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Tourism promotion activities yield positive results for Maldives

Published

2 years ago

May 3, 2023

Dubai, UAE – One of the main concerns of some of the tourism sector entrepreneurs is that the Maldives is not promoted adequately. According to them, it can be done more vigorously. Similar comments were heard from some exhibitors who participated at the Arabian Travel Market (ATM), the Middle East’s largest tourism fair now underway in Dubai.

On the other hand, the state-run marketing company Maldives Marketing and Public Relations Corporation (MMPRC), which promotes Maldives as a tourism destination, also has concerns. The agency do not have that kind of budget. This has always been a complaint by MMPRC.

Despite additional challenges, MMPRC’s efforts have yielded very good results, said Thoyyib Mohamed, managing director of the company. At a press conference titled, Maldives Media Meet, held on Tuesday as part of the ATM fair, Thoyyib highlighted this to foreign journalists with statistics and numbers.

“The foundation of this success lies in the changes in marketing approaches made during the pandemic. With these changes, we are now able to move gears rapidly to different markets,” said Thoyyib.

The Maldives is one of the first countries to reopen its borders during the Covid-19 pandemic. The border was closed in March 2020 and reopened in July 2020. Thoyyib said the opening of the border in such a short span of time also led to positive results.

“At the end of last year, we were able to overcome the pandemic completely. Last year, we were able to attract tourist numbers that were only 2% lower than the record arrivals in pre-pandemic 2019,” Thoyyib said.

While the Maldives borders have been opened, the borders of other countries (especially major local tourism markets such as China) remained closed. MMPRC’s search for other markets was overshadowed by the start of the Russia-Ukraine war last year.

“Everyone knows that 2022 was not going to be an easy year to find new markets. The crisis (Russia-Ukraine war) in Eastern Europe had a huge impact on the number of tourists coming from countries in those regions,” Thoyyib said.

“We are grateful for what we have achieved despite these challenges. We have been the World’s Leading Destination for three consecutive years since 2020. We won the World’s Leading Tourism Board award last year.”

Pandemic taught new tricks

Thoyyib said that with the pandemic, MMPRC had learnt that they cannot stay in the comfort zone too long. With the lessons learnt from Covid and the changes that have been brought about by it, MMPRC can now work more closely with the tourists, he said. This has resulted in social media campaigns that have been customised separately for each market. If needed, they change their campaigns in a single day the way they want to.

“With major markets like China shutting down and eastern European markets facing challenges, we were able to shift our focus to completely new markets. The newer markets that are now part of our tourist arrivals will testify to our success,” Thoyyib said.

“In the last three years, altogether new markets have seen tremendous improvements in comparison to our traditional ones. It is heartening to note that one of these markets is in the Middle East.”

Thoyyib said:

Far-flung markets such as Brazil have seen significant gains

Small markets in Eastern Europe have expanded over the past three years

During this period, changes were also made in the way the country is marketed; from virtual activities on various platforms to physical events that are currently being attended by visiting places

“When we started participating in physical events, the costs went up. However, these platforms have made great progress,” Thoyyib said.

“It is because of the strength of our marketing that we have reached this milestone in tourism today. Last year alone, we had more than 178 different marketing activities around the world. More than 5.2 billion people were reached through these activities. The reach generated by our PR agencies across the world is more than 1.2 billion.”

2023: A promising year

After describing the work done last year, Thoyyib shared the results of the first quarter of this year. The results show, he said, “it’s been a promising year.”

“There has been an increase of 21% in tourist arrivals in the first quarter of this year ascompared to the same period last year. During the same period, tax revenue from tourism increased by 28%. As a small island nation with few sources of income, it is important to serve the masses and invest in the future,” Thoyyib said.

“With these positive numbers, the rapid growth in the economy has also been sustained. So the trajectory shows that this year’s results are going to be good.”

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Celebration

Celebrate Eid in paradise: music, magic, and Maldivian culture at Sun Siyam Olhuveli

Published

2 hours ago

May 11, 2025

m@ldives

This Eid Al-Adha, Sun Siyam Olhuveli Maldives presents an extraordinary island-wide festival featuring a vibrant five-day cultural and entertainment showcase from 6th to 10th June 2025. The event blends the rich heritage of the Maldives with a cutting-edge international lineup, offering something for every traveler—from music and dance enthusiasts to families seeking a soulful tropical escape.

Taking centre stage is DJ Kaboo, the Dubai-based Egyptian artist renowned for pioneering ‘Arab Trap’ music. Known for his appearance on Marvel’s Moon Knight soundtrack and electrifying performances worldwide, DJ Kaboo will headline the festivities with his signature blend of deep-rooted Arabic sounds and modern beats.

