Business
MMPRC’s 11th anniversary: Reflecting on year of unprecedented challenges
The Maldives Marketing and Public Relations Corporation (MMPRC) is the national tourism board of the Maldives.
MMPRC is responsible for maintaining destination presence throughout the world and promoting the Maldives as the most preferred island destination in the world under the theme, “Maldives … The Sunny Side of Life”.
MMPRC adheres to the mission in promoting quality and sustainable growth in the local tourism industry to deliver long term economic-social and cultural benefits to the island nation.
As March 4 marks 11 years since the inauguration of MMPRC in 2009, the Maldives is now rightfully considered one of the most beautiful and desired tourist destinations in the world. The white sandy beaches, the crystal clear turquoise water, and the variety of life beneath the sea are images that resonate strongly in the imagination of people throughout the world.
The Maldives’ position in the global tourism industry is not merely a reflection of its natural environment and beauty, but a reflection of the perseverance, ingenuity, creativity and passion of the Maldivian people.
As MMPRC marks the 11th year since inauguration, we reflect upon 2020 and how the Maldives persevered through the challenges of a global pandemic and a year of uncertainty, change, and growth.
MMPRC began 2020 with a celebration of the 1.5th million tourist arrival in 2019.
The steady growth in the number of arrivals inspired MMPRC to network throughout the world and conduct unique promotional activities. On January 1, 2020, MMPRC conducted a joint campaign with Singapore Airlines followed by a global campaign with CNN on March 1, 2020.
MMPRC’s mission in promoting the Maldives is only possible through maintaining a strong destination presence throughout the entire world.
As the year 2020 began, news reports appeared reporting an unknown virus spreading throughout the global population. Soon followed nationwide lockdowns and border closures throughout the world, a truly unprecedented scene in recent history.
Naturally, with major airlines grounded and border closures, the number of tourist arrivals decreased drastically. It was not long before the Maldives closed borders for international travellers and enacted a nationwide lockdown lasting over three months.
It was the first time the Maldives closed its borders for international travellers since the opening of the first tourist resort. The year started with high hopes and optimism, but within the span of a few months, the future of the tourism industry in the Maldives stood on an uncertain foundation
In times of peril and hardship, people reveal their strongest self and character. The Maldivian government and key industries prioritised the health, safety, and wellbeing of the population among all else.
Entire industries devoted unparalleled time, energy and attention to ensure that the needs of the population were met, and worked together to contain the virus and reduce community spreads. The immense effort invested by the frontline workers is one of the main key reasons why the Maldives was able to persevere together as a nation.
As the lockdown began, the marketing plans of the government’s national tourism body, MMPRC, came to a complete halt, and the promotional campaigns shifted to digital platforms.
Various stakeholders in the industry and beyond adapted to the new situation. While the means of communication shifted, there was also a greater enhancement in communication and inclusivity between agents, partners, and customers across various key markets. For events such as trade shows and conferences, stakeholders and customers from all over the world were able to join with ease and comfort.
Entire industries contributed to the efforts and planning for reopening of the borders. An emphasis was placed on the unique geographical formation of Maldivian islands, and the key one-island-one-resort concept.
In addition to the effort, time and energy of the Maldivian people, the naturally socially-distanced islands in the Maldives is a blessing that is an integral component of why tourism in the Maldives was able to not only persevere but thrive during a global pandemic.
The characteristics and features of the Maldives make the country one of the safest destinations and a safe haven for visitors. The rest of the world was constantly being made aware of the safety measures and important procedures in place for tourists.
Ultimately, Maldivian President Ibrahim Mohamed Solih made the brave decision to open the borders on July 15, 2020, becoming one of the first countries to open borders for all international travellers.
The country received the “Safe Travels Stamp” by the World Travel and Tourism Council (WTTC), in recognition of the efforts to implement enhanced health and safety measures, in line with the WTTC global Safe Travels protocols.
Additionally, the main Velana International Airport received the ACI Airport Health Accreditation for consistent measures, which are in line with ACI’s standards in the “new normal” during the pandemic. Velana International Airport is the second airport in the Asia Pacific Region to receive the Health Accreditation.
The entire MMPRC team, along with industry stakeholders and partners, continued working tirelessly to assure tourists of safety, and kept the world dreaming about the Maldives. Several marketing activities and campaigns were launched, providing a platform for tourists from around the world to relive the happiness and rediscover the wonders of Maldives.
Visit Maldives carried out over 412 different types of marketing activities in 22 global markets, out of which 314 were carried out during the pandemic as part of the crisis recovery plan. Some of the events included online and physical fairs, webinars, fam trips, online roadshows, outdoors campaigns, and digital media campaigns.
During this difficult time, numerous celebrities such as Disha Patani, Kajal Aggarwal, Alessandra Ambrosio, David Guetta and Shakira arrived in the Maldives, further promoting the country to massive audiences back home.
On November 28, the Maldives was awarded ‘The World’s Leading Destination of 2020’ at the World Travel Awards, the most prestigious honours programme in the global travel and tourism industry. It was the first time the Maldives had won the award.
On December 17, the Maldives marked the grand arrival of the 500,000th tourist since the border reopening.
Fast forward to 2021 and the Maldives continues to break records.
In February, the Maldives recorded the highest number of arrivals welcoming over 96,880 arrivals, with an average of 3,460 tourists per day. The industry recorded the highest single-day tourist arrivals on February 21, welcoming 5,268 arrivals. The second highest single-day arrivals were recorded on February 12, with over 4,850 arrivals.
So far this year, over 195,000 visitors have arrived in the Maldives.
The Maldives has started a rigorous vaccination campaign throughout the entire country. The campaign aims to vaccinate as much of the population and workers in key industries as possible, including the tourism sector. This will positively assure tourists and staff that the environment they are in is safe, secure and protected.
Along with the unique geographical formation of the islands which offer a natural physical distancing, and the stringent health and safety measures in place, a fully vaccinated tourism sector will become an added advantage in encouraging tourists to visit the destination.
The inoculation drive began on February 1, with President Solih, Parliament Speaker Mohamed Nasheed and Chief Justice Ahmed Muthasim Adnan being among the first to receive their first doses of the AstraZeneca’s Covishield vaccine.
Up until now, over 129,420 people have been vaccinated in the Maldives. This includes over 6,000 tourism industry workers from more than 40 resorts.
With an immense variety of events and promotional activities such as roadshows, fam trips, webinars, fairs and more planned for the year, 2021 is shaping to become an immensely successful and optimistic year for the Maldives and the tourism industry.
MMPRC is confident that the future of the Maldivian tourism industry is one that is bright and full of hope.
Moving forward, once again, it is crucial that we recognise the effort, energy, time, dedication and sacrifices made by each and every single Maldivian and international stakeholders in helping the Maldives find its way through the challenges of the pandemic.
Action
Ataraxis Grand & Spa hosts integrated work-and-dive corporate retreat in Fuvahmulah
Ataraxis Grand & Spa recently hosted a week-long, closed corporate offsite in Fuvahmulah for a US-based artificial intelligence company, highlighting the island’s growing suitability for integrated work-and-experience retreats. The retreat brought a group of 36 international professionals to the property, which was reserved exclusively for the programme.
Designed as a private company offsite, the stay combined structured daily work sessions with guided diving and beginner-friendly surf experiences, creating a balanced format that blended focused collaboration with physical reset.

