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Maldives launches ‘world-first’ loyalty programme to reward tourists with ‘border miles’

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Maldives on Sunday launched a loyalty programme — dubbed the first of its kind in the world — to reward tourists visiting the country, in a bid to boost tourism after reopening the Indian Ocean tourist destination’s borders to visitors.

Tourism minister Abdulla Mausoom inaugurated the Maldives Border Miles programme, at a ceremony held Sunday evening to celebrate the World Tourism Day 2020.

“The Maldives Border Miles programme, which was launched today, is a programme which will increase the popularity of Maldives as a tourist destination and provide a path for more marketing and advertising opportunities. In addition, I think that this will further enhance the popularity gained in the key markets of Maldives tourism,” the minister said.

The Maldives Border Miles programme, initiated by Maldives Immigration and developed jointly with the tourism ministry, Maldives Marketing and Public Relations Corporation (MMPRC) and Maldives Airports Company Limited (MACL), will come into effect on December 1.

“Our sincere hope is that this programme aids in increasing the destination presence and produces a beneficial impact on the tourism industry, as well as increase the tourist arrival rate in the future,” MMPRC Managing Director Thoyyib Mohamed said.

“We look forward to its successful implementation in the approaching days.”

The programme has three tiers: Aida (bronze), Antara (silver) and Abaarana (gold). Each tier is defined by a set variety of rewards, services and benefits, which increase in value as members progress.

Participating tourists will be rewarded with points based on the number of visits and duration of stay. Bonus points will be awarded for visits to celebrate special occasions.

“The hotel reception is not where the tourists begin their holiday. Their awaited journey begins from the welcoming smile of the immigration officer at the border, which indeed narrates the initial chapter of a memorable vacation,” Immigration controller Mohamed Ahmed Hussain said.

“With the introduction of Maldives Border Miles, we are prepared to welcome them with privileges and facilitate an experience like never before.”

Tourism authorities and stakeholders expect the loyalty programme to boost tourism considerably as they see it as an added advantage in promoting the Maldives. It is also a golden opportunity for returning visitors to rediscover the best of Maldives and get the most out of their visit to the “Sunny side of life”.

“Maldives Border Miles programme is an innovative way to attract global travellers to the Maldives,” Gordon Andrew Stewart, the Chief Executive Officer and Managing Director of MACL, said.

“To support this, we are focused on our passengers and staff health. We have taken a number of steps to assure that Velana International Airport is a safe airport, for all our travellers. We recently attained the Airport Industry Association (ACI) International Health Accreditation certification. This certificate recognises the steps we have implemented to ensure we have all the required health and safety measures in our airport to assure passengers of their safety, while travelling through the airport.”

The Maldives reopened its borders to visitors on July 15.

With the border reopening, 30-day free on-arrival visa is issued to all tourists with a confirmed booking for a stay at any registered tourist facility in the country.

There is no mandatory quarantine or testing on arrival, but tourists have to complete an online health declaration form and provide a negative PCR test result taken at least 72 hours prior to their departure.

Visitors with symptoms of the Covid-19 respiratory disease caused by the novel coronavirus or those travelling with someone who has similar symptoms are also tested at their own expense.

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The coronavirus outbreak has hit the Maldivian economy hard, as travel restrictions and other preventive measures affect the country’s lucrative tourism industry, which contributes the bulk of the island nation’s state revenue and foreign reserves.

Before the pandemic, the government had been bullish about tourism prospects, targeting two million, high-spending holidaymakers this year after last year’s record 1.7 million.

However, only 382,760 tourists visited the Maldives before the country closed its borders on March 27. It was a 40.8 per cent decline over the 646,092 that visited the Maldives from January to March last year.

Meanwhile, the government’s best case scenario now puts total tourist arrivals for 2020 just above 800,000. 

Tourism has been the bedrock of the Maldives’ economic success. The $5 billion-dollar economy grew by 6.7 per cent in 2018 with tourism generating 60 per cent of foreign income.

However, the government is at present projecting a possible 13 per cent economic contraction this year — an estimated $778 million hit.

On March 8, Maldives reported its first cases of the novel coronavirus, as two hotel employees tested positive for Covid-19 at a luxury resort in the archipelago.

Eighteen more cases — all foreigners working or staying resorts and liveaboard vessels except five Maldivians who had returned from abroad — were later identified.

