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Tourism promotion activities yield positive results for Maldives
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.”
Sirru Fen Fushi – Private Lagoon Resort has been honoured in the prestigious Travel + Leisure Luxury Awards Asia Pacific 2025, securing top rankings in two highly sought-after categories:
- #2 Best Resort Pools in the Maldives
- #4 Best Resort for Families in the Maldives
These accolades underscore the resort’s unwavering commitment to providing immersive, meaningful, and luxurious experiences for guests of all ages.
Celebrated for its expansive villas tailored with families in mind, Sirru Fen Fushi offers serene sanctuaries in beach, jungle, and overwater settings. Accommodations include the unique Safari Tented Villas, Sirru Residences, and spacious two- and three-bedroom villas, along with deluxe family lodgings—each offering privacy, ample space, and direct access to either the lagoon or beach.
Beyond its thoughtfully designed accommodations, the resort presents a range of family-friendly experiences. Guests can enjoy an interactive Kids’ Club, curated cultural and nature-based activities, hands-on art and sustainability workshops, and unforgettable marine adventures such as turtle discovery, snorkelling safaris, guided dolphin cruises, and stargazing. Each offering is crafted to inspire connection, learning, and joy across generations.
Ranked as the #2 Best Resort Pools in the Maldives, Sirru Fen Fushi features an awe-inspiring 200-meter infinity pool that spans from the island’s eastern to western shores, symbolically linking sunrise to sunset. Framed by soft white sands and boundless ocean views, the pool has become an iconic centerpiece of the resort—captivating photographers, influencers, and leisure seekers from around the world.
Nestled on a pristine, untouched island, Sirru Fen Fushi seamlessly blends the quintessential Maldivian experience with sustainability, artistic expression, and cultural immersion. With this latest recognition, the resort continues to set new standards for modern luxury through meaningful travel and exceptional hospitality.
Villa Nautica’s signature infinity pool has been awarded the title of Best Resort Pool in the Maldives by readers of the Travel + Leisure Asia Pacific Luxury Awards 2025. More than just an architectural feature, the pool serves as the heart of the resort—a tranquil expanse of water that seamlessly mirrors the sea beyond and transforms swimming into a meditative experience. Here, thoughtful design blends effortlessly with the natural environment, creating a space where the boundaries between land, water, and sky dissolve into serenity.
Located in the North Malé Atoll, only a short speedboat ride from the capital, Villa Nautica’s 1,350-square-meter pool is both a focal point and a design statement. It does not clamor for attention but draws it gently, extending confidently toward the horizon and creating the illusion of merging with the open ocean—while still offering the comfort and stability of land.
What distinguishes this pool is not merely its size or the flawless infinity illusion, but the way it quietly becomes part of the guest’s daily rhythm. Sun loungers are thoughtfully spaced and positioned, offering just the right amount of shade and always seeming to face the light at its most flattering angle. From morning sunbathing to lazy midday naps and sunset refreshments, the space is designed for lingering.
Adjacent to the pool is Press & Pot, a favoured spot among guests who enjoy pairing their swim with an artisanal coffee. The scent of freshly brewed espresso mingles with the sea breeze and the subtle aroma of sunscreen. Here, pastries come warm from the oven, tropical fruits are sliced to order, and coffee is served to a standard that rivals any urban café—with the added luxury of an uninterrupted ocean view.
Villa Nautica’s approach is not one of ostentation but of elegance. Its luxury lies in the details: the coolness of the stone underfoot, the soft rustle of palm leaves, and the way the water reflects the sky like glass as dusk approaches. It is an environment where nature and design exist in perfect, understated harmony.
This is what set Villa Nautica apart and earned it top honors. Among a competitive field of exceptional Maldivian resorts, the Travel + Leisure panel identified a timeless quality here. This is not simply a pool to swim in—it is one to experience. A space that encourages guests to pause, disconnect, and simply be.
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Global recognition for InterContinental Maldives Maamunagau Resort at 2025 T+L Luxury Awards
InterContinental Maldives Maamunagau Resort has been named the #1 Best Resort for Families in the Maldives and secured the #7 position in the Best Resorts in the Maldives category at the T+L Luxury Awards Asia Pacific 2025, held on 19 June at Capella Bangkok.
Organised by Travel + Leisure Southeast Asia, Hong Kong & Macau, the T+L Luxury Awards celebrate excellence in luxury travel across the Asia-Pacific region. Voted on by readers, these prestigious awards honour outstanding hotels, resorts, and destinations throughout the region.
This recognition underscores the resort’s dedication to providing enriching, multi-generational experiences through carefully curated family-friendly offerings. Highlights include the Planet Trekkers Kids Club, Teen Escapades, and Family Beach Pool Villas, along with educational programmes such as the Junior Marine Biologist experience in collaboration with the Manta Trust. These features reflect the resort’s unique approach to combining luxury with meaningful and age-inclusive activities.
General Manager Reinhold Johann expressed pride in the achievement, noting that the accolades represent the team’s commitment to creating memorable experiences for guests of all ages in a breathtaking setting.
Nestled in the remote Raa Atoll and surrounded by the UNESCO Biosphere Reserve, InterContinental Maldives Maamunagau Resort offers a rare blend of expansive space and barefoot luxury—ideal for family getaways, special celebrations, and immersive island adventures.
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