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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.”
During the festive season, THE OZEN COLLECTION extends an invitation to guests to experience a world of enchantment and indulgence, as OZEN LIFE MAADHOO and OZEN RESERVE BOLIFUSHI are transformed into ethereal winter wonderlands by the sea. From 22nd December 2025 to 7th January 2026, the two resorts will be imbued with festive charm, seamlessly blending timeless traditions with bespoke luxury, all set against the idyllic backdrop of the Maldivian coastline.
The celebrations begin on 22nd December with an elegant tree lighting ceremony at both resorts, where the soft glow of handcrafted lanterns and the sparkle of artisanal decorations bring a touch of winter magic to the tropics. This enchanting occasion sets the tone for a season of joy, wonder and unforgettable moments.
OZEN LIFE MAADHOO will embody the spirit of a classically inspired Christmas, offering a thoughtfully curated programme of festive activities. Younger guests can look forward to whimsical moments in Santa’s grotto and hands-on cookie decorating, while evenings will feature starlit carolling and open-air festive cinema screenings on the beach. Dining takes on a celebratory flair with lavish seasonal feasts featuring roast turkey with traditional trimmings, mulled wine, and a selection of meticulously crafted desserts. As the year draws to a close, the resort will host the ‘Mystical Ocean’ New Year’s Eve Gala—an evening of refined splendour brought to life through luminescent artistry, captivating live performances, and a dazzling fireworks display over the Indian Ocean.
Meanwhile, OZEN RESERVE BOLIFUSHI will unveil a marine-inspired holiday celebration, where timeless Christmas elements are interwoven with aquatic elegance. From glowing jellyfish chandeliers to intricate coral arrangements, the décor evokes a dreamlike underwater world. The festivities begin with the arrival of Santa Claus, accompanied by a special luncheon designed for family gatherings. Guests will enjoy an array of gastronomic experiences, from sophisticated cocktail evenings to premium culinary journeys, all set amidst an ocean-themed festive ambience. The season’s highlight will be the ‘Glowing Shore’ New Year’s Eve Gala—a luminous event featuring bioluminescent displays along the beach, hypnotic fire dancers, and a midnight countdown set adrift on the water, bidding farewell to the year with a flourish of style and spectacle.
The festive journey will conclude with the observance of Orthodox Christmas on 6th and 7th January, as both resorts pay homage to these cherished traditions. Guests will be welcomed into an atmosphere of quiet reverence and grace, marked by gourmet dinners beneath the stars. This serene finale offers a reflective and elegant close to the season’s earlier exuberance, blending devotion and celebration in a way that lingers long after the festivities draw to a close.
Throughout the season, THE OZEN COLLECTION offers two signature experiences: the RESERVE™ Plan, designed for those seeking ultimate privacy and personalised service, and the INDULGENCE™ Plan, featuring premium inclusions and limitless luxury. Both ensure that festive gala dinners are enjoyed without additional charges. Whether seeking meaningful family moments under the tropical sun or vibrant celebration with kindred spirits, these islands provide the perfect setting for life’s most treasured memories—where every detail is thoughtfully crafted, and every day offers a new chapter in an unforgettable festive tale.
Baros Maldives participated in the global celebration of PADI Women’s Dive Day 2025, commemorating the occasion with a week of thoughtfully curated experiences that honoured the strength, curiosity, and connection shared among women divers. Held from 15th to 19th July, the initiative was designed to inspire confidence and camaraderie beneath the waves.
In the days leading up to the main event, female guests were treated to a 25% discount on their first or single dive. This included refresher and orientation dives along the renowned Baros House Reef, as well as Discover Scuba Diving sessions for those embarking on their first underwater adventure. These exclusive offers created an inviting and supportive environment, encouraging women of all experience levels to engage with Baros’ vibrant marine life.
The week culminated on 19th July with a complimentary dive led by the resort’s female dive instructors. Open to all certified women divers and those who had completed a Discover Scuba Diving experience during the week, the event brought together a spirited group of ocean enthusiasts for a memorable morning beneath the surface. The dive was marked by commemorative underwater photographs taken beside the official PADI Women’s Dive Day banner.
Ambra Dugaria, Dive Base Leader at Divers Baros Maldives, shared her reflections on the occasion: “At Baros, diving is about connection — to nature, to oneself, and to each other. PADI Women’s Dive Day is a powerful reminder that the ocean belongs to everyone. We are proud to provide a space where women feel empowered, celebrated, and free to explore.”
Led by Divers Baros Maldives, the initiative underscores the resort’s continued commitment to inclusivity, empowerment, and community within the diving world. As a PADI Five Star Gold Palm Dive Centre, Baros remains dedicated to delivering safe, immersive, and inspiring underwater experiences for divers of all levels.
Featured
OBLU NATURE Helengeli by SENTIDO celebrates Women’s Dive Month with captivating underwater exhibition
OBLU NATURE Helengeli by SENTIDO, in collaboration with TGI Maldives and Divernet—one of the world’s longest-established diving platforms—has launched an inspiring marine photo exhibition to commemorate Women’s Dive Month in association with PADI.
The exhibition showcases a collection of rare underwater photographs taken by esteemed underwater photographer and writer, Richard Aspinall, during his recent stay at the resort. Based in the Scottish Borders, Aspinall has a longstanding background in wildlife conservation and heritage management, underpinned by academic training in ecology and conservation biology. His captivating images—from striking moray eels and elegant whitetip reef sharks to the vivid displays of blue-line snappers and clown triggerfish—offer a mesmerising glimpse into the flourishing coral ecosystems surrounding Helengeli.
The exhibition was officially inaugurated by seven international female journalists, joined by TGI Maldives Operations Manager Greta Marcelli, General Manager Alain Trefois, and the wider operations team at OBLU NATURE Helengeli by SENTIDO.
“There is something truly magical about Helengeli. The reef is alive with untold stories. The marine life is phenomenal, and the energy of this island is unmatched. This exhibition, thoughtfully curated by our team, captures that essence—blending the wonders of the ocean with a message of empowerment. We are sincerely grateful to Richard Aspinall and Divernet for their remarkable imagery and collaboration in bringing this exhibition to life,” shared General Manager Alain Trefois.
In 2023, the resort became the first recipient of the PADI® Outstanding Contribution to Female Diving award. Continuing its commitment to inclusive diving, the resort hosted ten international female journalists in July 2024, offering them the opportunity to experience scuba diving and the breathtaking beauty of the Maldivian seas as part of the PADI Women’s Dive Day celebrations.
Building on this success, OBLU NATURE Helengeli has officially launched the 2025 International PADI Women’s Dive Month, in partnership with TGI Maldives and ELE|NA Ayur Spa. This initiative presents a specially curated programme for women throughout July, blending scuba diving with wellness experiences designed to foster confidence, connection, and serenity both below and above the surface.
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