A six-case cluster of locals, detected in capital Male on April 15, confirmed community transmission of the coronavirus. Several more clusters have since been identified, bringing the total number of confirmed case in the Maldives to 10,098.

Thirty-four deaths have been reported, while 8,847 have made full recoveries.

The Maldives announced a state of public health emergency on March 12, the first such declaration under a recent public health protection law.

The public health emergency declaration allowed the government to introduce a series of unprecedented restrictive and social distancing measures, including stay-at-home orders in capital Male and its suburbs, a ban on inter-island transport and public gatherings across the country, and a nationwide closing of government offices, schools, colleges and universities.

Non-essential services and public places in the capital such as gyms, cinemas and parks were also shut.

Restaurants and cafes in the capital were asked to stop dine-in service and switch to takeaway and delivery.

A nationwide shutdown of all guesthouses, city hotels and spa facilities located on inhabited islands was also ordered.

The restrictions are now being eased in phases, with the third phase measures now active.

Celebration

W Maldives introduces its ‘Make Waves, New Traditions’ festive series

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W Maldives is inviting guests to Make Waves, New Traditions this festive season, presenting a celebration that redefines the holidays with creativity, connection, and indulgence. From 23 December to 1 January, the resort will transform into a tropical haven where every moment is designed for joy and every guest has officially “Made the List.”

The festivities commence with Twinkle & Toast, a lighting ceremony that marks the start of a vibrant, week-long calendar of events. Highlights include flame-grilled feasts on FIRE Beach for Christmas Eve, holiday movie nights under the stars, festive afternoon teas overlooking the reef, seafood markets brimming with fresh coastal flavours, and a Maldivian beach barbecue infused with rhythm and local flair. On New Year’s Eve, the island will evolve into a lively playground featuring creative cocktails, immersive culinary journeys, electrifying performances, and fireworks over the Indian Ocean to welcome 2025 in true W style.

This year’s celebration also introduces The Restore Series with internationally acclaimed wellness coach Arron Collins-Thomas, founder of TONIQ. Integrating Qigong, breathwork, and cold-water therapy with energising workouts and restorative rituals, the seven-day wellness experience aims to refresh both body and mind while harmonising with the festive atmosphere. Guests can take part in sunrise sessions, sunset meditations, and ice-bath resets, embracing wellness as an essential part of the celebration and preparing themselves for the year ahead.

Culinary experiences take centre stage in this season of togetherness and authenticity. From ocean-to-table creations at FISH to Chef Bakaa’s festive degustation menu and the dynamic seafood markets at KITCHEN, each dining encounter blends local ingredients with bold imagination. Guests are encouraged to come together, share stories, and experience the Maldivian spirit through flavours that are both comforting and refreshingly innovative.

“This is the season to connect, recharge, and celebrate without boundaries,” said Amila Handunwala, General Manager of W Maldives. “At W Maldives, we embrace the unexpected. Make Waves, New Traditions is our invitation for guests to come together, savour the island’s soul, and create memories that sparkle long after the fireworks fade.”

With its star-lit skies, daring gastronomy, revitalising wellness rituals, and music that carries into the night, W Maldives offers a festive escape where traditions are reimagined and every guest truly Makes the List.

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From proposals to vow renewals: Alila Kothaifaru Maldives crafts every moment with love

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Set amidst the tranquillity and natural splendour of the Maldives, Alila Kothaifaru Maldives presents couples with an idyllic destination for celebrating love. Whether marking the start of a shared journey, renewing vows, or enjoying an intimate retreat, the island provides a haven where cherished moments unfold against a backdrop of blue skies, soft sands, and crystalline waters.

Combining understated elegance with the lush tropical beauty of the island, Alila Kothaifaru Maldives creates a romantic sanctuary defined by thoughtful details, curated experiences, and the effortless allure of nature. With bespoke wedding, proposal, and romantic escape offerings, the resort caters to couples seeking intimacy, connection, and enduring memories.

Every wedding or vow renewal is meticulously crafted to reflect each couple’s story and style. Through the resort’s “A Tale of True Love” package, couples may exchange or renew vows in an island-inspired ceremony, held either along the pristine shoreline or on a secluded private sandbank. Whether a quiet ceremony for two or an intimate gathering with family and friends, every detail is personalised to match the couple’s vision. Guests can walk down a flower-lined aisle to the rhythm of traditional Maldivian Bodu beru drums, surrounded by ocean vistas. Tropical floral arrangements, bespoke bouquets, and a custom wedding cake add to the sense of occasion. As evening falls, a private dinner curated by the executive chef awaits—served either on the beach or in the privacy of a villa. The experience concludes with romantic turndown touches, including a flower petal bath, designed to end the day in serene luxury.

