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Agoda, Maldives Border Miles ink pact to boost post-pandemic tourism

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Maldives Border Miles (MBM), a loyalty programme initiated by Maldives Immigration in collaboration with key government stakeholders, has signed a Memorandum of Understanding (MoU) with global digital travel platform Agoda, (part of Booking Holdings) to boost tourism in the country.

The partnership will utilise Agoda’s global network, technology and travel expertise, integrated marketing capabilities, intelligence tools and resources, to optimise traffic/bookings and drive more awareness to the MBM programme.

The agreement was signed on 22nd November 2021, in the presence of John Brown, CEO of Agoda and dignitaries from the Maldives Tourism Ministry, Deputy Minister, Dr Naushad Mohamed, Controller-General of Immigration, Mohamed Ahmed Hussain, and key stakeholders from the Tourism Ministry, Maldives Border Miles, Maldives Airports Company Limited (MACL) the Maldives Marketing and PR Corporation (MMPRC).

This marks the first high-level interaction between the Minister of Tourism and the Controller-General of Immigration and Agoda.

A world’s first destination loyalty programme for tourists, the free to join, three-tiered MBM programme accumulates reward points for travellers to the Maldives based on their accommodation booking and chosen in market activities.

Members will need to earn a specific number of points to reach each tier (Aida, Antara and Abaarana), each offering a different range of privileges to its members, which can be utilised during current and return visits to the country.

Under the MoU, the first to be signed by MBM with a global OTA, both parties will mutually agree to undertake shared promotional efforts via branded landing pages, digital promotions via owned channels, special accommodation/booking discounts on Agoda for MBM members, technical consultancy, sharing of expertise and more.

The 12-month contract is designed to expand loyalty to return visitors, achieve greater customer acquisition and ultimately reinvigorate the travel landscape in the Maldives.

“The Border Miles programme was set up in 2020, to incentivise the post-pandemic return to travel. In less than a year, our member base has grown to over 50,000 signups, half of which have come through in the last two weeks alone. It’s clear that demand is high and our partnership with a global digital platform like Agoda will only accelerate this growth to a much wider global audience, reaching previously untapped origin markets. I believe this partnership will bring prosperity to the program and we have so much to learn from one another and together, we can make this world’s first program truly recognised globally.”, said Mohamed Ahmed Hussain, Controller-General of Immigration, Maldives.

According to Agoda’s inbound search data, the Maldives has seen a 5x uplift (400% increase), since two weeks to prior to the opening announcement on 1 July to date, indicating a clear demand for the destination.

The country’s earlier than expected vaccination roll-out and effectiveness of its Covid-related policies has led to the first signs of recovery by July 2021.

The government’s initial benchmark to bring in 900,000 tourists by the end of the year was surpassed when it hit its one millionth tourist in October.

“We applaud the Ministry of Tourism in Maldives and the Controller-General of Immigration for spearheading such forward-thinking initiatives to aid in the country’s rebound. Agoda strives to be a supportive partner to the governments and communities we operate in, this time in the Maldives, to leverage our technology and robust marketing strategies to help stimulate the tourism economy. We are optimistic of the benefit this will bring to the Maldives’ tourism industry and are honored to play a contributing part in this,” John Brown, CEO of Agoda.

From its beginnings as an e-commerce start-up based in Singapore in 2005, digital travel platform Agoda has grown to offer a global network of over 2.5 million properties in more than 200 countries and territories worldwide, offering travellers easy access to a wide choice of luxury and budget hotels, apartments, homes and villas, to suit all budgets and travel occasions.

In 2019, Agoda added a flight product and packages to help make travel even easier.

Headquartered in Singapore, Agoda is part of Booking Holdings and employs more than 4,000 staff in 30 countries. Agoda.com and the Agoda mobile app are available in 39 languages.

Maldives Border Miles is the world’s first destination loyalty programme for tourists.

Members will earn points based on the duration of stay, visits to celebrate their special occasions, visits on local occasions, frequency of visits, and other aspects. Once reached to a tier, members can enjoy exclusive rewards from all our partners, starting from discounted services to free VIP services.

For more information, please head to www.bordermiles.mv.

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Villa Nautica’s festive glow: Yoga at sunrise, fireworks at midnight

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Villa Nautica will embrace the festive spirit from 20 December 2025 to 6 January 2026, offering guests an easy island rhythm that flows from bright mornings by the water to music-filled evenings on the sand. The season begins with illuminated beaches and relaxed barbecues, gradually building through creative afternoons and live performances. Christmas Eve will feature a gala dinner, followed by Santa’s arrival on 25 December. The celebrations will culminate in a vibrant New Year’s Eve countdown with fireworks, before settling into a calm reset on New Year’s Day and concluding with Orthodox Christmas.

