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.”
The best way to secure the future is to create it.
Creating that future through specific, purposeful initiatives is what drives people of purpose—and, in turn, moves us all closer to the future we desire.
The Maldives is a compelling case study of a tourism-driven economy. Look around and ask why an event is being staged, what someone is working on, or where a new initiative is leading, and the answer will often point to the hospitality sector. Securing the future, therefore, is inextricably linked to strengthening and advancing that sector.
Here, “strengthening” means making the sector’s contribution more sustainable; ensuring that a greater share of its growth benefits the community; continuing to offer a compelling value proposition to the discerning global traveller; and ensuring that visitor experiences continue to generate an unparalleled reputation and valuable referrals.
To achieve these outcomes in the future, it is essential that current and future generations of the local community engage actively with the industry. Making hospitality appealing and aspirational, enhancing the quality of delivery and service, and building a pipeline of skills and talent into the sector are areas in which initiatives, inspiration, infrastructure and investment should be concentrated.
It is firmly in this context that Mr Ismail Hilmy, Chairman and Managing Director of BBM, initiated the establishment of a modern, exceptionally well-equipped and thoughtfully designed model kitchen, aptly named the Studio of Culinary Excellence. By donating the Studio to MNU, under whose auspices it will serve the Maldivian culinary community, Mr Hilmy is responding directly to the need for deeper community engagement. At the heart of BBM’s framework for industry-outreach initiatives— “Because tomorrows start today”—is Mr Hilmy’s ethos of fostering engagement and vibrancy in the industry.
“For our students, the gap between the classroom and a working resort kitchen has always been the hardest one to close,” said Dr Shehenaaz Adam, Vice Chancellor of the Maldives National University. “The Studio of Culinary Excellence closes that gap. Students can now train on the same equipment and to the same standards they will encounter on their first day in the industry. We are grateful to BBM for a partnership that goes well beyond a donation, and we look forward to the Studio becoming a place where the university and the industry learn from one another.”
The Studio therefore creates an opportunity to develop a pipeline of skills and talent in service of the industry.
“Embedding purpose in our work has been an ongoing endeavour at BBM. It keeps us connected to our stakeholders and builds insight, understanding and trust. Being a meaningful partner to academia as we move into the future gives us a great sense of fulfilment and guides our initiatives under the banner, ‘Because tomorrows start today,’” said AVS Subrahmanyam, Chief Operating Officer of BBM.
But what is the value of physical infrastructure without the corresponding spark of aspiration and ambition?
As Ali Afrah Hassan, Executive Representative at Chairman’s Office – BBM, aptly observed: “The Studio offers students and members of the community hands-on experience with world-class equipment, together with knowledge-sharing masterclasses. Who knows—in the not-too-distant future, a Michelin-starred Maldivian chef may fondly credit some of their inspiration to time spent at the Studio!”
Now that is the mind and heart in sync—working towards a future that is aspirational, ambitious and entirely attainable.
Bestbuy Maldives (BBM) has presented a brand-new Honda Airblade motorbike to the winner of a lucky draw held to mark the opening of its newest wholesale outlet in Hulhumalé Phase 2.
The outlet, located at Lot 20286 on Nirolhu Magu, opened on 16 February 2026 as part of BBM’s expansion of its wholesale operations.
To celebrate the opening and thank customers for their continued support, BBM introduced a special lucky draw exclusively for customers who made purchases from the new outlet on its opening day.
Customers who purchased products during the opening were eligible to enter the draw, with a Honda Airblade motorbike offered as the grand prize.
The lucky draw was conducted on 13 August 2026, with Ibrahim Shifaz of Vagthun Vaguthah outlet selected as the winner.
Shifaz was recently presented with the ceremonial key to the Honda Airblade by AVS Subrahmanyam, Chief Operating Officer of Bestbuy Maldives.
The promotion formed part of BBM’s activities surrounding the opening of its Hulhumalé Phase 2 outlet, which provides customers with access to the company’s range of wholesale products from the growing residential and commercial area.
Bestbuy Maldives is a supplier and distributor serving businesses across the Maldives, including customers in the hospitality, food service and retail sectors.
Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.
Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.
The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.
As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.
“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.
Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.
MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.
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