Insiders
Positive Growth in Tourism for the First Quarter of 2012
Maldives Promotion House – Maldives Marketing & Public Relations Corporation (MMPRC) has released the inbound market analysis for this year. According to the report a total of 255,867 tourist arrivals were registered from January to March 2012. This is an increase of 3.3 percent compared to the same period in 2011.
Central and Eastern Europe recorded a growth of 15.7 percent, Western Europe registered 10 percent, East Mediterranean Europe recorded 30.6 percent, North East Asia 12.8 percent, South East Asia 12.1 percent, Oceania 26.2 percent, Americas 8.8 percent, and Middle East 77.8 percent.
However, Southern Europe the centre of European Economic crisis recorded a negative growth of 24.9 percent. Northern Europe also recorded -9.2 percent mainly due to economic recession in the UK.
Germany
26,355 arrivals were registered form Germany for the first quarter of 2012. This is a 20.4 percent positive growth compared to the same period in 2011. With these favourable figures, Germany ranks the third largest market to the Maldives with a market share of 10.3 percent. The reasons for the increase in arrivals are the strong economic conditions in Germany together with the increase in frequency of flights between the two countries.
Switzerland
11,803 arrivals were registered form Switzerland in the first quarter of 2012. This is a 24.5 percent growth compared to the same period in 2011. The reasons for increase in arrivals from Switzerland are due to its healthy economy and easy connectivity and direct flights from Zurich.
China
The total arrival from China market for the period January to March is 46,662 which is a 16.4 percent growth. Although there is a positive growth in the overall arrivals, the number of tourists who visited the Maldives decreased in February and March due to cancellation of charter flights. The Chinese market is expected to perform well in the upcoming months due to resuming of charter airlines with more frequency and flights from additional cities and strong demand for Maldives. The tour operators’ forecast indicates a phenomenal growth in June and July. Recent road shows in five major Cities in China have built visitor and investor confidence in the Maldives. Chinese market is expected to remain by far the largest source market for Maldives.
Russia
The first quarter of 2012, the Russian Market registered a total of 19,919 arrivals with a positive growth of 19.7 percent contributing to 7.8 percent of the market share. Russian market remains unaffected despite the recession in Europe. Eastern European region remains the most important emerging market for Maldives. Maldives took part in MITT Russia fair in March 2012. Russian Market is expected to perform well in the coming months.
South Korea
The total arrival from South Korea market for the period January to March is 4,329 is a 21.7 percent growth. South Korea Market is expected to perform extremely well this year. There is possibility of direct flights from South Korea to Maldives which would further boost the market. Maldives representation at Korean Expo 2012 to be held in Yeosu and KOTFA Fair to be held in Seoul is likely to energize the Korean market.
France
For the first quarter of 2012, Maldives had a total of 25,195 arrivals from France, which is a reduction of -1.3 percent compared to the same period in 2011. French market contributes a total of 9.8 percent to the total market share. France is second most important market in Western Europe after Germany. The slight reduction in the French market is due to the European economic crisis and being the presidential election year in France. Despite the slight reduction, the French market is an important market which has the potential to record a positive growth end of the year.
UK
When comparing the arrivals figures for the past five years, UK registered the highest arrival figures in 2008 accounting for 116,821 visitors. In 2009, the figure dropped to 105,950 and in 2010 there was a slight increase to 114,158 again a reduction in 2011 accounting for 104,508 visitors. Due to economic recession in the UK, the total arrivals from UK market for the first quarter of 2012 registered 24,395 which is a 12 percent decrease. The British market will continue to experience declines to 2015 largely because of the economic recession. UK economy enters recession after contracting for second consecutive quarter. GDP fell by 0.2 percent in first quarter of 2012. According to UNWTO, UK (Longhaul) outbound market is expected to contract in 2012.
Italy
In the first quarter of 2012 Italy recorded a total of 26,939 visitors to Maldives which accounts for 10.5 percent of market share. The Italian market is the hardest hit market for Maldives due to economic crisis in Italy. The decline in arrival figure is also due to closure of club style resorts in Maldives. It is also linked to bankruptcy of major tour operators in Italy. Italian market is not expected to perform well this year. Strict fiscal policies of Italian government also discourage longhaul outbound tourism.
