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Visit Maldives maintains destination presence in India

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Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) is maintaining the destination momentum in the Maldives’ largest market for this year, the Indian market, through a variety of activities and participation in the most prominent fairs and exhibitions. 

MMPRC has been conducting multiple exciting events, with more in the pipeline, to maintain the interest and momentum that the Maldives has reached with the Indian market, especially over the last few years with other prominent markets such as China still closed due to Covid-19.

India was the largest market in 2020 with an arrival figure of 62,960 and a market share of 11.3% and performed similarly in 2021 with over 278,740 travellers and a market share of 22.6%. As of June this year, the Maldives has welcomed 119,967 tourists to the country from India. During this period India ranked as the top source market in the country, contributing 14.8% of the total market share for 2022 so far. 

To maintain destination momentum, MMPRC has conducted several activities targeting this market in addition to participating in prominent fairs such as OTM 2022, SATTE 2022 and TTF 2022.

With the feedback and interest displayed by the Indian market before, during and after these events, MMPRC planned and conducted several joint campaigns with business leaders in the travel and tourism trade. This includes an outdoor advertising campaign promoting the destination in 5 different prime locations in the Delhi and Greater Noida area, with a total reach of approximately 7 million due to the great locations selected. The promotion was carried out from 1st May to 3rd June 2022, coinciding with SATTE 2022, and the locations where the Maldives was promoted were at a great intersection en route to SATTE and for general commuters travelling around the city, with a large number of people visiting locally and from different cities, to encourage them to visit the Maldives. 

MMPRC is currently conducting joint-marketing campaigns with Thomas Cook, PickYourTrail, and Vistara Inflight magazine, the last of which is conducted from May till October 2022.

Vistara is India’s only five-star rated airline, with an exclusive set of consumers and high recall value among travellers. The Vistara inflight magazine is designed for an elite and High Networth Individual (HNI) audience that wants to enhance their lifestyle, enrich their minds and widen their experiences through the lens of travel. The audience is young and includes celebrities and corporates who are keen to engage with content and media on different platforms.

Approximately 500,000 passengers travel through Vistara within a month, and this campaign will promote the Maldives as an ideal holiday destination and encourage the elite and HNI to consider our beautiful islands for their next holiday. The articles, advertisements, and advertorials placed in the magazine are expected to reach over 700,000 affluent readers, while the native story placed on the Vistara website is expected to have a minimum of 55,000 page views. Additionally, the Vistara newsletter reaching over 3 million subscribers will also carry advertisements to visit the Maldives. 

A team of media professionals representing various high-prominent Indian media outlets also visited the Maldives on a tourism familiarisation trip, from 13th to 19th June 2022. The team stayed in Kuramathi Maldives, The Residence Maldives and Noku Maldives. Officials from MMPRC visited Kuramathi Maldives to meet with the media team and discussed broadening efforts to further promote Maldivian tourism in the Indian market.

MMPRC also promoted the Romantic Side of Life to the Indian audience through a partnership with Wedding Affair magazine. Wedding Affair is one of the largest selling International Indian wedding magazines, targeted at the luxury and niche audience and read by almost over 50,000 loyal readers. The Maldives’ cover and 8-page advertorial reached a readership of some 870,000, and the online portion of the campaign reached over 48,500, putting the total reach of the campaign at 1,033,385. 

MMPRC also targeted potential travellers through the Radio medium, with a campaign with one of the most trusted agencies in India for radio campaign advertising, IAM Communications, for 2 weeks in July 2022. The campaign is executed in 8 key source markets: Delhi, Mumbai, Bangalore, Kolkata, Cochin, Trivandrum, Chennai, and Ahmedabad. The campaign comprises 180 spots in each of the 8 cities – 35,000 seconds of airtime during the campaign and 40 seconds of RJ mentions. The expected reach of this campaign is over 1 million. 

MMPRC’s strategies for the Indian market were crafted with a focus on strengthening the Maldives brand in all major cities. The strategy identifies channels to access the luxury market segment, which includes high-end magazines, highly-advertised roadshows in locations that appeal to the luxury market segment, and promotion of affordable holiday options through roadshows in more accessible locations for that specific market segment.

There is also a focus on targeted advertising for honeymooners and family holidays, greater B2B contact to generate awareness of guesthouse and affordable resort options, and using social media for brand promotion during holiday periods. 

MMPRC conducted several promotional activities for this market in 2021 as well, such as an e-learning campaign with 2HUB, Tri Campaign with Yatra & Go Air, and influencer and celebrity familiarisation trips, in addition to representing the Maldives in prominent fairs and exhibitions.