The programme balances practicality with a relaxed, unpretentious atmosphere. Mornings will bring sunrise yoga, family pool activities, and interactive cooking sessions, while evenings will feature poolside soirées, wine-paired dinners, and sunset cruises. With simple yet photogenic settings, the lagoon and sky take centre stage in shaping the mood. Guests—whether couples, friends, or families—can participate freely without losing the island’s easy pace.

For younger visitors, the festivities will centre around the kids’ club, where cookie and cupcake decorating, beach games, origami and craft sessions, storytelling, and cosy movie nights will take place. Small groups and attentive care ensure that creativity and play remain the focus, allowing parents to enjoy uninterrupted moments around the island.

A highlight of the season will be the Champagne Lucky Draw & Disco. From 1 to 31 December, each bottle of champagne purchased at resort bars or restaurants will serve as an entry to the draw. Guests are advised to keep their entry stubs for the live draw, held at 01:00 during the New Year’s celebration, where the prize will be a seven-night stay in a Water Villa for two.

Throughout the festive period, private experiences will feel as memorable as the larger celebrations. Guests may enjoy candlelit dinners on the sand, floating breakfasts, or early morning snorkelling sessions to begin the year anew. Whether seeking a lively shoreline celebration or a quiet evening stroll beneath lanterns and palms, Villa Nautica offers an atmosphere where every festive moment can glow in its own way.

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JOALI BEING launches global campaign ‘Joyful Journeys of Well-Living’

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JOALI BEING, the world’s first well-being island, has announced the launch of its new global brand campaign titled “Joyful Journeys of Well-Living.” The campaign celebrates the art of self-discovery, inviting travellers to reconnect with their inner selves through bespoke and transformative experiences.

Building upon JOALI BEING’s core philosophy of the “Joy of Weightlessness,” the campaign embodies the essence of harmony between mind, body, and spirit. It encourages guests to explore holistic pathways designed to restore balance and inspire personal growth.

Joyful Journeys of Well-Living serves as an invitation to travellers seeking meaningful change and renewal. The campaign narrates stories of individuals discovering joy through purposeful living, mindful connection, and immersive well-being experiences at JOALI BEING.

The visuals capture the island’s tranquil landscapes and nurturing spaces — from oceanfront sanctuaries to treetop villas and transformative healing sessions led by resident experts. The campaign presents JOALI BEING as more than a destination; it is a journey towards well-being, creativity, and self-transformation.

Each guest journey at JOALI BEING is founded on the resort’s Four Pillars of Well-Being — Mind, Skin, Microbiome, and Energy. Through tailored programmes, guests can embark on integrative wellness experiences encompassing sound therapy, movement and fitness, hydrotherapy, nutritional guidance, and energy-healing sessions curated by specialists.

The island features a series of advanced well-being spaces, including:

  • CORE: a movement and fitness zone
  • AREKA: a transformative treatment centre
  • KAASHI: a hydrotherapy hall
  • SEDA: a sound-healing room
  • Ocean Sala: an open-air meditation and relaxation deck

Each space is designed to nurture a profound connection with nature and the self.

The Joyful Journeys of Well-Living campaign has been conceptualised and produced by JOALI BEING’s in-house team in collaboration with creative partners and visual storytellers from across the globe. The multi-platform campaign integrates film, digital, and print media to convey JOALI BEING’s ethos — a celebration of joy, transformation, and harmony.

The visual narrative draws inspiration from the natural beauty of the Maldives, reflecting JOALI BEING’s immersive design philosophy. The imagery captures the rhythm of the ocean, the play of light, and the flow of energy that define the spirit of the island.

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Coco Bodu Hithi wins Best Waterside Hotel at Condé Nast Johansens Awards 2026

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Coco Bodu Hithi has been recognised on the global stage, winning Best Waterside Hotel (Riverside, Lakeside, Seaside) at the Condé Nast Johansens Awards for Excellence 2026, held on 3 November 2025 in the UK. It is the second consecutive year the resort has been honoured by the publication, following last year’s win for Best Service, reaffirming its focus on heartfelt Maldivian hospitality and refined island living.

Described by Condé Nast Johansens as an “over-water, over-indulgent Maldivian island outpost,” Coco Bodu Hithi offers an intimate retreat of comfort and calm. The resort’s 32 Water Villas and 24 Coco Residences, each measuring 184 square metres and featuring private pools, provide secluded spaces set above the lagoon, where nature, design, and comfort come together to reflect the island’s romantic ambience.

Known for contemporary design infused with Maldivian heritage, the resort continues to welcome travellers seeking time by the sea, complemented by culinary collaborations with celebrity and Michelin-starred chefs. The experience balances privacy and comfort throughout a guest’s stay. With turquoise waters, quiet spaces, and experiences designed for connection and shared discovery, the resort presents a considered take on island living.

Located 35 minutes by speedboat from Velana International Airport, the island combines accessibility with seclusion—close enough for convenience, yet removed for privacy and serenity. As part of Coco Collection, the resort offers bespoke experiences, attentive service, and sustainable practices, shaping stays that feel personal and reflective of relaxed, authentic island life.

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