Japan
The total arrivals from Japan for the first quarter of 2012 are 8,114 which is 5 percent decline. Japan market has been a stagnant market for the past 5 years. 2011 earthquake and the tsunami in Japan is a major factor of the decrease in arrivals to Maldives. In order to increase arrivals from Japan it is vital that we re-strategize market segmentation and product adaptation.
India
During the first quarter of 2012 Maldives recorded a total of 6,179 arrivals from India, which is a10.4 percent decline compared to same period of 2011. India contributes 2.4 percent of the total market share of the Maldives tourism. The reason for the market decline in India is financial difficulties faced by some of the airlines. Limited air connectivity between major Indian cities and Maldives is also hindering factor in growth of Indian market. However, it is expected Indian market will perform favourably in the upcoming months.
Austria
7,152 arrivals were registered form Austria from January-March 2012. This is an 11.4 percent growth compared to the same period in 2011. Although Austria is a small market, with its favourable economic conditions and high percentage of the population with disposable income and propensity to travel, the market has maintained a positive growth.
South East Asia
In terms of population the main countries in the region are Indonesia, Malaysia, Philippines, Singapore and Thailand. 4,515 arrivals were registered between January to March 2012. This is a 12.1 percent increase to the same period in 2011. South East Asian market shares 1.8 percent of the total arrivals to the Maldives.
Americas
USA is a huge market that needs to be tapped into with the right strategy. Many of the obstacles that have been faced include the distance and lack of direct and convenient routes topped with the lack of marketing budget to launch an aggressive campaign to penetrate to this market. Despite the obstacles, 3,566 arrivals were registered from the USA from January to March. This is a 6.6 percent increase compared to the same period in 2011. Much interest has been generated amongst the Americans with the emerging trend in live aboard cruises in the Maldives.
Middle East
The first quarter of 2012 Maldives attracted a total of 4,344 arrivals from Middle East market which recorded an unparalleled growth of 77.8 percent compared to the same period last year. In particular it is important to note the exceptional growth from the Saudi Arabian market.
The opening of Middle Eastern based hotel chains in Maldives is a contributing factor for the positive growth. Middle East remains as 1.7 percent of the total market share.
Spain and Portugal
The first quarter of 2012 Maldives attracted 1219 and 609 from Spain and Portugal respectively. A decrease in outbound travel from Spain has been observed by 1.33 percent compared to the same period in 2010. Historically these two markets have been relatively small markets for Maldives.
South Africa
The total arrival from South Africa market for the period January to March is 576 is a 21.2 percent decrease. South Africa is a potential market with better air connectivity.
Northern Europe
The total arrival from Denmark, Finland, Norway and Sweden market for the period January to March is 1,237, 596, 800, 1,866 respectively. Denmark and Norway showed a positive growth where as there is decline in Finland and Sweden market. Scandinavian economies are recovering their former level of economic growth and are expected to maintain sound growth in coming years. The main obstacle for the market growth is the limited air connectivity. With better air connectivity these are potential markets to the Maldives.
Easter Mediterranean Europe
The total arrivals from Israel recorded 713 during the first quarter of 2012 which is a growth of 61.7 percent compared to same period last year. Turkey also recorded a positive growth of 20 percent accounting for 1,088 visitors to Maldives. The reason for the growth in Turkish market is the opening of Turkey owned resort in Maldives. Turkey also remains an extremely potential market with better air connectivity. Charter operations are expected from Turkey during the year which would contribute to the positive growth.
Maldives has a target of attracting 1 million tourists during 2012. A strategic digital and social media campaign is in place. Road shows and other strategic marketing activities are been planned for the year ahead. Maldives Marketing & PR Corporation has a policy to carry out joint promotions and marketing campaigns with airlines, tour operators and other stakeholders.
Insider Reviews
Discovering The Machchafushi Universe through sight, sound, scent, touch and flavour
At Machchafushi Island Resort & Spa Maldives, The Centara Collection, the island is not simply the setting for the guest experience. It is the experience itself. Set within the South Ari Marine Protected Area (SAMPA), Machchafushi, meaning ‘Fish Island’ in Dhivehi, is defined by its relationship with the surrounding ocean, the life that inhabits it and the traditions that have shaped its identity.

