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Maldives showcased at one of India’s largest MICE tourism events MILT Congress

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Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has represented the destination at one of India’s largest MICE related tourism events, MILT Congress 2022. 

This year’s MILT congress was held at JW Marriott Mumbai Juhu, from 13-14th July 2022. The MICE India & Luxury Travel Congress (MILT) is defined as the “it” event where the world gets to meet Indian MICE & luxury travel buyers. It provides the perfect opportunity for potential destinations and tourism service providers to market their products to India’s USD 93 billion outbound business travel market and USD 45 billion outbound tourism market.

Over the past years, MILT has gained a reputation for bringing together carefully vetted Indian MICE buyers to meet international suppliers. Visitors to the event include; corporate travel decision makers; potential investors in the field of hospitality; leisure and travel industry; top outbound Indian travel agencies and luxury buyers; film production houses; and destination wedding planners.

MMPRC participated in this event to market ways b+leisure travellers can “Redefine MICE” events in the Maldives. Through the participation, MMPRC was able to promote tourism products (resorts, hotels, guesthouses and liveaboards), the scattered geography of the islands, and the privacy, safety and unique experiences the destination offers to visitors of all segments. 

Participation in this event also came as part of MMPRC’s marketing strategy for the Indian market, which is based on conducting ambient campaigns to strengthen Maldives’ brand in all major cities, identify channels to access the luxury market segment, promote affordable holiday options, and focus on specific advertising for honeymooners and family holidays, combined with guest house stays. 

As of 8th June 2022, India is the leading source market for the Maldives with over 104,800 tourists visiting the destination from this market. India contributed 14.3% to the market share from the total 732,884 arrivals recorded to the Maldives during this period. India was also the largest market in 2021 with over 278,740 travellers and a market share of 22.6%. Similarly, India was the largest market in 2020 with an arrival figure of 62,960 and a market share of 11.3%.

MMPRC has been holding several activities targeting this market including E learning campaign with 2HUB, influencer & celebrity familiarisation trips, participation in fairs such as OTM 2022, Satte 2022, and TTF 2022, as well as series of special Maldives Roadshows in different Indian cities.

Ongoing activities for this market include digital campaigns with Thomas Cook, PickYourTrail, and promotion on Vistara Inflight magazine. Upcoming activities planned by MMPRC for the Indian market include TV promotions, radio campaigns with top radios, JMP with airlines, Tour Operators and Travel Agencies. 

MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarisation trips, marketing campaigns, webinars, and interviews. The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travellers from all over the globe. 

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Minor Hotels to open NH Collection Maldives Reethi Resort in Baa Atoll in 2025

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Minor Hotels, in partnership with a private equity fund managed by Ares Management, has announced the upcoming rebrand of Reethi Beach Resort as NH Collection Maldives Reethi Resort, set to re-open in Q4 2025 after an extensive renovation.

The 129-key property is set on a lush island in Hanifaru Bay within the Baa Atoll. Just a 35-minute seaplane flight from Velana International Airport in Male, the resort offers easy access to the atoll’s unspoiled beauty, home to manta rays, whale sharks, turtles, and an abundance of vibrant marine life.

Reethi Beach Resort will remain open until 25th April 2025, after which it will close for six months to undergo its transformation into NH Collection. The renovation, the most significant in the resort’s 25-year history, will include upgrades to the villas, dining outlets, and leisure facilities while preserving the lush island’s natural beauty.

NH Collection Maldives Reethi Resort will offer a mix of on-land and overwater villas that cater to the needs of a wide range of travellers. With 10 distinctive food and beverage outlets, including all-day dining venues, specialty restaurants, and bars, the resort will offer something for every taste. The resort offers diverse water activities in the Baa Atoll and its house reefs, including diving, snorkelling, fishing, and water sports. On land, guests can unwind at the spa, lounge by the pools, or stay active with tennis, badminton and squash courts plus a fully equipped fitness centre.

“We are excited to partner with Ares Management to introduce a fresh chapter for Reethi Beach Resort under the NH Collection brand. Renowned for its breathtaking marine life, this iconic destination will offer guests an unparalleled Maldivian experience, with enhanced offerings and sustainability at the forefront. We look forward to unveiling the reimagined NH Collection Maldives Reethi Resort in late 2025,” Puneet Dhawan, Head of Asia at Minor Hotels, said.

“For over 25 years, Reethi Beach Resort has been a sanctuary of tranquillity in the Baa Atoll, offering guests a truly authentic Maldivian retreat. We believe our collaboration with Minor Hotels will redefine this legacy, elevating the resort’s appeal while preserving the essence of its natural beauty and heritage. We are excited about our shared future and what we will accomplish together,” Kieran Bestall, Managing Director in Ares Asia at Ares Management, added.

The premium brand property will join Minor Hotels’ two resorts in the Baa Atoll – Anantara Kihavah Maldives Villas and Avani+ Maldives Fares Resort – offering guests a more accessible way to experience one of the Maldives’ richest marine ecosystems. NH Collection Maldives Reethi Resort will be Minor Hotels’ ninth property in the Maldives and the second NH Collection property, alongside NH Collection Maldives Havodda Resort, which opened in 2023 in Ghaafu Dhaalu Atoll.

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BBM, Vismark bring Southeast Asian culinary mastery to Maldives resorts

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BBM’s recent collaboration with Vismark Food Industries brought Southeast Asian culinary innovation to the Maldives, with a series of successful live cooking demonstrations across 11 resorts. Vismark, known for its commitment to high-quality food solutions, specializes in developing premium ingredients and ready-made culinary products.

