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.
Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.
Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.
The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.
As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.
“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.
Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.
MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.
Coca-Cola Maldives is turning up the excitement with the launch of its 2026 football campaign, bringing fans across the country a season packed with prizes, shared moments and exciting ways to celebrate the game together.
As the build-up to the FIFA World Cup 2026 begins, Coca-Cola Maldives is inviting consumers to join in the fun with a campaign built around everything that makes football special: the anticipation, the matchday thrill, the watch parties, the celebrations and the memories made along the way.
From March to May, consumers in the Maldives will have the chance to take part in the Coca-Cola Maldives FIFA World Cup 2026 promotion, with weekly prizes, branded merchandise and a grand prize experience linked to one of the biggest sporting events in the world.
As part of the campaign, Coca-Cola Maldives is rolling out the UTC Promo from March 21 to May 24, giving consumers even more ways to be part of the football excitement. Special promotional packs will feature a unique code either under the cap or under the tab, depending on the product format. For 500ml, 1.25L and 2L PET bottles, codes will appear under the special Golden Caps on Coca-Cola, Sprite, Fanta Orange and Fanta Strawberry. For 330ml cans, codes will appear under the tab on Coca-Cola. Consumers can enter by sending the code via SMS to 2626 for the chance to win a range of prizes throughout the campaign period.
The promotion will run across 330ml cans as well as 500ml, 1.25L and 2L PET bottles, making it easy for consumers to join in whether they are picking up a drink for themselves, sharing with friends, or stocking up for a matchday gathering. With multiple participating brands and pack formats included in the promotion, Coca-Cola Maldives is creating more opportunities for consumers across the country to take part in the campaign and enjoy the football season together.
At the top tier, eight winners will receive an all-expenses-paid experience for two to watch a FIFA World Cup match live, creating a once-in-a-lifetime football moment. Under Tier 2, 60 winners will receive Coca-Cola branded mini-coolers, while 120 winners will take home Coca-Cola branded football-shaped personal coolers. Under Tier 3, 180 winners will receive Coke and FIFA branded footballs, adding even more play and energy to the season.
Adding a live moment to the excitement, the first set of winners will be announced on ICE TV on April 6 at 9pm, with winner announcements continuing every week throughout the promotion. This weekly reveal is set to bring an added sense of anticipation and shared excitement as the campaign unfolds across the Maldives.
The campaign is designed to bring fans closer to the game and make every football moment even more enjoyable. Whether it is watching a match with family at home, catching the action with friends at a café, or picking up a favourite Coca-Cola pack from a neighbourhood store, Coca-Cola Maldives aims to be part of the moments that make football season unforgettable.
“Football has a way of bringing people together like nothing else, and that is what inspired this campaign,” said Mario Perera, Country Head for Sri Lanka and the Maldives. “In the Maldives, the game is enjoyed in such a lively and social way, and Coca-Cola Maldives wanted to create a campaign that feels fun, relevant and easy for people to be part of. It is about celebrating the season, enjoying the experience with others, and giving fans something extra to look forward to.”
Adding to the excitement, Coca-Cola Maldives will also launch collectible country packs in the Maldives from May to July, giving fans the chance to celebrate the global game in a new way. Inspired by some of football’s most recognised nations, these limited-edition packs will bring a colourful and collectible twist to the season.
Across the Maldives, Coca-Cola Maldives will work with retail partners to bring the campaign to life through in-store visibility, promotional touchpoints and selected local activations that capture the spirit of football and community.
“The Maldives is a unique market, and Coca-Cola Maldives wanted this campaign to connect with the way people here enjoy football, together, with energy, and with a real sense of occasion. Coca-Cola Maldives is excited to bring that spirit to life in the months ahead,” added Mario Perera.
This marks the start of Coca-Cola Maldives’ 2026 journey in the market. With more fan moments, more excitement and more ways to join in still to come, Coca-Cola Maldives is looking forward to celebrating the football season with consumers across the country.
Hotelier Maldives has announced Bestbuy Maldives (BBM) as the Title Partner of Hotelier Maldives Awards 2026 under a multi-year agreement, reaffirming one of the longest-standing partnerships behind the publication’s flagship hospitality recognition platform.
The 2026 edition marks the third consecutive year that BBM has served as Title Partner of Hotelier Maldives Awards, having supported the event in the same capacity since its launch in 2024. BBM has also backed Hotelier Maldives’ second flagship event, GM Forum, every year since 2023, with 2026 set to mark its fourth year as a Silver Partner of the forum.
The continued partnership reflects a shared commitment to recognising the people behind the Maldives’ tourism industry while supporting platforms that encourage industry dialogue, leadership and professional development.
Hotelier Maldives Awards 2026 entered its public voting phase on 15 March 2026, with voting set to remain open for one month. Winners will be announced at the gala ceremony on 26 April 2026 at NIVA Kurumba Maldives.
Commenting on the partnership, Ali Naafiz, Editor of Hotelier Maldives, said: “BBM has been a valued partner of Hotelier Maldives Awards since the very beginning, and we are pleased to formalise this continued support through a multi-year agreement. Their decision to return as Title Partner for a third consecutive year reflects not only the strength of our relationship, but also a shared belief in the importance of recognising the people who drive excellence across the Maldives’ hospitality industry.
“BBM has also consistently supported GM Forum over the years, making them one of the most committed partners across our event platforms. We are proud to continue working together as we strengthen both Hotelier Maldives Awards and GM Forum as annual fixtures for the industry.”
AVS Subrahmanyam, Chief Operating Officer of BBM, said: “At BBM, we have always believed that a strong hospitality industry is built by strong people, and Hotelier Maldives Awards provides an important national platform to recognise the professionals whose work often takes place behind the scenes. We are pleased to continue as Title Partner of the awards under this multi-year agreement, while also extending our support to GM Forum for a fourth consecutive year.
“As a company that has grown alongside the Maldives’ hospitality sector, we value opportunities that celebrate talent, encourage professional pride and contribute to the long-term development of the industry. Our continued partnership with Hotelier Maldives reflects that commitment.”
Bestbuy Maldives is one of the country’s leading importers and distributors, serving the hospitality, HORECA and retail sectors with a broad portfolio of international brands. The company positions itself as a partner to the Maldivian hospitality industry, supplying products from around the world across key business verticals including resorts, foodservice and retail.
Hotelier Maldives Awards continues to recognise the contributions of resort-based hospitality professionals across the Maldives, highlighting both individual excellence and team performance. The awards programme remains the country’s only dedicated recognition platform focused on professionals working in resort operations. The current public voting round allows industry stakeholders, colleagues, guests and the wider public to take part in selecting this year’s winners.
The growing list of confirmed partners for Hotelier Maldives Awards 2026 includes Bestbuy Maldives (BBM) as Title Partner, Dhiraagu as Platinum Partner, Storm Events as Organising Partner, NIVA, Kurumba Maldives as Host Partner, Souvenir Marine as Transport Partner, ALIA as Associate Sponsor, and Lightsout Studios as Associate Partner. More partners and sponsors will be announced soon.
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