Once a secluded, uninhabited island, Machchafushi has evolved while retaining its connection to the natural environment and cultural character of the Maldives. Today, its award-winning house reef, five times the size of the island, creates an underwater world inhabited by more than 1,000 species of reef fish and more than 200 varieties of coral. Beyond the reef, the waters of South Ari Atoll offer year-round opportunities to encounter whale sharks, manta rays and other marine life, while the 52 metre Kudhi Maa shipwreck has become a thriving underwater habitat of its own.

This sense of place forms the foundation of The Machchafushi Universe, a sensory expression of the island that invites guests to experience Machchafushi through sight, sound, fragrance, touch and flavour. Here, the senses are not experienced in isolation. The colour and movement of the reef are accompanied by the rhythm of the ocean, the feel of warm water against the skin and the salt carried by the breeze. Later, the flavours of the sea and the wider island find their way to the table. Together, these impressions create a deeper connection with the destination.

“Machchafushi has always had a character of its own. It comes from the environment around us, from the marine life and the reef, from the Banyan Tree and the traditions connected to it, and from the people who bring our experiences to life. The Machchafushi Universe gives us an opportunity to bring these elements together and allow guests to experience the island in a more meaningful way, through all of their senses,” said Francesco Pompilio, Cluster General Manager, Machchafushi Island Resort & Spa Maldives and Centara Ras Fushi Resort & Spa Maldives.

The experience begins with what can be seen. Beneath the surface, coral gardens come alive with reef fish, turtles, stingrays and reef sharks, while the Kudhi Maa shipwreck rests between 52 metres beneath the surface, its structure now covered in coral and inhabited by glassfish, trevally, snapper, lionfish, batfish and groupers. Around the atoll, encounters with whale sharks and manta rays offer a different perspective on the scale and diversity of the marine environment.

Above the water, the island reveals another landscape. The more than 200-year-old Banyan Tree, known as the Ummeedhu Tree in Dhivehi, meaning ‘Wish Fulfilment’, stands at the heart of the island, its roots reaching deep into the earth and its branches extending towards the sky. The changing light across the lagoon, the movement of birds through the vegetation and the shifting colours of the ocean create a visual landscape that changes naturally throughout the day.

Sound gives the island its rhythm. Along the shoreline, waves move across the reef, birds call from the vegetation, and the breeze moves through the palms. Beneath the surface, the soundscape becomes quieter, shaped by the movement of water, the rhythm of breathing and the subtle sounds of a living reef. A snorkel across the house reef or a dive to the Kudhi Maa becomes as much an auditory experience as a visual one, bringing guests into a world where the sounds of the island recede and the ocean takes over.

The human rhythm of Machchafushi adds another layer. The preparation of a Thai dish at Suan Bua, the movement of a traditional wellness treatment and the unhurried pace of service create their own sounds across the island. Together, they form an understated soundtrack to a place shaped as much by moments of stillness as by discovery.

Fragrance carries the character of the island on the breeze. Salt air and sea spray accompany the shoreline, while coconut, coastal vegetation and the earth beneath the island offer subtler notes further inland. The scent of freshly prepared ingredients emerges from the kitchens, while at SPA Cenvaree, natural aromas meet the traditions of Thai wellness through essential oils, botanical ingredients and traditional Thai treatments.

Touch offers perhaps the most immediate connection with Machchafushi. Bare feet meet warm sand, cool water moves across the skin and the gentle resistance of the sea changes with every stroke. Entering the water for a snorkel or dive creates a physical connection with the underwater world, from the sensation of descending through the water column to the changing currents around the reef. Kayaking and paddleboarding offer another way to experience the lagoon, allowing the surface of the water to become part of the journey.

On land, touch takes on a quieter character. Traditional Thai massage and wellness treatments at SPA Cenvaree centre on movement, pressure and balance, while beneath the Banyan Tree, the Sacred Thread Ceremony offers a more personal connection through a simple cultural ritual. In different ways, each experience brings guests closer to the island.
Flavour completes the sensory journey, reflecting the diverse influences that form part of Machchafushi’s identity. At Suan Bua, traditional Thai cuisine is presented through authentic flavours and techniques, while Mare Azzurro Italian Coastal Cuisine draws on the simplicity and character of Italian coastal cooking. The Reef presents an indulgent all day dining experience, with a variety of world cuisines served buffet style, from local Maldivian specialities to international favourites.

At Aqua and Coral Bars, classic cocktails meet island inspired signatures, adding another expression of the destination to the glass. Beyond the restaurants and bars, dining experiences bring cuisine into the island landscape, allowing the setting itself to become part of the occasion. From the waters surrounding Fish Island to the flavours served upon it, the connection between Machchafushi and the sea finds its way naturally to the table.
A first snorkel may reveal a turtle moving across the reef or a reef shark passing through the shallows. Further exploration brings coral formations, schools of tropical fish and the quiet presence of the Kudhi Maa. For experienced divers, sites such as Kudarah Thila, Broken Rock, Dhigurah Beyru and Maamigili Corner offer opportunities to encounter a wider range of marine life and underwater environments. Night snorkelling introduces yet another dimension, revealing a reef transformed after dark.

