Business

Maldives and Middle Eastern tourists: Overview and what’s ahead

Published

2 years ago

May 3, 2023

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.”

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Atmosphere Core appoints Maurice Van Den Bosch as GM of RAAYA by Atmosphere, Milan Mookerjee as VP of Human Resources

Published

1 month ago

October 17, 2024

m@ldives

International hospitality company Atmosphere Core has announced the appointment of Milan Mookerjee as Vice President of Human Resources.

This appointment reflects Atmosphere Core’s ongoing commitment to enhancing guest experiences and fostering a people-centric culture across its portfolio of three brands and nine resorts.

Veteran Human Resources leader, Milan Mookerjee will oversee talent management and employee growth initiatives across the Atmosphere Core’s resorts in the Maldives. With over 15 years of industry experience, Milan is a seasoned professional known for aligning HR initiatives with business goals and fostering a human-centric culture.

Reflecting on his approach to human resources, Milan said, “Leadership is a privilege that we owe to our team. Intentionality with direction and purpose drives results, and I am committed to fostering a culture that empowers our people to grow and succeed. In hospitality, success begins with a motivated, engaged workforce, and I believe in creating an environment where employees feel valued, supported, and inspired to deliver exceptional guest experiences. This includes investing in continuous learning, nurturing talent, and promoting a strong sense of belonging within the team.”

Before joining Atmosphere Core, Milan served as Head of Human Resources and Training at Encalm Hospitality Pvt. Ltd., where he led HR and training functions to drive business growth. He has also held several HR leadership roles at prominent companies in India, with a proven ability to develop talent and design learning programmes tailored to business needs.

Meanwhile, Maurice Lucien Van Den Bosch recently returned to the Atmosphere Core family as General Manager of RAAYA by Atmosphere.

Born in Australia, Maurice Lucien Van Den Bosch draws from the country’s renowned laid-back yet dynamic culture in his leadership style, fostering a spirit of inclusivity, adventure, and warm hospitality. He brings over 24 years of expertise in resort management, with a demonstrated ability to exceed profit targets, cost-effectively develop new projects, and lead culturally diverse teams with motivation and efficiency.

Maurice’s extensive experience includes leadership roles at some of the world’s top hospitality brands in the Maldives, Sri Lanka and the Caribbean. A familiar face within the Atmosphere Core family, Maurice has served as General Manager at both OZEN LIFE MAADHOO and Atmosphere Kanifushi.

As the General Manager of RAAYA by Atmosphere, Maurice will leverage his deep understanding of the brand to lead the resort with a focus on anticipating, crafting, and elevating guest experiences. “The culture and hospitality inspired by the Joy of Giving resonate deeply with me, and this shared value brings me back to the Atmosphere family”, Maurice said. “At RAAYA by Atmosphere, we are creating a castaway island experience of choice, a guest experience like no other, with a fine balance of escapism and energy. And I look forward to foster a collaborative working environment so that we create unforgettable moments for our guests.”

Ashwin Handa, Senior Vice President of Operations at Atmosphere Core, emphasised the importance of a strong leadership team. “At Atmosphere Core, we foster a people-first culture built on trust, collaboration, and mutual respect, ensuring that every employee takes pride in their work. This dedication extends to curating experiences that guests cherish and return for. Maurice’s deep industry expertise and understanding of our brand, combined with Milan’s people-centric approach, will significantly enhance our operations and guest satisfaction across our resorts”.

Atmosphere Core is a dynamic international hospitality company with three distinctive lifestyle brands, THE OZEN COLLECTION, COLOURS OF OBLU, and Atmosphere Hotels & Resorts. The company operates nine resorts in the Maldives and has a strong pipeline of one resort in the Maldives, one resort in Sri Lanka, and fourteen hotels and resorts across India – all set to open within the next three years. Distinctive design, an authentic sense of place, inspiring service styles, and the freshest and finest cuisine lend a unique flavour to every Atmosphere Core property.

Business

Maldives makes export of baled PET waste for recycling with support from The Coca-Cola Foundation

Published

1 month ago

October 16, 2024

m@ldives

The Coca-Cola Foundation and partners have announced that a container of baled post-consumer Polyethylene Terephthalate (PET) plastic was exported from Male as a part of Sustainable Island Waste Management and Plastic Recycling Initiative.

Completed on World Cleanup Day 2024, the event also marked the handover of The Coca-Cola Foundation (TCCF)-funded infrastructure, which includes pickups and balers, to the government-owned Waste Management Corporation (WAMCO).

The TCCF-funded initiative is a collaboration between the Maldives Ocean Plastics Alliance (MOPA), and WAMCO, and represents an important development to strengthen the PET collection process and address the issue of plastic waste in the Maldives.