Led by Chef Samson Lin (Head of Culinary Development) and Chef Kent Lim – at Vismark lead the demos that showcased dishes like Dumplings, Pau, and Satay capturing the imagination of resort chefs eager to integrate these flavors into their menus.

“The response from the chefs was phenomenal,” remarked Chef Samson Lin. “Their passion for learning and embracing new flavors truly stood out.”

BBM’s Resort Sales team facilitated the sessions, ensuring seamless engagement between the chefs and the culinary experts. Each resort’s participants were eager to adapt these Southeast Asian flavours into their own kitchens, with practical takeaways and a renewed sense of culinary creativity.

Reflecting on the event’s success, AVS Subrahmanyam, Chief Operating Officer of BBM, said: “This partnership with Vismark is a testament to our commitment to bringing world-class culinary experiences to the Maldives. The level of engagement from the resort chefs exceeded our expectations, and we’re excited to see how these new flavours will enhance guest dining experiences moving forward.”

Chef Kent Lim shared his thoughts, adding, “The interaction and feedback from the chefs were invaluable. They were not only open to new ideas but also committed to perfecting them for their guests.”

The demonstrations, held from September 8 to 19, 2024, provided participants with fresh inspiration. The overwhelmingly positive feedback from the chefs has set the stage for these Southeast Asian flavours to become a standout feature in resort dining across the Maldives.

BBM’s continued efforts to collaborate with global culinary experts like Vismark reflect their dedication to pushing the boundaries of fine dining in the Maldives, elevating resort experiences one dish at a time.

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Hotelier Maldives GM Forum 2024 to host panel on leveraging Maldives’ unique selling points

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The Hotelier Maldives GM Forum 2024, scheduled to take place on September 19 at CROSSROADS Maldives, will include a panel discussion, titled ‘Leveraging the Maldives’ Unique Selling Points.’ This session at the GM Forum, the largest gathering of hospitality professionals in Maldives, will focus on how the Maldives can maintain its position in the competitive luxury travel market by capitalising on its unique attributes.

The panel will be moderated by Aishath Ihuma, Director of Business Development at Reollo Investments. The discussion will feature a diverse group of experienced professionals from the hospitality industry, including:

  • Rajesh Mehta, Chief Business Officer of Ooredoo Maldives
  • Ibrahim Inad, Director of Sales & Marketing, Oaga Resorts
  • Alexander Treager, General Manager of SAii Lagoon
  • Andrew Jansson, Cluster General Manager of Centara Mirage Lagoon Maldives and Centara Grand Lagoon Maldives

The session aims to address several key questions surrounding the Maldives’ position as a luxury destination. Panelists will discuss what they believe are the top three unique selling points (USPs) of the Maldives, and how the country can differentiate itself from other luxury destinations within the Indian Ocean and beyond.

The discussion will cover marketing strategies for resorts to effectively showcase their unique offerings to attract high-end travellers, including the role of digital marketing. The panelists will share insights into the unique experiences and services that set their respective resorts apart and how they align with the luxury expectations of their clientele.

The session will also explore the challenges faced by resorts in maintaining and promoting their USPs and how the Maldives can overcome these challenges to continue attracting luxury travellers. Looking ahead, the panelists will discuss emerging trends in luxury travel and how the Maldives can adapt to stay ahead of the competition.

The discussion will conclude with closing remarks from the panelists, followed by an interactive Q&A session with the audience. This panel promises to provide valuable insights into how the Maldives can continue to thrive as a premier luxury destination.

This year’s GM Forum, now in its eighth edition, will focus on ‘The Evolving Luxury Landscape’ in the Maldives. Industry leaders will discuss the future of luxury travel, including the new luxury traveller’s psyche, digital marketing, and sustainable practices. Topics will cover private islands, underwater experiences, and the opportunities and challenges faced by hoteliers in the country. The forum will feature diverse panels and interactive sessions, emphasising personalised guest experiences and local cultural integration. It aims to foster active participation and share innovative case studies from the luxury travel industry.

Sponsors and partners of GM Forum 2024 include:

  • Ooredoo Maldives: Digital Partner (Title Sponsor)
  • Bestbuy Maldives (BBM): Silver Sponsor
  • Dhivehi Insurance: Silver Sponsor
  • Fuel Supplies Maldives: Silver Sponsor
  • Maldives Airports Company Limited (MACL): Silver Sponsor
  • Manta Air: Aviation Partner
  • Male’ Aerated Water Company: Beverage Partner
  • Atmosphere Wellness: Wellness Partner
  • Souvenir Marine: Transport Partner
  • Printlab: Printing Partner
  • CROSSROADS Maldives: Venue Partner
  • Lights Out: Coverage Partner
  • Associate Sponsors: Alia Investments, Villa Hakatha, GAGE, Wyntronix, Uniforms Unlimited and Spa Ceylon Maldives

John Bevan, CEO of dnata Travel Group, will be the keynote speaker at the event.

Etienne Ng, Regional Director for Southeast Asia at Weixin Pay; Malik Mohamed, Director of Business Intelligence at Pulse Hotels & Resorts; Mohamed Jailam, CEO and Managing Director of technology company Javaabu and Co-Founder of DhivehiGPT; and, Mohamed Mihad, Chief Commercial Officer at Maldives Airport Company Limited (MACL) will also be featured speakers.

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