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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.”

Awards

Trans Maldivian Airways named World’s Leading Seaplane Operator 2025

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Trans Maldivian Airways (TMA), the world’s largest seaplane operator, has once again strengthened its position as a global aviation leader with new accolades at the World Travel Awards 2025. The airline was named the World’s Leading Seaplane Operator 2025 and the Indian Ocean’s Leading Seaplane Operator 2025, acknowledging its continued contribution to air connectivity across the Maldives. The 32nd Annual World Travel Awards ceremony took place at Exhibition World Bahrain and was attended by more than 300 leaders from the international tourism industry.

Established in 1993, TMA has played a central role in shaping the Maldives’ aviation and tourism sectors. Operating the world’s largest seaplane fleet with 65 DHC-6 Twin Otters and serving over 80 resort destinations, the airline provides vital connectivity across the archipelago with a focus on safety, reliability, and operational efficiency. Conducting more than 400 flights daily, TMA remains essential in enabling access to resort islands nationwide.

Commenting on the achievement, A.U.M. Fawzy, CEO of Trans Maldivian Airways, said: “This prestigious recognition from the World Travel Awards, year after year, reflects the trust placed in our team by our partners and guests, and the responsibility we carry as the primary air service provider connecting resort destinations across the Maldives. At TMA, our focus remains on continuous improvement and building on decades of service excellence. As the tourism industry in the Maldives continues to evolve and grow, we will continue strengthening our operations and supporting the long-term development of the Maldives as a world-leading destination.”

TMA continues to enhance its operational capabilities through ongoing investments in fleet upgrades, infrastructure, staff training, and technology-driven improvements, ensuring it meets rising demand while maintaining its hallmark of dependable service.

As the Maldives prepares for further growth in visitor arrivals, Trans Maldivian Airways remains committed to working closely with industry partners, supporting national tourism objectives, and ensuring a seamless and reliable travel experience for guests visiting the country’s island destinations.

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Kuda Villingili Maldives crafts poetic Valentine’s escape ‘Through the Sands of Time’

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Kuda Villingili Resort Maldives, an island celebrated for barefoot luxury and refined romance, has announced its Valentine’s Day 2026 programme, Through the Sands of Time. Designed as a poetic journey honouring love in all its forms, the curated experience invites couples to pause, reconnect, and create memories that linger long after the waves have smoothed away their footprints.

Set amidst turquoise waters and powder-soft sands, the resort is widely regarded as one of the Maldives’ most romantic hideaways, with accommodation that naturally lends itself to intimate moments. The Water Villa with Private Pool, poised elegantly above the lagoon, offers uninterrupted ocean views and complete seclusion — ideal for couples seeking privacy wrapped in Maldivian tranquillity. On land, the Beach Villa with Private Pool is nestled in lush greenery with a private stretch of sand just steps away, creating a serene sanctuary for sunset rituals and gentle, unhurried mornings together. These villas provide the perfect setting for Valentine’s escapes, honeymoons, proposals, anniversaries, and destination celebrations throughout the year.

This year’s Valentine’s programme highlights the resort’s diverse approach to culinary romance. The celebration begins with an indulgent Valentine’s Buffet at The Restaurant, featuring tropical flavours, live cooking displays, and an artisanal dessert selection. For those seeking a more intimate dining experience, Mar-Umi will present two five-course degustation menus — Seafood or Vegetarian — both infused with delicate Nikkei influences and complemented by a glass of Champagne, with the option of a sommelier-curated wine pairing. Couples wishing to start the day with romance may opt for the sought-after Aqua Breakfast, served floating in the privacy of the villa pool with Brut Rosé Champagne.

Beyond 14 February, Kuda Villingili remains one of the Maldives’ most romantic dining destinations year-round, offering a range of beautifully staged destination dining experiences — from candlelit beach dinners and sandbank feasts to secluded in-villa soirées — each designed to turn special moments into unforgettable memories.

For Valentine’s Day 2026, the resort presents a thoughtfully crafted collection of romantic experiences designed to deepen connection. Couples may choose the Pool Escape, an experience beside the Maldives’ largest pool complete with cocktails, Champagne, and a refined multi-course menu, or the Beach Escape, a cinematic candlelit dinner on the sand framed by lanterns and uninterrupted ocean views.