This initiative will export baled PET to Malaysia and China for recycling. While PET bottles have been exported in the past, baling the waste significantly improves the efficiency of storage and transport, marking an advancement in the process.

The overall objective of the TCCF-funded Island PET Collection Project is to help provide a countrywide solution for plastic waste recycling in Maldives by establishing both the infrastructure and systems required.

Currently, much of the waste in Maldives is disposed of or incinerated in K. Thilafushi industrial island, and this project represents a shift toward better waste management practices.

The project focuses on expanding PET collection systems beyond Greater Male’, improving collection efficiency across the nation until local recycling capacity is developed.

“This project is a turning point for the Maldives in our fight against plastic waste,” said MOPA President Ahmed Maumoon. “By educating communities and aligning with national partners like WAMCO, we are not only improving how waste is managed today but also setting the stage for long-term sustainability and environmental health.”

By collaborating with WAMCO, MOPA has supported the roll-out of community education programs and has worked to ensure the infrastructure deployed with funding from TCCF, such as compactors and pickups are used effectively across Greater Male’ and across other islands.

“This initiative represents a crucial step toward improving plastic waste management and enhancing recycling efforts in the Maldives,” said WAMCO Managing Director Mujthaba Jaleel. “By equipping islands with the tools and infrastructure needed to collect and process PET waste, we are not only helping address the immediate challenge of plastic pollution but also building a foundation for a more sustainable future.”

WAMCO’s role is pivotal in overseeing the operational aspects of PET waste collection, ensuring that baling and export processes run efficiently.

“Our commitment to this project extends beyond waste collection,” said Carlos Pagoaga, President, The Coca-Cola Foundation. “By funding work of MOPA and WAMCO, we aim to foster a culture of sustainability in the Maldives and help support a circular economy.”

Events

Italian and Spanish media experience Maldivian paradise on exclusive journey with Atmosphere Core

Published

1 month ago

October 8, 2024

m@ldives

From September 28th to October 4th, 2024, Atmosphere Core hosted an exclusive media trip to the Maldives for ten prominent journalists and PR professionals from Spain and Italy. The group experienced the serene and captivating lifestyle of two stunning private islands—OBLU XPERIENCE Ailafushi and RAAYA by Atmosphere—both renowned for their distinctive hospitality, thoughtfully curated holiday plans, and the unique “Joy of Giving” philosophy.

“At Atmosphere Core, we believe in a more creative approach to media trips,” said Euan Blake, Assistant Vice President of Communications. “The Italian and Spanish markets have been expanding for the Maldives, with a notable increase in room nights and revenue compared to last year. Over the past two years, we’ve been building strong relationships in these regions, and this journey through our islands aims to leave journalists with not only cherished memories but also lifelong friendships.”

The trip began at OBLU XPERIENCE Ailafushi, a lively four-star resort just 15 minutes by speedboat from Velana International Airport. Journalists were welcomed with breathtaking lagoon views and vibrant social gatherings at the X360 Bar. A standout experience was the customised Martín Códax Wine Masterclass at the Element X restaurant, led by Ms. Celina, a representative of Bodegas Martín Códax, and Nicolas Laguette, Director of Wines at Atmosphere Core. Representing 600 winemaking families from northern Spain, Ms. Celina guided the group through an exquisite multi-course wine tasting, featuring a selection of wines perfectly suited for the tropical climate and fresh seafood.

This was followed by an unforgettable underwater dining experience at the Only BLU restaurant and a visit to the neighbouring “island of love,” OBLU SELECT Lobigili, where they enjoyed a chic lunch at Ylang Ylang. The island’s lively, party atmosphere provided the journalists with a full immersion into the vibrant and relaxing resort lifestyle.

Next, a scenic seaplane journey transported the group to RAAYA by Atmosphere—a picturesque escape offering a blend of fairytale island charm and authentic Maldivian experiences. The 45-minute flight over the stunning atolls’ turquoise waters set the stage for their arrival in paradise, presenting the perfect introduction to the Maldives’ breathtaking beauty.

At RAAYA, the journalists experienced an ideal mix of energy and tranquility. A private dinner atop a secluded watchtower, inspired by the legendary sailor Seb, captured the essence of the resort’s castaway theme. The group explored the island’s natural wonders, took part in customised activities, and dined at RAAYA’s signature restaurants, including Seb’s Shack, Ampers&nd, and the Italian-inspired The Village.

Throughout their stay at both islands, the media guests were treated to rejuvenating spa therapies and wellness sessions at ELE|NA Ayur, Atmosphere Core’s signature spa and wellness brand. This immersive journey offered the journalists a true taste of tropical luxury, intertwining indulgence and adventure into every experience. Their stories are sure to inspire countless Spanish and Italian travellers to discover the hidden treasures of OBLU XPERIENCE Ailafushi and RAAYA by Atmosphere firsthand.