There are many more activities in the pipeline for this market for the remainder of the year, including TV promotions, radio campaigns, familiarisation trips and joint marketing campaigns with airlines, tour operators and travel agents. 

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BBM, Mamee Food Services partner to elevate Maldivian dining with Asian Cuisine Engagement Week

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Bestbuy Maldives (BBM), a key supplier to the Maldives’ hospitality industry, in partnership with Mamee Food Services, has launched the Asian Cuisine Engagement Week. The programme, running from 29th June to 4th July 2025, is designed to introduce premium Asian sauces to the Maldives foodservice sector and upskill culinary professionals.

The official launch was held on Monday at BBM’s venue partner, the Faculty of Hospitality and Tourism Studies (FHTS) at The Maldives National University (MNU). FHTS continues to be a key collaborator with BBM on industry events and culinary development. The event was attended by over 40 chefs from leading hotels and restaurants in Malé. Representatives from Mamee Food Services travelled to the Maldives to lead the session, which included live product demonstrations and technical training.

The focus of the initiative is the introduction of Mamee’s premium Asian sauces, including the Daebak range, which features a variety of Korean and East Asian flavours. The programme aims to support chefs in incorporating these new products into their menus, fostering innovation within commercial kitchens.

AVS Subrahmanyam, Chief Operating Officer of Bestbuy Maldives, commented on the initiative, stating, “Our goal is to be a strategic partner for the culinary community in the Maldives. This collaboration with Mamee Food Services is a direct reflection of that commitment. By providing access to new products and facilitating hands-on training, we are investing in the skills of chefs and supporting the evolution of menu offerings across the country. This initiative aligns with our broader strategy to continuously elevate the culinary standards in the Maldives.”

He added, “We believe that introducing high-quality, authentic Asian flavours through our partnership with a globally recognised brand like Mamee will provide a new dimension to the dining experience for tourists and locals alike. This reinforces BBM’s role as a trusted partner for global F&B brands seeking to make a mark in the Maldivian market.”

Jennifer Chee, Director of Food Service at Mamee Food Service, expressed her enthusiasm for the collaboration, stating, “We are incredibly excited to partner with Bestbuy Maldives to bring Mamee’s authentic Asian flavours to the vibrant culinary scene of the Maldives. This engagement week is a fantastic opportunity to showcase how our premium sauces, particularly the Daebak range, can inspire creativity and elevate dishes in professional kitchens.”

“We believe that by working directly with chefs and providing hands-on training, we can truly empower them to explore new culinary possibilities and deliver exceptional dining experiences to their guests. We look forward to seeing the innovative ways Maldivian chefs will incorporate our products.”

Following the launch in Malé, a dedicated follow-up session will be held at OBLU XPERIENCE Ailafushi for resort-based chefs. This session will include participation from properties within the Atmosphere Core group, providing hands-on training focused on the scalable integration of Mamee products into commercial resort kitchens.

Throughout the week, the culinary team from BBM and Mamee will conduct on-site visits and tastings at selected restaurants in Malé, offering further technical support and guidance.

This joint initiative between BBM and Mamee Food Services is set to drive menu innovation and provide culinary professionals in the Maldives with the tools and skills needed to meet evolving consumer tastes.

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2025 sees Maldives reach 1 million tourist mark in record time

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Maldives has welcomed its 1 millionth tourist of 2025 on 7th June 2025, the fastest that the country has achieved a million tourists in our nation’s history.

Kajal Singh, an Indian national, arrived in the Maldives today on IndiGo flight 6E 1131 at 12:55. She is visiting for her honeymoon at Bandos Maldives. This is her first trip to the Maldives.

Visit Maldives, in collaboration with the Ministry of Tourism and Environment and Maldives Airports Company Limited (MACL), hosted a special celebratory event at Velana International Airport to commemorate this remarkable achievement.

“This milestone fills us with immense pride, reflecting the successful culmination of our destination marketing initiatives that showcase the true essence of the Maldivian experience,” stated Minister for Tourism and Environment Thoriq Ibrahim. “Welcoming one million tourists with such unprecedented speed is a powerful indicator of our global appeal, and I extend my sincere appreciation to all the hardworking individuals across the tourism sector whose dedication made this achievement possible.”

In a gesture highlighting the nation’s commitment to environmental sustainability, the one millionth visitor, Kajal, was invited to participate in the “Five Million Trees Planting Program” initiated by President Dr. Mohamed Muizzu. Kajal planted a tree at Hulhulé as part of this nationwide effort to combat climate change, enhance biodiversity, and promote a greener Maldives for future generations.

