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MATATO urges government to spend more on destination marketing

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Maldives tourism industry is demonstrating immense growth in terms of bed capacity, and we have seen this figure almost double in the last ten years. With expected openings of over 20 resorts this year and next year, also with the addition to the rapid growth of guesthouses means there is an immediate need to market Maldives on its offerings.

MATATO is in the process of lobbying with all concerned authorities and Parliament Group leaders as presently the 2017 budget is being presented to parliament. It is important that the Ministry of Tourism is given the adequate budgets in order to carry out its destination marketing plans, given the challenges of regional competition from emerging beach destinations and the PR challenges the destination has had in recent years.

The importance of destination marketing for the success of tourism is vital and given the majority of island nations GDP depends on tourism, also means that this is interconnected to other key industries in the Maldives. Without marketing, our destination may offer the best resorts or hotels in our industry, but none of our potential customers would know about it. The heart of our tourism success lies in its marketing and most aspects of our economy depend on this.

Unlike major multinational companies with huge budgets for marketing, the Small Medium Enterprises in the Maldivian tourism industry has limited resources, and this creates a huge problem to market the local guesthouses and local travel agents effectively. Thus MATATO urges the concerned authorities to participate in more travel trade fairs with affordable fees, more road shows, conduct more advertising campaigns, more familiarization opportunities for travel journalists and bloggers in the coming year.

The tourism industry is the highest tax paying and revenue generating industry (The direct contribution of Travel & Tourism to GDP was 41.5% of total GDP in 2014). Marketing is one of the few expenses that have a direct Return on Investment. More tourists for Maldives means more tax income for the government directly via TGST, Green Tax and indirectly from a more stimulated industry of SMEs, and other benefits of stimulating the economy that creates job opportunities for locals as well.

MATATO applauds Ministry of Tourism and MMPRC for what they have done and accomplished this year with the limited budgets and hopes with more resources for next year, they will be able to deliver better results for the destination.

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JOALI BEING launches global campaign ‘Joyful Journeys of Well-Living’

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JOALI BEING, the world’s first well-being island, has announced the launch of its new global brand campaign titled “Joyful Journeys of Well-Living.” The campaign celebrates the art of self-discovery, inviting travellers to reconnect with their inner selves through bespoke and transformative experiences.

Building upon JOALI BEING’s core philosophy of the “Joy of Weightlessness,” the campaign embodies the essence of harmony between mind, body, and spirit. It encourages guests to explore holistic pathways designed to restore balance and inspire personal growth.

Joyful Journeys of Well-Living serves as an invitation to travellers seeking meaningful change and renewal. The campaign narrates stories of individuals discovering joy through purposeful living, mindful connection, and immersive well-being experiences at JOALI BEING.

The visuals capture the island’s tranquil landscapes and nurturing spaces — from oceanfront sanctuaries to treetop villas and transformative healing sessions led by resident experts. The campaign presents JOALI BEING as more than a destination; it is a journey towards well-being, creativity, and self-transformation.

Each guest journey at JOALI BEING is founded on the resort’s Four Pillars of Well-Being — Mind, Skin, Microbiome, and Energy. Through tailored programmes, guests can embark on integrative wellness experiences encompassing sound therapy, movement and fitness, hydrotherapy, nutritional guidance, and energy-healing sessions curated by specialists.

The island features a series of advanced well-being spaces, including:

  • CORE: a movement and fitness zone
  • AREKA: a transformative treatment centre
  • KAASHI: a hydrotherapy hall
  • SEDA: a sound-healing room
  • Ocean Sala: an open-air meditation and relaxation deck

Each space is designed to nurture a profound connection with nature and the self.

The Joyful Journeys of Well-Living campaign has been conceptualised and produced by JOALI BEING’s in-house team in collaboration with creative partners and visual storytellers from across the globe. The multi-platform campaign integrates film, digital, and print media to convey JOALI BEING’s ethos — a celebration of joy, transformation, and harmony.

The visual narrative draws inspiration from the natural beauty of the Maldives, reflecting JOALI BEING’s immersive design philosophy. The imagery captures the rhythm of the ocean, the play of light, and the flow of energy that define the spirit of the island.

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Season of renewal: Noku Maldives unveils ‘Tides of Transformation’ celebrations

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Noku Maldives, Vignette Collection, has unveiled its Festive Season 2025/2026 celebrations under the evocative theme “Tides of Transformation.” Drawing inspiration from the natural rhythms of the island—the shifting tides, the coloured skies, and the soft glow of bioluminescence—the programme invites guests to embrace renewal, reflection, and meaningful celebration.

The theme is rooted in moments when the world appears to pause just long enough for change to unfold. At Noku Maldives, transformation is not rushed; it emerges gently, in harmony with nature. Beneath star-filled skies and glowing tidal waters, renewal takes shape through quiet awakenings, moments of stillness, and the subtle power of beginning anew.