For those venturing further into the atoll, whale shark encounters offer a profound sense of scale. South Ari is renowned for year round whale shark sightings, allowing guests to experience these gentle giants in their natural environment. Manta rays, turtles, sharks and schools of tropical fish add to a marine landscape that is constantly moving and evolving.
Together, these experiences form a more complete expression of Machchafushi. The island is not defined by a single attraction, restaurant or wellness ritual, but by the relationship between its natural environment, cultural heritage, marine life and the people who bring the destination to life.
Machchafushi is, ultimately, an island that reveals itself gradually. Not through a single moment, but through the accumulation of sensory impressions that stay long after the experience itself has passed.
Awards
Maldives’ first island-to-island zipline receives global excellence award
Zipline Maldives, the first island-to-island zipline in the Maldives, has received the Global Excellence Award for “World’s Most Beautiful Zipline – Maldives” at the Global Brand Awards 2026.
The recognition was presented as part of Season 2 of the Global Brand Awards, Sri Lanka Chapter. The certificate of achievement was presented to Ibrahim Asim of Vahmaafushi Picnic Island, recognising the project’s contribution and performance.

Located in South Malé Atoll, Zipline Maldives connects Maafushi with neighbouring Vahmaafushi, taking riders across 428 metres of open ocean between the two islands. The attraction, which opened earlier this year, introduced an island-to-island zipline experience to the Maldives and has added a new adventure tourism offering to the country’s local island sector.
The ride takes approximately 45 to 60 seconds and operates on two parallel lines, allowing two people to travel side by side. According to Zipline Maldives, more than 2,000 riders from over 50 countries have used the attraction since its launch.
The experience begins in Maafushi and crosses the lagoon to Vahmaafushi. A standard booking includes the 428-metre zipline ride, safety briefing and equipment, a return speedboat transfer, a welcome drink and access to Vahmaafushi Island. The attraction is open to riders aged six and above, subject to a weight range of 40 to 110 kilograms and operating conditions.

Vahmaafushi was developed as an experience-focused island close to Maafushi, combining the zipline with beach visits, dining, private celebrations and other island activities. Located around two minutes from Maafushi by boat, the island forms part of efforts to expand the range of experiences available to visitors staying in one of the Maldives’ largest local tourism destinations.
The zipline was introduced commercially in May 2026, with its operators positioning the over-ocean crossing as a new attraction for tourists and residents. Its location near Maafushi also allows visitors staying in the wider South Malé Atoll area to incorporate the activity into day excursions.
The Global Excellence Award marks an international recognition for the attraction within months of its opening, as local tourism operators continue to introduce experience-based activities alongside the Maldives’ established accommodation and marine tourism offerings.
Action
Maldives’ Dhigurah ranked among world’s 10 most valuable beaches
Dhigurah in Alifu Dhaalu Atoll has been ranked among the world’s 10 most valuable holiday beaches, with its stretch of sand assigned an estimated value of MVR 2.9 billion (€162.7 million) in a study by luxury villa holiday specialist CV Villas.
The island placed eighth in the global ranking, ahead of Seven Mile Beach in the Cayman Islands and Copacabana in Rio de Janeiro, Brazil.
The study calculated the hypothetical cost of owning some of the world’s best-known beaches by valuing the sand as coastal land. The figures do not represent sale prices or suggest that the beaches are available for private purchase.
Dhigurah was the only Maldivian beach included in the global top 15. Known for its long sandbank and proximity to whale shark habitats in South Ari Atoll, the inhabited island has become a destination for guesthouse tourism, diving and marine excursions.
Florida’s Siesta Beach topped the global ranking with an estimated value of €1.08 billion, followed by Pampelonne Beach in France at €843 million and Praia da Falésia in Portugal at €573.2 million.
Grace Bay in the Turks and Caicos Islands was ranked fourth at €376.4 million, while Bondi Beach in Sydney completed the top five with an estimated value of €365 million.
Hannah Marshall, luxury travel destination expert and marketing manager at CV Villas, said the research highlighted the role of location in determining coastal land values.
“Everyone has a beach that means something to them, so there’s something fun about seeing what those stretches of sand might be ‘worth’ if you valued them like the land behind them,” Marshall said.
“What comes through is how much location drives the figure: a beach in St-Tropez or on Siesta Key carries a value that a quieter shore — even just as beautiful — simply won’t.”
While Siesta Beach had the highest total estimated value, The Baths on Virgin Gorda in the British Virgin Islands recorded the highest value per square metre, at €8,846. Princess Diana Beach in Barbuda was the most affordable beach assessed, at approximately €199 per square metre.
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