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Tourism promotion activities yield positive results for Maldives

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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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Patina Maldives hosts Chef Shannon Bennett for exclusive April residency

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From 1 to 5 April 2026, Patina Maldives, Fari Islands will host Shannon Bennett, one of Australia’s most recognised culinary figures and the creative force behind Belongil. The residency brings together a chef known for shaping dining as an emotional and reflective experience with a destination defined by perspective, creativity and purpose.

Bennett’s career extends beyond traditional notions of cooking. Through projects such as Vue de Monde and Belongil, he has explored dining as a medium for memory, connection and emotion, placing emphasis on experience rather than consumption. His approach centres on creating moments that remain with guests long after the meal has ended.

At Patina Maldives, the residency represents a convergence of shared values. Over five nights, guests are invited to take part in a limited series of dining experiences shaped by intention, curiosity and a sense of place. Rather than recreating Belongil in another setting, the programme evolves its philosophy, drawing inspiration from the natural rhythm and clarity of the Maldivian environment.

Commenting on the collaboration, Bennett said Belongil was conceived as more than a place to eat, but as a space for ideas, connection and lasting moments. He noted that Patina Maldives reflects a similar sense of purpose, adding that bringing his work into the island setting offered an opportunity to create experiences that feel grounded, honest and meaningful.

Patina Maldives continues to develop its identity by providing a platform for global creative voices to shape new conversations and perspectives. The residency with Bennett aligns with this approach, positioning cuisine as one element within a broader cultural and experiential narrative.

Tom Bray, Director of Lifestyle at Patina Maldives, said the resort exists to bring people closer to ideas, creativity and self-discovery. He added that welcoming Bennett reflects this philosophy, describing the residency as an experience designed to shift perspective rather than focus solely on gastronomy.

The residency is presented as an experience defined by intention rather than spectacle. Taking place over five nights on a single island, it brings together Patina Maldives and one of the culinary world’s most reflective minds for a programme shaped by presence, purpose and a sense of moment that cannot be replicated in the same way again.

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You & Me Maldives unveils curated Premium All Inclusive programme

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You & Me Maldives, the adults-only luxury retreat under The Cocoon Collection, has announced the launch of its new Premium All Inclusive experience, aimed at enhancing island stays through a more seamless and comprehensive offering in the Indian Ocean.

The Premium All Inclusive experience is designed to begin from the point of arrival. Guests receive complimentary access to The Cocoon Collection Lounge at the seaplane terminal at Velana International Airport, where services are provided to ensure a smooth transition before the journey to the resort.

On arrival at the island, guests are welcomed in their villas with a chilled bottle of sparkling wine and a selection of canapés. The Premium All Inclusive plan includes unlimited premium beverages by the glass, featuring a curated range of wines, signature cocktails, top-shelf spirits, international beers and non-alcoholic options. The in-villa minibar is replenished daily with soft drinks, international beers, red and white wines, as well as assorted snacks. For stays of five nights or more, guests also receive two bottles of premium liquor from a selected list, provided once during the stay.

The experience further includes a range of activities. Guests staying a minimum of three nights are offered one sunset cruise and one snorkelling excursion per stay, while those staying seven nights or more are entitled to a catamaran cruise. Unlimited use of snorkelling equipment and non-motorised water sports, including canoeing, kayaking and paddle boarding, is also included, subject to weather conditions.

Dining forms a central part of the Premium All Inclusive concept. Guests can enjoy three themed dining evenings, including a seafood barbecue under the stars featuring prawns, lobster and oysters. For stays of five nights or more, guests may also take part in a complimentary group cooking class, with a choice between ethnic or Italian cuisine, led by the resort’s culinary team.

Wellness offerings are also incorporated into the programme, with guests able to participate in up to three complimentary sunrise yoga sessions per stay, subject to availability.

The introduction of the Premium All Inclusive experience reflects the resort’s focus on personalised service and carefully curated stays. The offering is positioned to appeal to couples seeking relaxation, romance or activity-led experiences within an adults-only island setting.

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Eid celebrations at SO/ Maldives blend Arabic tradition and Maldivian culture

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SO/ Maldives is inviting global travellers this season to reimagine Eid not merely as a holiday, but as an immersive island escape. Located just 15 minutes by speedboat from Malé, the fashion-forward private island retreat sets the stage for a celebration where cultural heritage, contemporary luxury and tropical glamour come together.

At the centre of the festivities is an authentic culinary experience at Hadaba, the resort’s award-winning Arabic restaurant. Guests are offered Levantine flavours, artisanal mezze and traditional recipes presented with a modern approach, creating a setting for shared dining and celebration. As part of the resort’s dine-around concept, Hadaba can be included in a wider culinary journey across the island, allowing guests to experience Arabic cuisine alongside the resort’s other dining venues.

As evening falls, celebrations move to Lazuli Beach Club, where shisha rituals and Arabic-inspired refreshments are served in a beachfront setting. Traditional performances are complemented by Maldivian Boduberu drumming and fire dance displays, creating a cultural programme designed to appeal to international travellers seeking meaningful experiences.

Across the island, Eid is marked through a series of curated activities aimed at encouraging connection and creativity. Cultural workshops, including palm-leaf artistry and henna sessions, offer opportunities to explore heritage, while younger guests are engaged through themed crafts, interactive games and sweet treat decorating. The overall atmosphere remains celebratory while maintaining a relaxed pace that reflects the resort’s character.

Beyond the festive programme, the resort positions the long weekend as a fully immersive island retreat. Guests stay in beach and overwater villas featuring private pools and ocean views, with interiors inspired by high fashion. Time is spent between spa treatments, lagoon activities, beach club experiences and sunset dining, balancing celebration with seclusion.

To mark the season, the resort has introduced two limited-time stay offers. The One Night on Us offer provides savings of 33 per cent on stays of three nights or more, along with daily breakfast, complimentary transfers and spa privileges. The Soo Summer package offers preferential rates combined with spa experiences, curated dining inclusions and additional benefits for water villa stays.

Welcoming travellers from Europe, Asia, the Middle East and beyond, the resort presents Eid as a global celebration where Arabic traditions, Maldivian culture and contemporary design are brought together. This season, guests are invited to exchange routine for island surroundings and experience Eid through a redefined island perspective.

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