Magician and mentalist Thomas McElroy, direct from Mesmerise Dubai, will add an element of wonder to the evenings. His interactive, mind-bending illusions promise to captivate audiences of all ages, creating unforgettable magical moments.

Adding to the dynamic atmosphere is American-born belly dancer and circus performer Otta. Known for her exotic stage presence and rhythmic grace, Otta’s high-energy performances will seamlessly complement the celebratory spirit of the island.

In addition to the international acts, the resort will celebrate authentic Maldivian traditions, including:

Traditional music and dance
Folk games such as Koadi Nerun and Dheli Mali
The colourful Eid Market, Bodu Mas parades, and cultural shows

These experiences will take place against the stunning backdrop of one of the Maldives’ most picturesque islands.

Hassan Adil, General Manager at Sun Siyam Olhuveli, shared, “This upcoming Eid Al-Adha celebration is our tribute to Maldivian culture and our global community. By integrating homegrown traditions with top-tier international entertainment, we aim to create an inclusive, joyful experience that reflects the spirit of Eid—bringing people together in celebration, discovery, and connection.”

The resort also offers an exclusive Eid package for guests seeking an immersive holiday experience. The offer includes up to 40% off on stays, daily breakfast and dinner, complimentary airport transfers, and a variety of cultural activities designed to create lasting memories with loved ones.

Featured

Summer Island Maldives named among top 10% of hotels worldwide by TripAdvisor

Published

4 days ago

May 7, 2025

m@ldives

Summer Island Maldives has been recognised as one of the top travel destinations globally, having received the prestigious TripAdvisor Travellers’ Choice Award for 2024. This accolade places the resort among the top 10% of hotels worldwide, based on exceptional traveller reviews and ratings collected over the past year.

Located just 45 minutes by speedboat or a short seaplane journey from Velana International Airport, Summer Island Maldives offers an idyllic barefoot beach retreat. The resort is known for its personalised service, commitment to sustainability, and relaxed luxury, consistently appealing to travellers from around the world.

Mariya Shareef, Chief Operations Officer of Kaimoo Travels and Hotel Services, expressed appreciation for the recognition, noting that the award reflects the dedication and passion of the entire team, who work diligently to deliver memorable experiences. She highlighted that the honour is especially meaningful as it is based on genuine guest feedback.

A popular choice for honeymooners and returning guests, the resort features two restaurants, three bars, and a variety of curated experiences, including private sandbank picnics and sunset sailboat cruises. Summer Island Maldives is also widely praised for its strong sustainability practices, such as eliminating single-use plastics, integrating renewable energy solutions, adopting eco-friendly mosquito control methods, and creating the world’s largest 3D-printed coral reef—an initiative recognised by the Guinness World Records.

The TripAdvisor Travellers’ Choice Awards celebrate excellence in hospitality, with winners selected based on consistently high ratings across key categories such as service, value, cleanliness, and location.

This recent recognition joins a growing list of accolades for Summer Island Maldives, including TUI’s Global Hotel Quality Award for 2024 and 2025, as well as the Leading Eco-Friendly Resort Award at the South Asian Travel Awards (SATA) in 2023.

Featured

Tripadvisor honours Constance Moofushi among Best of the Best Luxury Hotels in Asia

Published

5 days ago

May 6, 2025

m@ldives

Constance Moofushi in the Maldives has been recognised as one of Asia’s premier luxury destinations, earning the 11th spot in the Best of the Best Luxury Hotels in Asia category at the Tripadvisor Travellers’ Choice Awards 2025. This accolade highlights the resort’s dedication to delivering authentic and unforgettable luxury experiences in the heart of the Indian Ocean.

Situated on a private island, Constance Moofushi combines barefoot chic with exceptional service, offering guests a unique blend of natural beauty and refined comfort. The recognition reflects not only the resort’s appeal but also the consistently high level of guest satisfaction that has become synonymous with the Constance brand.

Part of the esteemed Constance Hotels & Resorts portfolio, Constance Moofushi contributes to the group’s widespread acclaim, with all properties ranked among the Top 10% of Hotels Worldwide by Tripadvisor. These honours underscore the group’s unwavering commitment to quality across its locations in the Maldives, Mauritius, Seychelles, Rodrigues, and Madagascar.

The Travelers’ Choice Awards are especially meaningful as they are based entirely on genuine guest reviews and ratings from travellers around the globe. The recognition of Constance Moofushi stands as a testament to the resort’s ongoing pursuit of excellence and its embodiment of the Constance philosophy: ‘True by Nature.’