that the event is organised annually to preserve and share Maldivian heritage with visitors, noting his pride in the team for creating such an engaging showcase and expressing gratitude to the guests for their enthusiasm.
The celebration reflects the resort’s ongoing commitment to promoting cultural preservation through tourism, ensuring that traditional practices remain visible and valued. By offering authentic experiences, Medhufushi Island Resort connects guests with the history and identity of the Maldives while supporting sustainable tourism.
This annual showcase serves not only as entertainment but also as a bridge between past and present, reinforcing the importance of cultural continuity. Through initiatives such as these, the resort demonstrates how tourism can help protect traditions and foster community pride, enabling visitors to leave with more than memories of beaches and scenery, but with a deeper understanding of the people and heritage of the Maldives.
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