“This achievement is a clear indicator that we are well on our way to attaining H.E President Dr Mohamed Muizzu’s national tourist arrival target of 2.3 million for this year,” said CEO & MD of MMPRC Ibrahim Shiuree. “We are thrilled to celebrate this milestone with all our stakeholders, whose dedication and hard work are invaluable. Our commitment doesn’t end here; we are continually working to enhance the Maldives’ tourism industry and ensure the Sunny Side of Life remains a dream destination for everyone.”

The arrival of the 1 millionth tourist in 2025 marks a proud moment for Maldivian tourism, symbolizing the robust momentum generated by MMPRC’s strategic promotional efforts. Building on the resounding success of the recent Arabian Travel Market (ATM) 2025, where the Maldives captivated the global travel trade community with its powerful and immersive showcase, this milestone highlights the effectiveness of our enhanced global visibility and affirmed key industry partnerships.

Complementing these efforts, the ongoing comprehensive Summer Campaign, with its multi-market strategy spanning Europe and key international markets, is actively driving increased visibility and stimulating early bookings for both the summer and upcoming winter seasons. MMPRC’s marketing initiatives such as high-impact campaigns, strategic partnerships, and targeted outreach are significantly enhancing the Maldives’ global brand, boosting booking confidence, and solidifying its position as a leading, year-round holiday destination.

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BBM: Stronger hospitality platform via Hotelier Maldives Awards, culinary development

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Since 1990, Bestbuy Maldives (BBM) has been at the core of the Maldives’ hospitality supply chain. More than a distributor, BBM has become a trusted partner in shaping talent, raising standards, and building long-term capacity across the industry.

That commitment continues in 2025 through its title sponsorship of the Hotelier Maldives Awards, and its growing investment in culinary development and cross-industry collaboration.

Supporting the Ecosystem, Not Just the Event

BBM is the preferred partner for over 60 international brands. However, its true value lies in how it supports the people behind the brands. From chefs and service staff to back-of-house professionals, BBM works across the sector to create real impact.

This year, the Hotelier Maldives Awards 2025 expands its recognition with four new categories:

  • Watersports Personality of the Year
  • Diving Personality of the Year
  • Airport Representative of the Year
  • Resort Manager of the Year

These additions reflect a simple belief. Everyone who shapes the guest experience deserves to be seen. Not just the visible few. Everyone.

Hotel Asia and the Rise of Culinary Confidence

For more than two decades, BBM has served as the main sponsor of the Hotel Asia Exhibition and International Culinary Challenge, endorsed by the World Association of Chefs Societies (WACS).

This platform has consistently raised the bar by bringing over 25 WACS A-Grade international jurors to the Maldives each year. Through this effort, local chefs get to test their skills on a global scale.

To further encourage excellence, BBM launched the Chairman’s Trophy, awarded annually to the most promising Maldivian chef:

  • 2023 — Chef Mohamed Adhil
  • 2024 — Chef Ahmed Mazim

Each name marks a growing movement. Maldivian chefs no longer compete to participate. They compete to win.

Backing Global Exposure for Local Talent

BBM has directly sponsored Maldivian chefs to represent the country at global events, including:

  • HOFEX 2017 in Hong Kong, where Chef Ahmed Fatheen and Chef Ismail Naseer earned silver
  • La Sial 2018 in Abu Dhabi, where Chef Mohamed Adhil won both gold and silver
  • FHA 2018 in Singapore, supporting emerging talent
  • Asian Pastry Cup 2018, where Chef Aminath Hameed was recognized as a pioneering female chef
  • Chinese Cuisine World Championship 2019, where Chef Ahmed Mazim won bronze
  • World Chefs Congress and Expo 2022, where BBM sponsored six MNU students under its Building Young Talent initiative

Creating Spaces for Knowledge Transfer

Beyond competitions, BBM hosts world-class chefs to lead pro bono Masterclasses, including:

  • Chef Bruno Ménard, holder of three Michelin stars
  • Chef Edwin Leow, gold medalist at the IKA Culinary Olympics

These sessions are designed to be open, practical, and rooted in the everyday reality of resort kitchens.

Recognition with Purpose

BBM’s sponsorship of the Hotelier Maldives Awards 2025 is part of a larger support system. These awards are not marketing. They are memories. They capture the faces, names, and efforts of those who make the Maldives one of the most admired hospitality destinations in the world.

“When people are seen, they rise,” said Ali Afrah Hassan, Head of HR, Admin, and Corporate Affairs at BBM. “This platform is our way of saying you matter. Not just once a year, but every day you show up to serve.”

Whether through product support, recognition, training, or infrastructure, BBM is building something larger than supply chains. It is helping shape the culture of Maldivian hospitality.

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