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Maldives launches ‘world-first’ loyalty programme to reward tourists with ‘border miles’
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.
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.
Nova Maldives has been honoured with the prestigious 2025 Travellers’ Choice Award by Tripadvisor, placing the island resort among the top-rated properties globally and affirming its status as a firm favourite among travellers.
This accolade is particularly significant given the Maldives’ dynamic and world-renowned resort landscape, where excellence is continually redefined. The award gains further weight as it is based entirely on authentic guest reviews—submitted by visitors who experienced Nova first-hand and shared reflections on the care, connection, and comfort they encountered during their stay.
Tripadvisor, the world’s largest travel guidance platform, is a trusted resource within global traveller communities. It derives its credibility from millions of genuine reviews and insights contributed by real guests.
Since its establishment, Nova Maldives has remained dedicated to crafting transformative guest experiences, underpinned by a philosophy of laidback luxury, community connection, and personal wellbeing. The resort’s commitment to soft luxury creates a tranquil sanctuary where guests can foster deeper connections with nature and the local culture. Through heartfelt service, cultural immersion, and strong environmental initiatives—including marine conservation and coral restoration—Nova offers experiences infused with warmth, belonging, and a broader mission.
Being named among Tripadvisor’s standout global properties underscores Nova’s steadfast dedication to outstanding hospitality and the expertise of its devoted team. Every dish, dive, and guest interaction reflects the genuine care invested in making each stay unforgettable. At Nova, the destination is elevated by the passion and commitment of its people.
“This award recognises the entire Nova community, both our guests and team,” said General Manager Abdulla Aboobakuru. “It’s a celebration of shared experiences, and we deeply value individual feedback from our guests. Going forward, Nova will continue creating soulful, rooted moments that touch hearts and stand the test of time.”
Nova’s commitment to sustainability and conscious travel is evident in its ongoing initiatives, including coral reef restoration, wellness diving programmes, mindful culinary offerings, and educational collaborations with local schools, PADI Aware, and the Maldives Whale Shark Research Programme. The resort continues to set an example for balancing impact with indulgence, inviting travellers to engage in enriching, sustainable experiences through a variety of interactive workshops and community-led activities.
Mercure Maldives Kooddoo has been honoured with a prestigious accolade, being named among the top 10% of hotels worldwide in the 2025 TripAdvisor Travellers’ Choice Awards. This esteemed recognition highlights the resort’s unwavering commitment to providing exceptional guest experiences and earning rave reviews from travellers across the globe.
Selected from hundreds of thousands of listings, Mercure Maldives Kooddoo’s inclusion in the prestigious list is a testament to its dedication to offering authentic, heartfelt experiences for its guests. The resort’s personalised service and its ability to deliver unique, memorable stays have made it a favourite among travellers seeking tranquility and authenticity.
Situated in the pristine Gaafu Alifu Atoll, Mercure Maldives Kooddoo is an adults-only boutique resort that blends local Maldivian culture with modern luxury. The resort features 68 beautifully designed villas that offer guests the ultimate in privacy and comfort. Known for its house reef teeming with vibrant marine life, the resort provides an immersive experience in the Maldives’ natural beauty. Guests can explore the coral reefs, enjoy a variety of international dining options, and indulge in a genuine sense of discovery.
With its focus on providing a serene escape for couples and solo travellers, Mercure Maldives Kooddoo has become a cherished destination for those looking to unwind and recharge in an idyllic setting. Its recent recognition from TripAdvisor further underscores the resort’s exceptional reputation in the hospitality industry.
Maldives has once again secured its place as one of the world’s most coveted honeymoon destinations, ranking second globally among Americans planning their post-wedding getaways in 2025.
According to a new study by UK-based swimwear brand Pour Moi, which analysed Google search data across the United States, the Maldives received 73,700 annual searches from honeymooning Americans eager to escape to its world-famous turquoise waters and luxury overwater villas.
The Indian Ocean paradise trails just behind Seychelles, which claimed the top spot with nearly 75,000 searches. Greece, Costa Rica, and Italy rounded out the top five.
The research examined over 490 global destinations to uncover where newlyweds are dreaming of heading this year. With its postcard-perfect beaches, serene lagoons, and opulent resorts offering private pools, spas, and gourmet dining, the Maldives continues to stand out as the ultimate destination for romance, relaxation, and indulgence.
“This stunning group of islands remains one of the most sought-after spots for couples who want an unforgettable start to married life,” said Marina Nicoli, Marketing Manager at Pour Moi. “The Maldives offers that rare combination of seclusion, natural beauty, and luxury that honeymooners crave.”
While entire countries were ranked based on interest, individual destinations within these countries also caught the spotlight. Santorini, Greece, emerged as the top individual honeymoon destination, followed by Bali in Indonesia and Italy’s Amalfi Coast. However, the Maldives’ reputation as an all-encompassing destination—offering entire islands as private resorts—cements its appeal to Americans looking for the perfect blend of privacy and pampering.
The Maldives’ second-place ranking highlights a continuing trend among U.S. couples seeking intimate, far-flung getaways. Pour Moi’s findings show a shift away from traditional city escapes toward nature-rich retreats that promise rest, romance, and Instagram-worthy moments.
Top 10 Countries for U.S. Honeymoon Searches in 2025:
- Seychelles – 74,960 searches
- Maldives – 73,700 searches
- Greece – 49,100 searches
- Costa Rica – 47,000 searches
- Italy – 36,900 searches
- Thailand – 25,800 searches
- Fiji – 25,600 searches
- Japan – 24,500 searches
- New Zealand – 18,300 searches
- Iceland – 15,180 searches
With the Maldives already a firm favourite among international travellers, this new data reaffirms its global status as a dream destination—especially for couples ready to celebrate the start of their forever.
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