Throughout the day, couples are invited to enjoy shared experiences including sunrise couples’ yoga, a mid-morning painting session, and a soothing sunset yoga flow. For deeper emotional harmony, private sound healing sessions use calming vibrations to align energy between partners, while an open-air Valentine’s Movie Date under the stars sets the tone for a truly enchanting evening.

The highlight of the wellness offerings is the Valentine’s Couples Spa experience — The Coconut Affair. This 2.5-hour ritual includes a warm coconut oil massage, body scrub, facial treatment, steam session, and a floral bath, all within the resort’s private island spa comprising eight standalone treatment villas designed for absolute serenity.

Whether marking an anniversary, renewing vows, or planning a memorable proposal, couples will find the island’s natural beauty, thoughtful architecture, world-class dining, and wellness experiences to be an ever-inspiring canvas for romance.

With its poetic theme, refined experiences, curated culinary journeys, and settings designed for intimacy, Kuda Villingili Resort Maldives invites couples to celebrate Through the Sands of Time — a day where love slows, deepens, and becomes a memory held forever in the heart.

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Luxury that whispers: THE OZEN COLLECTION celebrates five years of refined hospitality

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There is a distinct kind of magic that emerges when island sanctuaries are shaped by a visionary dream. Five years ago, that magic found its name: THE OZEN COLLECTION. What began as two intimate havens in the Maldivian seascape—the profoundly private OZEN RESERVE BOLIFUSHI and the contemporary OZEN LIFE MAADHOO—has since evolved into a refined hospitality philosophy that whispers luxury rather than declares it.

Founded in the heart of the Indian Ocean, THE OZEN COLLECTION established its legacy through two distinct Maldivian retreats: the ultra-exclusive OZEN RESERVE BOLIFUSHI and the bespoke OZEN LIFE MAADHOO. The brand quickly distinguished itself through its pioneering interpretation of all-inclusive luxury, expressed through its signature RESERVE™ Plan and INDULGENCE™ Plan. Far more than pricing models, these concepts serve as guiding philosophies, transforming each holiday into a seamlessly personalised narrative of indulgence shaped entirely around the guest.

This commitment to excellence has been consistently recognised through prestigious international accolades. OZEN RESERVE BOLIFUSHI exemplifies distinction, with its Royal RESERVE named Maldives’ Leading Luxury Hotel Villa at the World Travel Awards. The property’s MICHELIN Key further affirms its exceptional style and service, while its award for Best All-Inclusive Wine List at the 2025 World’s Best Wine Lists Awards highlights its sophisticated culinary identity.

OZEN LIFE MAADHOO has crafted its own celebrated path. A recipient of Tripadvisor’s Travellers’ Choice Awards Best of the Best 2025—an honour reserved for the top one percent of properties worldwide—it stands as a testament to consistently memorable guest experiences. Its recognition as Sustainable Champion at the Hotelier Maldives Awards reinforces the brand’s belief that profound luxury and responsible environmental stewardship are naturally connected.

Building on this foundation of success, THE OZEN COLLECTION is now embarking on an ambitious new chapter of global expansion. The brand is set to extend its signature elegance and personalised service beyond the Maldives with forthcoming openings in India: OZEN VILLAS JAIPUR, OZEN MANSION KOLKATA, and OZEN PRIVADO GOA. Simultaneously, it will deepen its presence in the Maldives with the exclusive OZEN PRIVÉ ATHIRI GILI, promising a new horizon of secluded luxury.

Reflecting on the journey, Stéphane Laguette, Chief Commercial Officer of Atmosphere Core, said: “Our first five years were about listening and refining our guests’ unspoken wishes, guiding us to the quiet verge of luxury. We learned that true excellence is not about being the largest, but the most meaningful. As we turn the page, we carry these lessons to new shores, ready to craft the next chapter of intimate, unforgettable escapes.”

As THE OZEN COLLECTION steps into its next era, its compass remains firmly aligned with its original purpose: the art of crafting sanctuaries where narrative is paramount. Here, architecture blends harmoniously with nature, service flows with intuitive grace, and every curated experience is designed to honour the unique story of each guest. This is more than hospitality; it is the preservation of moments that linger long after the journey ends—a legacy etched not in sand, but in memory.

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