For those taking the first step toward their future together, Alila Kothaifaru Maldives offers a breathtaking setting for proposals. The romantic beach proposal experience sets the stage as the sun dips below the horizon, with “Will you marry me?” displayed in lights or written in the sand within a heart of fresh blooms. The moment is accompanied by chilled champagne and handcrafted canapés, allowing couples to toast to their future as the waves lap gently along the shore.

Couples seeking to celebrate milestones such as honeymoons, anniversaries, or simply time away together may choose the Couple Celebration package, designed to encourage reconnection in tranquil seclusion. Available with a minimum four-night stay, the package includes seaplane transfers, a bottle of champagne upon arrival, exclusive dining experiences—including a floating breakfast and a candlelit beach dinner—and a rejuvenating couple’s treatment at the resort’s treetop Spa Alila.

With its emphasis on time, space, and togetherness, Alila Kothaifaru Maldives offers an exquisite setting for celebrating love in all its forms, transforming each special moment into a lasting memory. The resort has also earned consecutive recognition as the Best Honeymoon Destination at the Travel Trade Maldives Awards, an honour voted by both travel agents and the public. This accolade reaffirms Alila Kothaifaru Maldives’ reputation as one of the nation’s premier destinations for romance and intimate celebrations.

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Drink

Golden encounter: Atmosphere Kanifushi and Bottega unite Maldivian soul with Italian craftsmanship

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Atmosphere Kanifushi is set to host a golden fusion of Maldivian spirit and Italian craftsmanship from 4 to 6 December, as Atmosphere Core presents a three-day celebration in collaboration with Bottega SpA, one of Italy’s most renowned lifestyle wineries.

Sandro Bottega, President and CEO of Bottega SpA, remarked, “The Maldives is an iconic destination, a paradise for leisure and diving. We are proud to showcase our selected wines at Atmosphere Kanifushi, in an expression of refined hospitality that blends seamlessly with the Italian lifestyle. I am certain that this three-day experience, dedicated to Prosecco, will beautifully unite the Bottega philosophy with the island’s soul.”

The celebration begins at Just Veg, the Maldives’ first vegetarian restaurant, where acclaimed Italian Chef Fabrizio Marino will curate exclusive lunch and dinner menus paired with signature Bottega vintages. On the second day, the festivities move to Pier Six, featuring elegant seafood pairings, followed by an evening of golden cocktails, sizzling teppanyaki, and Venetian carnival-inspired delights, set against panoramic lagoon views.

The event culminates in the Bottega Gala Gold Dinner on the beach, where all in-house guests will be invited to raise golden flutes of GOLD Prosecco DOC under the starlit sky. The evening will unfold to the sounds of live bands and DJ performances, with the ocean’s rhythm creating the perfect atmosphere for a night of elegance, indulgence, and unforgettable moments. Every element—from the cuisine and wine to the music and cinematic storytelling—will harmoniously come together to craft a truly immersive experience.

Bottega’s Head Sommelier, Elena Schipani, will personally host the pairings, guiding guests through the stories and characteristics of each vintage. All events will be complimentary under the Kanifushi Plan™, subject to pre-booking and availability. “Atmosphere Kanifushi has long been celebrated for its culinary creativity and heartfelt service,” said Raman Gomathi, Director of Food and Beverage. “This Golden Wine Encounter embodies our commitment to experiences that combine artistry with authenticity. The team has poured its heart into creating this first-of-its-kind celebration, a true reflection of our Joy of Giving philosophy.”

This golden celebration also symbolises Atmosphere Core’s growing relationship with Italy. In 2026, the group will debut its first European property, BORGO MONCHIERO Heritage by Atmosphere, in Piedmont—a region known for its rolling vineyards and exceptional gastronomy. The collaboration with Bottega SpA, alongside culinary artistry from Chef Fabrizio Marino, offers a glimpse into this exciting journey, uniting Maldivian warmth with Italian elegance.

A fourth-generation family estate, Bottega SpA epitomises quality, authenticity, and timeless design—values shared by Atmosphere Core. Together, they invite guests to a radiant celebration where fine wine meets the joy of island living.

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