This festive season, the resort celebrates not only the joy of togetherness but also the beauty of becoming. From the bioluminescent shimmer illuminating the lagoon at night to the delicate unfurling of petals at dawn, each element reflects the island’s reminder to return to one’s essence. As the tides shift and the stars realign, guests are invited to welcome the coming year with intention and clarity.

Guests will experience a carefully curated programme centred on renewal, reconnection, and elevated island living:\

  • Celestial Celebrations: Gala evenings inspired by celestial paths and cosmic rhythms, where music, artistry, and light converge beneath the open sky.
  • Ocean-Led Rituals: Signature experiences influenced by the ebb and flow of the tides, including moonlit beach walks, sunset ceremonies, and coastal gatherings.
  • Wellness Journeys: Mindful practices designed to restore and realign, from sunrise yoga and transformative spa treatments to meditative island rituals.
  • Elevated Festive Dining: Seasonal menus crafted with fresh island ingredients, bringing together flavours of the land and sea.
  • Family Moments & Island Adventures: A series of meaningful activities for families, including creative workshops, stargazing evenings, and island traditions that bring loved ones closer.

Each component has been designed to echo the central theme, encouraging guests to slow down, reconnect with themselves, and enter the new year with renewed purpose.

“Tides of Transformation” serves not only as a festive concept but also as an invitation to reflect, embrace gentle change, and step into the year ahead with renewed clarity. Whether through quiet moments by the lagoon, shared celebrations under the stars, or the simple joy of island life, guests will discover a season shaped by stillness, beauty, and the transformative rhythm of the tide.

Noku Maldives welcomes travellers from around the world to celebrate a festive season inspired by the serenity and natural wonder of its island setting.

For more information and reservations, guests may visit the resort’s website or contact noku.reservations@ihg.com.

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Entertainment

Holiday Inn Kandooma confirms Missy Higgins’ 2026 Maldives residency

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Holiday Inn Resort Kandooma Maldives, together with event organisers Music in Paradise, have announced the return of one of Australia’s most celebrated singer-songwriters, Missy Higgins, for a series of intimate performances at the resort’s private island from 13–20 June 2026.

Following her inaugural 2025 Maldives concerts, which drew rave reviews from fans and media alike, Missy was quick to declare she had “unfinished business” in the tropics, promising to return for more music, surfing, diving, and island relaxation.

The week-long event blends all the magic of a Maldivian getaway with three exclusive sunset concerts, performed by Missy Higgins against the backdrop of swaying palms and turquoise waters. Guests will enjoy beachfront and rooftop Sunset Bar shows, plus unique meet-and-greet opportunities with the artist.

With 26 ARIA Award nominations and five Australian No. 1 singles to her name, Missy’s return to Kandooma promises to be one of the most sought-after events of 2026. Attendance is capped at just 200 guests, ensuring an intimate and unforgettable experience.

“There’s nothing better than great live music and a beach. Add in Missy Higgins and the Maldives, and you’ve got the ultimate getaway. Bring your mates, bring your family — this is one trip you’ll be talking about for years,” said Mark Eletr, General Manager, Holiday Inn Resort Kandooma Maldives.

“Imagine starting your day diving or snorkelling in the Maldives, then ending it with Missy Higgins singing just metres from the water’s edge. That’s what awaits at Kandooma in 2026, and after my experience at her last performance here, I can promise it’s an experience you’ll carry with you forever.”

The Gold Experience Package is selling fast at A$4,490 per person twin share including:

  • Entry to three exclusive evening events
  • Three intimate performances by Missy Higgins
  • Meet & greet session with Missy Higgins
  • Professional photo opportunity with the artist
  • Music in Paradise welcome bag, commemorative poster & t-shirt
  • Seven nights in a Beach View Villa (13–20 June 2026)
  • Daily buffet breakfast at Kandooma Café
  • Return shared speedboat transfers from Malé
  • Welcome drink & cold towel on arrival
  • Tea, coffee & bottled water in-villa, replenished daily
  • Complimentary snorkel trip & snorkelling gear
  • Two scuba dives per day for two (T&Cs apply, licensed divers only)
  • Music in Paradise Traveller Care Guarantee

Information about Premium packages, including the VIP Experience (Beach House) and Platinum Experience can be found here. The Ultimate Experience (Overwater Villa) and Family VIP Experience are already sold out.

Set in the South Malé Atoll, just 40-45 minutes by speedboat from Velana International Airport, Holiday Inn Resort Kandooma Maldives is a tropical paradise of white-sand beaches, turquoise waters, and lush coconut palms.

Guests can choose from Garden and Beach Villas, two-storey Beach Houses, and the signature Overwater Villas. Families are well catered for with spacious 2- and 3-bedroom villas and the vibrant Kandoo Kids’ Club. Six dining outlets showcase international flavours, while Kandooma Spa by COMO Shambhala offers a tranquil escape for body and mind.

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