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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.
In an increasingly fast-paced world, The Nautilus Maldives stands as a sanctuary where time slows and moments linger — a place that continues to capture the attention of discerning travellers. This haven of unhurried living has once again been recognised in the 2025 Condé Nast Traveler Readers’ Choice Awards, as voted by readers in both the United Kingdom and the United States.
The accolade reaffirms the island’s quiet ability to enchant. With just 26 exclusive ocean and beach houses, The Nautilus offers complete privacy and a philosophy built entirely around individual freedom. Dining is available whenever a guest desires, and experiences unfold as inspiration strikes. A secluded sandbank transforms into a private dining room, and the Maldivian night sky becomes a stage for endless wonder.
“To be recognised again by Condé Nast Traveler’s readers is deeply meaningful,” said Adan Gomez, General Manager of The Nautilus Maldives. “Our guests come seeking beauty, but what they discover and cherish is freedom — the freedom to design their own rhythm and to create moments that are theirs alone.”
At The Nautilus, luxury is defined as liberation. Guests may drift through the UNESCO-protected waters of Baa Atoll, indulge in a Solasta Spa ritual without time limits, or share vintage champagne beneath a canopy of stars. Each stay unfolds as a personal narrative — unscripted, unhurried, and unforgettable.
Now in its thirty-eighth year, the Condé Nast Traveler Readers’ Choice Awards remain among the most respected distinctions in global travel. The results, drawn exclusively from readers’ experiences and opinions, continue to represent one of the industry’s most prestigious marks of excellence.
Amilla Maldives will host a festive season celebration titled ‘Around the World in Wonder’ from 20 December 2025 to 6 January 2026, inviting guests to experience a colourful exploration of global culture, curiosity, and joy.
Drawing inspiration from Jules Verne’s Around the World in 80 Days, the celebration takes guests on a journey across continents, with each day dedicated to a different country and its unique flavours, music, and traditions. The journey begins and concludes in the United Kingdom, tracing a route through the Maldives, Spain, Italy, France, Argentina, Japan, China, India, Egypt, Brazil, the United States, and Singapore, culminating in a grand finale on New Year’s Eve.
Amilla’s 11th anniversary on 21 December will feature island-wide festivities, including guided tours, tree planting, coconut painting, Maldivian cooking demonstrations, and a cocktail and cake-cutting ceremony. On 23 December, the Tree Lighting Ceremony will adopt an Italian flair with a Venetian-themed celebration, complete with mask-making workshops, Viennese waltz, wine tasting, the Venetian Masquerade Ball, and a special ‘Treasure of the Sea’ dinner.
France will take centre stage on 24 December, featuring the Dance of the Can Can, gingerbread house making, mime face painting, a Christmas Eve buffet, and an aerial hoop performance. The following day, 25 December, will celebrate Argentina with the arrival of Santa Claus, a festive brunch infused with tango rhythms, dance workshops, magic shows, and a lively tango dinner performance.
The festivities will reach their climax on 31 December, with the Around the World in a Cocktail party leading into the spectacular Global Carnival Event. The evening will feature live performances by the Hamilton Band, complemented by bongo drummers, saxophonists, acrobats, and fire dancers. The grand countdown and after party will usher in 2026 with music, energy, and celebration.
Lily Beach Resort & Spa has been recognised as the Leading F&B Resort at the South Asian Travel Awards 2025, held in Colombo. The accolade reinforces the resort’s position as a destination where culinary excellence is at the heart of every guest experience.
Central to the resort’s success is its renowned Platinum All-Inclusive Plan, a comprehensive concept that offers guests access to a range of premium experiences. The plan includes à la carte dining across several speciality restaurants, unlimited premium wines and spirits, French Champagne such as Taittinger, themed buffets, private dining experiences, and selected excursions. Designed to elevate each stay, it allows guests to indulge fully without additional charges.
Lily Beach offers an array of distinctive restaurants and bars:
- Lily Maa, the main restaurant, features extensive buffets and live cooking stations.
- Tamarind presents refined Indian-Thai fusion cuisine in an elegant overwater setting.
- AQVA serves light fare and cocktails in a relaxed beachfront atmosphere.
- Teppanyaki delivers interactive Japanese dining, combining artistry and theatre.
- Les Turquoise d’Aqua provides a fine dining experience under the stars.
- The Spirit Bar, set beside the ocean, offers a tranquil space for sundowners and late-night drinks.
- Vibes combines a family-friendly pool, games area, and evening entertainment.
The resort’s culinary achievements have earned it continued recognition. In 2024, Lily Beach received the Wine Spectator Award for its exceptional wine cellar and sommelier programme, further affirming its place among the world’s leading resort dining destinations.
General Manager Laurent Driole expressed pride in the achievement, noting: “This award is a tribute to the vision, dedication, and artistry of our F&B team. Every menu, drink, and moment is crafted to delight, and to offer our guests a culinary journey as exceptional as the Maldives itself.”
The award for Leading Food & Beverage Resort is seen as a reflection of the passion and commitment of Lily Beach’s entire culinary team. Under the leadership of Executive Chef Alessio Biondi and F&B Director Adam Shareef, dishes are prepared using the finest ingredients sourced globally, ensuring guests enjoy the highest standards of quality. Their commitment to creativity and innovation means that every visit offers something new—both for first-time guests and returning visitors.
Equally vital to this success are the service teams who bring warmth and personality to each dining experience. Their genuine care and hospitality create a relaxed, homely atmosphere that embodies the essence of Lily Beach—a place where guests feel welcomed as part of a community.
With this latest recognition, Lily Beach continues to define the all-inclusive luxury segment in the Maldives, combining world-class gastronomy, seamless inclusions, and authentic Maldivian hospitality to deliver experiences that remain both refined and heartfelt.
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