Featured

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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Worldwide Kids accreditation highlights Dhigali Maldives’ commitment to exceptional childcare

Published

15 hours ago

November 14, 2024

m@ldives

Dhigali Maldives has announced that its “Play” Kids Club has been accredited by Worldwide Kids, becoming one of only nine such facilities in the Maldives. This recognition underscores Dhigali’s commitment to providing high-quality and inclusive childcare services.

Christian Szabo, the General Manager of Dhigali Maldives, described the accreditation as a significant milestone, emphasising that it affirms the resort’s dedication to offering exceptional and inclusive childcare programs. He expressed pride in joining a network that shares the vision of nurturing young minds.

The “Play” Kids Club caters to children aged 4-12, providing a vibrant array of activities facilitated by certified childcare professionals. This accreditation further solidifies Dhigali’s focus on delivering exceptional family experiences in a safe and stimulating environment.

With this accomplishment, Dhigali Maldives continues to set a high standard for family-friendly luxury, ensuring parents can relax with the confidence that their children are engaged in fun and enriching activities during their stay.

Celebration

VARU by Atmosphere marks five years of unmatched hospitality

Published

16 hours ago

November 14, 2024

m@ldives

VARU by Atmosphere, an iconic private island resort in the Maldives, celebrated its five-year anniversary this week, marking five years of hospitality, culture, and luxury inspired by the core philosophy of the Joy of Giving. The Naturally Maldivian resort hosted key stakeholders, including the island’s owners, corporate leadership, and colleagues, for an evening of grand celebrations featuring cultural performances, awards, and diverse culinary experiences.

Since its opening in 2019, VARU by Atmosphere has established itself as a sanctuary for travellers seeking to explore the Maldives’ rich cultural heritage while enjoying heartfelt hospitality. Guests at the resort experience the beauty of the turquoise lagoon and immerse themselves in the relaxed island lifestyle of this picturesque Indian Ocean destination. A standout feature of the resort is the award-winning Kaagé restaurant, which highlights authentic Maldivian cuisine, celebrating local ingredients, flavors, and culinary traditions.

Reflecting on the milestone, Mei P. Pun, General Manager of VARU by Atmosphere, noted the significance of the resort’s name, saying, “In Dhivehi, the Maldivian dialect, VARU translates to living life in abundance, strength, resilience, and above all, authenticity. For us, hospitality is about sharing the soul of the Maldives with every visitor, a mission made possible by the dedicated team. Their passion, warm smiles, and unwavering energy resonate with guests, many of whom return time and again.”

Part of the Atmosphere Hotels & Resorts brand, VARU by Atmosphere is a contemporary 5-star resort offering a luxurious island experience with 108 villas situated along white sandy beaches, crystal-clear turquoise lagoons, and three jetties featuring spacious over-water accommodations. Guests benefit from the exclusive VARU Plan™, a comprehensive holiday package that includes diverse dining options, spa experiences, daily activities, and excursions designed to enrich their stay.

Situated on the North-West edge of Malé Atoll, the resort is easily accessible via a 40-minute speedboat ride from Velana International Airport. It boasts four restaurants and two bars, ensuring a wide range of culinary options, alongside premium facilities such as a dive school, water sports centre, overwater ELE|NA spa complex, gym, kids’ club, ocean excursions, and daily complimentary snorkelling trips to explore the vibrant underwater world.

Celebration

JOALI Maldives celebrates six years of art and luxury with Maison Ruinart

Published

16 hours ago

November 14, 2024

m@ldives

JOALI Maldives, the first and only art-immersive resort in the Maldives, will commemorate its sixth anniversary on November 15, 2024, with a special event that highlights its dedication to art, sustainability, and nature. For this milestone celebration, the resort is collaborating with Ruinart, the world’s oldest Champagne house. Founded in 1729 in Reims, France, and currently owned by LVMH Moët Hennessy, Ruinart has a long-standing connection to art, dating back to 1895 when Andre Ruinart commissioned Czech artist Alphonse Mucha to design a poster for the brand. Similarly, since its launch in 2018, JOALI has redefined the role of art in luxury hospitality by showcasing works from international artists. Renowned for its vibrant joie de vivre lifestyle, JOALI aligns with Maison Ruinart’s savoir-vivre philosophy, sharing values rooted in art and luxury.

As part of the celebration, British-French artist Sophie Kitching will present an ethereal art display during a cocktail event at Mura Bar, the heart of the resort. A graduate of the École nationale supérieure des Arts Décoratifs in Paris and the School of Visual Arts in New York, Kitching is acclaimed for her installations, paintings, sculptures, and works on paper. She frequently employs oils, watercolours, and gold leaves on natural materials. Having collaborated with Maison Ruinart for events such as Frieze NY 2022 and the “Maison 1729” exhibition, Kitching will create bespoke eco-designed second skins and coasters for JOALI’s sixth anniversary. Drawing inspiration from the island’s native flora and fauna, including grey herons, sea birds, vibrant corals, and marine life, her creations incorporate vivid colours and copper-zinc leaves to adorn Ruinart bottles. These pieces reflect both JOALI’s and Ruinart’s shared commitment to art and sustainability.

During the event, guests will savour Ruinart Blanc de Blancs Cuvées while admiring Kitching’s ‘Invisible Green Art XXX, 2024’, an abstract masterpiece featuring a distinctive green tone originally developed during England’s Georgian and Regency eras. Transported from Ruinart’s archives in Reims, this artwork will remain on display at JOALI Maldives for over six months. Art and wine enthusiasts will also have the opportunity to purchase limited-edition hand-painted second skins by Kitching during the cocktail event or until the pieces are sold out.

On November 16, 2024, guests can further indulge in an exclusive champagne-pairing dinner hosted by Fabien Vallérian, International Director of Arts & Culture at Ruinart. This gastronomic experience will pair Maison Ruinart’s champagnes with a meticulously curated menu, with each plate and glass weaving a narrative of art and flavour.

Fabien Vallérian praised the partnership, stating: “At Maison Ruinart, the protection of nature is central to our values. We are dedicated to supporting artists who foster a dialogue between humanity and nature through their creativity and craftsmanship. Since 2022, we have collaborated with Sophie Kitching on various artistic commissions, and this project with JOALI provides an incredible opportunity for her to explore and celebrate the ecosystems of the Maldives.”

These celebratory events mark the beginning of a promising partnership, with future activations planned both in the Maldives and globally.