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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.”
Featured
Villa Park now accessible via new Villa Air seaplane route
Villa Resorts has launched a new Villa Air seaplane service to Villa Park Maldives, offering an arrival experience that begins in the air with views across the Maldivian archipelago.
Operated by the sister brand Villa Air, the seaplanes serving Villa Park are fitted with some of the widest panoramic windows used in the Maldives. This allows passengers to observe reefs, sandbanks, and islands almost continuously from take-off to landing. Travellers see the colours of the ocean shift from deep blue to lighter turquoise and can trace the shape of atolls and lagoons well before reaching the resort.
The size of the windows ensures that most seats offer wide views, enabling couples, families, and groups to experience the scenery together without needing to change places. Capturing photographs and short videos becomes straightforward, and for many visitors this forms their first impression of the Maldives while still above the islands.
A notable feature of the Villa Air service is the experience of taking off from and landing on water. The gradual ascent from the lagoon near Malé and the final descent beside Villa Park bring a sense of calm and mild adventure, particularly for those new to seaplane travel. The sound of the floats touching the water and the sight of the resort appearing ahead create a natural transition to the island.
With unobstructed views, a relaxed pace, and the experience of stepping off an aircraft that has just landed on the ocean, the new Villa Air seaplane connection ensures that a stay at Villa Park effectively begins from the moment passengers depart Malé and follow the chain of islands south.
Featured
World-first overwater padel tennis court launched at Meyyafushi Maldives
Meyyafushi Maldives, a new five-star premium all-inclusive boutique resort, has introduced what it describes as a world-first in resort recreation: a fixed overwater padel tennis court. Positioned above clear lagoons and framed by sweeping sunset views, the court offers guests an opportunity to play and unwind in a distinctive setting surrounded by panoramic ocean vistas.
Located in the Lhaviyani Atoll, the overwater court allows players to take part in a match while immersed in the natural calm of the surrounding seascape. Guests staying at the resort are offered one hour of complimentary padel tennis as part of the premium all-inclusive package. The setting provides a secluded and tranquil space for both beginners and experienced players to practise with the sound of the ocean beneath.
“Padel tennis has become one of the fastest-growing sports in the world, and we wanted to bring it to life in the most spectacular way possible,” said Ahmed Siaar, Cluster General Manager of BeKind Hotels & Resorts. “Playing on water, surrounded by endless blues, transforms the game into something transcendent – it’s active luxury at its finest.”
The overwater court forms part of Meyyafushi’s wider range of facilities, which include an underwater dining restaurant, an overwater wine cellar, water pool suites with slides, a mini bowling lane, and an adults-only sky bar featuring a glass-bottom infinity pool. Each facility has been created to offer experiences that encourage connection, exploration and wellbeing.
With uninterrupted sunset views and a distinctive overwater location, Meyyafushi Maldives’ padel tennis court marks a global first for the sport, bringing together physical activity, landscape and design in a single setting.
Featured
Sheraton Maldives Full Moon Resort & Spa unveils ‘White Shores & Golden Lights’ festive season
This festive season, Sheraton Maldives Full Moon Resort & Spa invites guests to rediscover the joy of togetherness in what it calls the world’s gathering place. From 1 December 2025 to 7 January 2026, the resort will transform into a luminous sanctuary under its signature theme, White Shores & Golden Lights – a palette of shimmering whites and sunlit gold inspired by the purity of the season and the golden glow of new beginnings.
The festive spirit officially begins on 1 December with a Tree Lighting Ceremony, setting the tone for a season of warmth, celebration, and community. Following a period of serene island relaxation, the programme resumes in full from 21 December onwards, offering a vibrant calendar of curated experiences that continues until the Orthodox Beach Buffet Dinner on 7 January.
Guests are welcomed into an atmosphere where refined island living meets festive cheer. The line-up includes festive aqua aerobics, barefoot beach games, Gingerbread House Decorating, and the energetic Colour Run & Paint Me Wall Marathon along the shoreline. Younger guests can enjoy themed pyjama parties, while those seeking adventure may explore a variety of water sports and wellbeing rituals.
The highlight of the season is the Christmas Eve Gala Dinner, presented along the oceanfront where waves meet the shore and golden lights illuminate the evening. With live music, seasonal cuisine, and candlelit elegance, the event combines the island’s natural beauty with cherished festive traditions.
On Christmas Day, Santa makes a memorable arrival at Kakuni Beach, delighting guests of all ages. Throughout the festive period, in collaboration with Reefscapers, the resort offers coral frame-building workshops, giving guests the opportunity to support reef restoration efforts and contribute to the preservation of the Maldives’ marine environment.
As the year comes to a close, guests are invited to welcome 2026 beneath the stars. Night Under the Stars, the resort’s New Year’s Eve celebration, features a coastal gala with champagne, gourmet dining, fireworks, and live entertainment that continues well past midnight.
From peaceful mornings at Shine Spa to evenings sampling global flavours accented with Maldivian character, Sheraton Maldives Full Moon Resort & Spa offers an elevated festive experience. Whether travelling as a family, as a couple, or alone, guests will find each day filled with moments to remember and each evening touched with a sense of magic.
“We are thrilled to welcome guests to experience the magic of the festive season with us,” says Greg Allan, General Manager of Sheraton Maldives Full Moon Resort & Spa. “Each moment of our festive programme has been thoughtfully designed to reflect Sheraton’s ethos of heartfelt hospitality – bringing people together through meaningful experiences in one of the world’s most extraordinary destinations.”
Sheraton Maldives Full Moon Resort & Spa is also presenting a Festive Special Offer for this season. Guests may enjoy exclusive savings on beach or overwater accommodation, along with daily breakfast, lunch, and dinner, return speedboat transfers, and access to selected festive events and activities. Bookings made before 30 November 2025 will be eligible for stays between 20 December 2025 and 10 January 2026.
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