Business
Maldives and Middle Eastern tourists: Overview and what’s ahead
Dubai, UAE – The number of tourists visiting Maldives from the Middle East have declined over the years. Various stakeholders in the tourism industry have been working hard to revive this market. One such initiative undertaken by Maldives is to participate in the Arabian Travel Market (ATM), the largest tourism fair in the Middle East, currently underway in Dubai.
Going by what exhibitors at the ATM have said, the reasons for the market decline are many. The main reason is that the Maldives has lost a portion of the market when other countries that had been closed for Covid opened up.
Hasan Falih, director of Naalis Travels & Tours, said the Middle East market has been declining since last year’s low season.
“Other destinations, such as Bali and Thailand, opened up at very competitive prices. For example, the Saudi market is the most important. The Saudis are going to these places more often than here,” he said.
“Guests are very price sensitive now. If this is to be rectified, we have to promote the country in some other way to the Middle East.”
Falih said there are ways to do this and there is a lot of optimism about the market.
‘Should maintain prices’
Ahmed Mauroof, assistant director of sales at Coco Collection, also said tourist arrivals from the Middle East market started declining as other competitive markets opened up.
While other markets opened at lower prices compared to the Maldives, he said the Maldives is still a very different tourist destination.
“However [even if competitors bring down the price], Maldives is a unique destination. It would be better to maintain prices as a destination. More resorts are also coming up. Airports are also completed and it will be better if the supply increases,” he said.
“If you look at the market in the Middle East separately, the Maldives already has new opportunities for tourists in the region. Flights from the Middle East are also increasing. Earlier, we used to have national carriers like Qatar, Emirates and Gulf Air. Now, Saudi’s budget airline is also starting. Wizz Air has begun too.”
According to official figures, Saudi Arabia brought the highest number of tourists from a single country. However, between January and March, the number of tourists arriving from the country dropped by 41% compared to the same period last year.
In contrast, there has been a significant increase in the number of tourists coming in from Kuwait.
Middle East Top 5 markets (January-March 2023):
- Southee – 6,000
- Kuwait – 3,308
- UAE – 1,950
- Egypt – 1,266
- Qatar – 1,221
‘Expanding marketing; providing tourists with more options’
Another exhibitor, who spoke on condition of anonymity, said that Middle Eastern tourists are increasingly visiting destinations in Eruope.
“Saudi travel agencies, for example, are now promoting European destinations. The flights are cheaper and the journey is short,” he said.
“They can spend two weeks at these destinations by paying that same amount they spend four nights in the Maldives.”
When asked what the solution is, he said that more than anything else, the Maldives should be expanding marketing activities.
“It’s not just about attending fairs. Even if we participate in familisation trips and fairs, we don’t get such big events. We need to increase marketing activities and attract tourists to the country,” he said.
Another point he made was that some resorts in the Maldives did not meet the requirements of Middle Eastern tourists.
“These people want rooms with a pool, floating breakfasts, sheesha and privacy,” he said.
“Privacy is not be available in some resorts. The rooms are much closer to each other.”
Muslim Hilmy, vice-chairman of Brennia Kottefaru Resort, said that Dubai and Maldives were among the first tourist destinations to open after Covid, but now that other countries are open, there are different ways and places for tourists.
In order to expand the Middle Eastern market, Hilmy also said marketing activities need to be carried out more vigorously. We also need to look for new markets, he said.
“The number of resorts and beds are on the rise. You have to market it at par. We also need to find new markets,” he said.
“For example, if you look at the Russian market, other destinations are also trying to attract Russian market. If you don’t give push to the Russian market, or you can’t do [enough] to market the country there, then there’s a fear of market decline. It’s been two months or three months since China opened up. But we still can’t get close to what the China market was before the pandemic in the country.”
Noting that the Maldives is a popular destination, he said tourists always come to the Maldives during the winter season. The markets available for the summer season are in the Middle East, China, India and East Asia.
“If the country is strongly advertised in these places, we will be able to keep the market from going down even during the summer season,” he said.
One of the most expensive markets: MMPRC
Managing Director of MMPRC Thoyyib Mohamed said the company is trying to promote the Maldives in more than 15 markets.
“Compared to other major top 10 destinations, the cost of marketing and promotion here is very high. That’s because in terms of cost, campaigns are expensive,” he said.
Here are some of MMPRC’s efforts to promote Maldives in this market:
- Hosting road shows
- Campaigns with large tour operators and airlines (e.g., Qatar Airways and Emirates)
- Outdoor campaigns such as installing billboards
- Social media campaigns in association with groups
“This is one market we need to concentrate on. However, this market is very different. Even if there are few people coming in, the return is enough for our industry in terms of finances,” Thoyyib said.