A notable component of the programme was dive training and certification. During the retreat, 17 participants completed their Open Water certification, while a further six undertook the Advanced Open Water course, with training and dives scheduled alongside work sessions as part of the integrated itinerary.
Throughout the week, participants worked on-site using dedicated shared spaces supported by reliable high-speed internet, allowing meetings, informal collaboration and scheduled activities to take place within a single, uninterrupted environment. This setup enabled teams to move seamlessly between work periods and organised ocean activities without leaving the property.

Fuvahmulah’s natural and operational advantages formed a key part of the retreat’s appeal. As one of the Maldives’ largest inhabited islands, it offers immediate access to pelagic dive sites, internationally recognised shark diving and surf breaks suitable for instruction, alongside the infrastructure required to support extended group stays.

The offsite reflects a growing preference among technology and knowledge-sector teams for small-scale retreats that prioritise concentrated work environments and team cohesion over traditional conference formats. Such programmes typically involve longer stays and higher per-capita spend, aligning with sustainable, quality-driven tourism models.
The retreat also demonstrates how locally operated properties such as Ataraxis Grand & Spa are supporting this shift by delivering unified environments where accommodation, workspaces, connectivity and curated experiences operate as a single programme rather than separate services.

As organisations continue to explore alternative formats for strategy sessions, team resets and creative offsites, Ataraxis Grand & Spa’s experience positions Fuvahmulah as an increasingly viable destination for integrated corporate retreats.
Ataraxis Grand & Spa offers work-and-dive retreat programmes in Fuvahmulah that combine accommodation, dedicated workspaces, high-speed connectivity and organised diving and surfing.

Further information on retreat formats and dive-inclusive stays is available via the Ataraxis Grand & Spa website.
Business
Bestbuy Maldives, Atmosphere Core elevate chef training with Michelin-star masterclass
Bestbuy Maldives (BBM) brought together 100 chefs from leading resorts and restaurants across the country on 24 November for an exclusive culinary masterclass led by Italian One-Michelin-Star Chef Pasquale Palamaro. Held at Hulhule Island Hotel (HIH), the full-house session marked a key highlight of the ongoing “Mediterranean Soul, Maldivian Heart” culinary series presented by Atmosphere Hotels & Resorts in collaboration with BBM.
The masterclass formed the Malé City chapter of the broader programme, which features a lineup of events hosted at RAAYA by Atmosphere and VARU by Atmosphere throughout November 2025. The HIH masterclass served as a platform for professional development, skill exchange, and hands-on learning for chefs from some of the Maldives’ most distinguished culinary teams.
Chef Pasquale, celebrated for his work at Indaco Restaurant in Amalfi, guided participating chefs through a series of live demonstrations that reflected his signature philosophy—one that emphasises intuition, simplicity, and a deep respect for natural ingredients.
“Cooking, to me, is a dialogue with nature — an art of transforming simplicity into beauty. Bringing Indaco’s spirit to the Maldives is an opportunity to merge two coasts and two cultures through taste, technique, and emotion,” he shared during the programme.

