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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.

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Angsana Velavaru shines in T+L Luxury Awards 2025 with top pool and GM honours

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Angsana Velavaru, part of the esteemed Banyan Group, has secured prestigious placements in the Travel + Leisure Luxury Awards Asia Pacific 2025, ranking #8 for Best Resort Pool and #3 for Best General Manager in the Maldives. These accolades underscore the resort’s dedication to outstanding service, thoughtfully crafted accommodations, and guest-centric innovation.

Located in the unspoiled South Nilandhe Atoll, Angsana Velavaru features 113 villas—79 of which are equipped with private infinity pools. Among them are the celebrated Beach Villas and the signature InOcean Pool Villas, which extend elegantly over the lagoon’s turquoise expanse. Each villa is designed to offer a harmonious blend of sophistication and comfort, enabling guests to immerse themselves in nature with both privacy and style.

Central to the resort’s social ambiance is the Kuredhi Pool Bar, a lively and inviting venue that offers more than just refreshments. It serves as a communal hub where guests can enjoy curated experiences such as DJ nights, aqua aerobics, and wellness sessions. This programming reflects the resort’s vision of merging serenity with social vibrancy.

Spearheading this success is General Manager Ahmed Zahir, who was recognised as the #3 Best General Manager in the Maldives. Zahir’s inspiring career began three decades ago as a Laundry Supervisor and has since evolved into a historic milestone—becoming the first Maldivian General Manager within the Banyan Group. His leadership is characterised by a deep understanding of local culture, empathy, and hands-on experience across resort operations.

“This recognition is not only an honour—it’s a reflection of how far we’ve come as a team and as an industry,” Zahir shared. “I’m proud to lead with values shaped by the Maldives itself: resilience, hospitality, and heart. At Angsana Velavaru, we aim to deliver something genuine and lasting—for our guests, our people, and our community.”

Under Zahir’s stewardship, Angsana Velavaru has fostered a culture rooted in authenticity, local empowerment, and purposeful guest engagement. The resort remains committed to evolving as a destination that honours tradition while embracing forward-thinking experiences.

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Oaga Art Resort’s Samaasaa takes centre stage in Dubai’s art scene

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Under the desert sky of Dubai, Oaga Art Resort made its international debut with a striking performance by Raai Badeeu at the closing night of renowned light calligrapher Karim Jabbari’s exhibition, Vertical Horizon / 361 Degrees, held at Inloco Gallery. The performance introduced audiences to Samaasaa, the resort’s original theatrical dining concept where storytelling intertwines with seasonal cuisine, and folklore comes alive through immersive performance.

Samaasaa represents a distinctive fusion of art and gastronomy, with each course unfolding as an edible chapter of a story. The concept invites guests into a world where tradition meets innovation, rooted deeply in Maldivian heritage.

The venue for the performance, Inloco Gallery, is an emerging boutique art space in Dubai known for pushing creative boundaries. Its third season was dedicated to ‘vanishing urban landscapes’—a reflection on the echoes of fading cityscapes. Central to this season was the work of Karim Jabbari, whose intricate light calligraphy transforms traditional Arabic script into contemporary expressions of cultural memory. His Vertical Horizon / 361 Degrees exhibition explored the theme of ‘Lost Tradition,’ featuring a collaborative project with artist Khalil Abdulwahid that documented Al Satwa’s disappearing historic fabric and reclaimed calligraphy’s original role as a vehicle for communication and preservation.

In collaboration with Inloco Gallery and Karim Jabbari, Oaga Art Resort presented Raai Badeeu as part of the finissage—a moving farewell performance that seamlessly blended calligraphy, choreography, and storytelling. The immersive show transformed the gallery into a space of ancestral memory, myth, and poetic expression, embodying the artistic ethos of Oaga.

The performance also offered audiences an exclusive preview of Samaasaa Presents: The First Coconuts, Oaga’s upcoming theatrical dining experience. A specially curated segment from the show was performed, offering a glimpse into the mythical origins of island life through expressive movement and narrative.

As Oaga Art Resort expands its creative reach beyond the Maldives, this performance in Dubai marks the beginning of a broader journey. Guided by a spirit that is playful, poetic, and deeply rooted in island culture, Oaga is poised to share its unique stories with the world.

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JOALI Maldives welcomes FIX’s iconic chocolate in first-ever global expansion

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Dubai-based artisanal brand FIX Dessert Chocolatier, renowned for its viral chocolate creations, has partnered with JOALI Maldives – the Indian Ocean’s first art-immersive luxury island resort. Starting 2 July 2025, guests at JOALI Maldives will have the exclusive opportunity to indulge in FIX’s signature creation, The Original Dubai Chocolate, marking the first time the coveted dessert will be available outside the UAE.

Famed for its bold creativity, intricate layering, and unforgettable textures, FIX has redefined the modern dessert experience. This collaboration brings together two worlds of sensory delight – the imaginative world of FIX and the refined, story-driven luxury of JOALI Maldives.

As part of this partnership, FIX introduces Time To Mango, a brand-new chocolate bar inspired by tropical fruits, warm breezes, and the playful spirit of summer. Blending mango-forward flavours with nostalgic childhood treats and a whimsical touch of popping candy, the creation delivers a multi-sensory experience wrapped in rich chocolate.

FIX Dessert Chocolatier’s signature artistry and innovative flavour combinations align seamlessly with the philosophy of JOALI Maldives, a resort celebrated for its immersive art, sublime design, and curated experiences. According to FIX co-founder Sarah Hamouda, “This collaboration is about more than flavour – it’s about sparking wonder and delivering delight in unexpected ways. Seeing our creation featured at JOALI Maldives feels like the perfect match of storytelling and indulgence.”

Guests at JOALI Maldives will encounter FIX’s chocolates across various curated settings – from the private airport lounge and the resort’s artisanal ice cream shop to bespoke in-villa amenities and select evening turndown rituals. Every piece is hand-crafted in Dubai, carefully transported, and presented under the Maldivian sun as a true edible work of art.

Commenting on the partnership, Semiha Askin, Global Director of Sales and Marketing at JOALI, stated, “At JOALI, we embrace art in all its forms – from visual and spatial to culinary. Partnering with FIX Dessert Chocolatier allows us to extend that ethos into the realm of artisanal sweets. Their chocolate is more than a dessert – it’s an immersive experience our guests will remember, one bite at a time.”

This marks FIX’s first international placement, making JOALI Maldives the only destination outside of the UAE to offer the brand’s signature chocolate. The collaboration exemplifies a shared dedication to luxury, creativity, and culinary innovation.

Located in one of the largest and deepest atolls in the world, JOALI Maldives offers 73 elegantly appointed beach and over-water villas, each accompanied by a personal Jadugar (meaning “skilled magician” in Dhivehi). The resort is a sanctuary of sustainability, immersive programming, and next-level wellbeing offerings, including the JOALI BEING Cure – the first outpost of sister retreat JOALI BEING, the Maldives’ pioneering wellness island.

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