On the first day of the ATM fair, MMPRC also met with a Saudi team regarding the promotion of the Maldives.
“They also want to join hands with us for campaigns. There is a benefit [for them] with it as well. They also want to handle more Umra groups. Similar discussions were held today,” Thoyyib said.
“After the Saudi meeting, we understood something valuable. God willing, we will try to carry out more activities for the rest of the year.”
Budget constraints
MMPRC has always been concerned about the fact that they are allocated less than an adequate budget to promote the Maldives as a tourist destination. Thoyyib reiterated the same concern.
“The budget is not enough. However, we are trying to see if we can make do with what we have received. If more work is to be done, the current budget is not enough,” Thoyyib said.
“Especially in the last two years, for example, from participating in fairs like these, the cost of building this place [pavilion] has increased by about 10% at least. That’s why we have to spend a lot on these kinds of physical activities. No matter how costly the event is, we are always doing it as a service as this is the platform for the people of the industry.”
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.
Dusit International, one of Thailand’s leading hotel and property development companies, has announced the opening of Feydhoo Hall, a landmark event venue at dusitD2 Feydhoo Maldives, redefining the possibilities for meetings, celebrations, and destination events in the Maldives.
Designed to bring scale, flexibility, and creativity to island gatherings, Feydhoo Hall represents a bold step forward in positioning the Maldives as a dynamic destination for conferences, weddings, and large-scale social occasions.
Feydhoo Hall offers a versatile event complex designed to accommodate a wide range of gatherings, from corporate meetings and conferences to weddings and social celebrations.
At its core is the 390 sqm Main Hall, capable of hosting:
- Up to 300 guests in theatre-style setup
- Up to 240 guests for dining and banquet-style events
- Up to 200 guests for cocktail-style receptions
- Up to 144 guests in cluster-round configuration
Enhancing the flexibility of the venue are additional dedicated spaces, including:
- A 110 sqm Veranda Terrace, ideal for welcome receptions, breakout sessions, and pre-event gatherings, accommodating up to 100 guests for cocktail-style events.
- A spacious 1,000 sqm Lawn Space, perfect for large-scale outdoor celebrations, destination weddings, and open-air events, accommodating up to 400 guests for cocktail receptions and up to 350 guests for dining setups.
- The 55 sqm Ekugai Meeting Room, designed for smaller meetings and executive sessions, accommodating up to 30 guests in theatre or dining setup and 24 guests in cluster-round format.
Together, these integrated spaces create a seamless indoor-outdoor event experience, allowing planners to design dynamic and personalised event journeys.
True to the dusitD2 brand’s lifestyle-driven philosophy, Feydhoo Hall introduces a fresh approach to meetings and events — where productivity meets creativity in an inspiring island setting.
The venue offers flexible meeting formats designed to suit different event needs, including:
- Half-Day Meeting Package (4 hours) — ideal for focused sessions, executive meetings, and creative workshops.
- Full-Day Meeting Package (8 hours) — designed for immersive conferences, extended workshops, and large-scale corporate gatherings.
These thoughtfully structured packages provide planners with the flexibility to create impactful and seamless experiences, whether hosting intimate strategy sessions or dynamic full-day events.
Located just seven minutes by speedboat from Velana International Airport, dusitD2 Feydhoo Maldives combines accessibility with vibrant lifestyle energy, offering event planners and guests a rare balance between convenience and tropical escape.
With the introduction of Feydhoo Hall, the resort strengthens its position as a versatile destination — not only for leisure travellers but also for international conferences, creative retreats, luxury weddings, and large-scale social celebrations seeking something refreshingly different in the Maldives.
Bestbuy Maldives (BBM) opened a new wholesale store in Hulhumalé Phase 2 on Monday.
The outlet is located on the ground floor of Lot 20286, Nirolhu Magu, and is intended to improve access to BBM’s imported goods for residents of Hulhumalé Phase 2 and for businesses operating in the area.
According to the company, the opening forms part of its plan to expand services closer to customers in line with population growth in Hulhumalé.
With the opening of the new store, BBM’s full range of imported and distributed products will be available at the Hulhumalé Phase 2 location. These include consumer goods from international brands such as Lifebuoy, Vaseline and Unilever.
The store will also stock wholesale food products from brands including Daily, Cavin’s and Redman.
BBM has supplied goods to resorts, hotels and retail outlets across the Maldives for several years.
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