Participants explored Mediterranean-inspired methods adapted to Maldivian produce, with Chef Pasquale showcasing dishes rooted in coastal heritage and contemporary craftsmanship. The session also encouraged discussion around ingredient integrity, sustainability-led cooking, and the evolving expectations of today’s luxury diners.
The fully subscribed masterclass reaffirmed BBM’s long-running commitment to cultivating professional excellence within the Maldives’ hospitality sector.
As the authorised distributor of globally renowned culinary and F&B brands, BBM has built a reputation for its Masterclass Series, which brings international expertise to local professionals through practical workshops and high-level training. This latest edition added a Michelin-starred perspective to the growing body of knowledge BBM continues to nurture across the industry.
Ali Afrah Hassan, Head – Human Resources, Administration & Corporate Affairs at BBM, highlighted the importance of consistent capacity building in the sector.
“This masterclass reflects our ongoing commitment to strengthening the skills of the Maldivian culinary community. By creating opportunities for chefs to learn directly from international experts, we help broaden professional exposure and support the industry’s growth. BBM will continue to invest in platforms that uplift local talent and contribute to raising the overall standard of hospitality in the Maldives,” he said.

The masterclass follows two immersive days at RAAYA by Atmosphere earlier in the month, where guests joined farm experiences, tasting sessions, and a hands-on workshop before a five-course dinner curated by Chef Pasquale. The series will continue with a 4-Hands Dinner at Kaagé on 27 November and a masterclass with a five-course dinner at NÜ on 28 November at VARU by Atmosphere.
Anupam Banerjee, Vice President, Food & Beverage at Atmosphere Core, emphasised how the collaboration bridges traditions and culinary ideologies.
“All our island resorts have long been recognised for their culinary offerings,” he noted. “Through Chef Pasquale’s artistry and our island-inspired ethos, we are crafting an evocative dialogue between Mediterranean and Maldivian gastronomies that not only captivates the palate but also champions environmental stewardship and celebrates the cultural richness of both regions.”
For attending chefs, the session offered more than demonstrations—it provided the rare opportunity to learn directly from a Michelin-starred figure whose approach blends innovation with a respect for locality. Many participants described the workshop as an opportunity to refine technique, discover new applications for familiar ingredients, and build valuable connections within the professional community.
With strong engagement and enthusiastic feedback from attendees, the masterclass stands as another milestone in BBM’s long-standing role in elevating culinary standards in the Maldives.
Business
2 decades of culinary excellence: BBM’s founding legacy with Hotel Asia continues in 2025
Hotel Asia Exhibition and International Culinary Challenge is referred to be the hospitality industry event in the Maldives. In this year’s Culinary Challenge (19 to 22 October 2025) comprising competitions over 20 categories, most will take place at the Faculty of Hospitality and Tourism Studies, Maldives National University, and some at the Synthetic Track, Hulhumalé.

A Founding Partnership that Endures
Since the very first edition in 2001, Bestbuy Maldives (BBM) has played a central role in shaping the International Culinary Challenge into the Maldives’ most prestigious culinary platform. The event has become a cornerstone for professional development, bringing together chefs from across the Maldives to compete, learn, and showcase their craft.

BBM and their associated Principals sponsor an overwhelming majority of categories. “From the beginning, our goal has been to create opportunities for Maldivian chefs to rise to global standards. This partnership has grown with the industry itself,” said A.V.S. Subrahmanyam, Chief Operating Officer of BBM.

Nurturing Local Talent
BBM’s contribution extends beyond sponsorship. The company has built a long-term system for recognizing and developing local culinary talent.
- BBM Chairman’s Trophy for the Best Maldivian Competitor.
- Most Promising Young Chef Award for emerging talent.
- Global exposure programs for Maldivian chefs through sponsored participation in international events.
- Pro-bono Masterclasses with world-renowned chefs to encourage learning and innovation.
Investing in the Future of Hospitality
Through initiatives such as Building Young Talent, BBM continues to mentor aspiring professionals and support the next generation of chefs. The company also promotes inclusivity by sponsoring opportunities for female and young chefs to gain international exposure.
BBM’s industry partnerships include its role as Title Sponsor of the Hotelier Maldives Awards, celebrating excellence across the Maldivian hospitality sector.

Proud Sponsors of Culinary Excellence
In 2025, BBM and its partner brands proudly sponsor 14 competition categories and 8 Main Awards, further strengthening their role in the development of culinary arts in the Maldives. Categories include Decorated Cake, Artistic Showpiece, Bread and Pastry Display, Three Desserts (Display), Desserts, Rice Dish, Asian Noodles, Team Challenge, Maldivian Dish, Creative Sandwich, Young Chef, Tea Challenge, tapas/finger food, and Iced Mocktail.
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