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MATATO recognises MMPRC’s renewed destination marketing efforts
Maldives Association of Travel Agents and Tour Operators (MATATO) has applauded the work done by the Maldives’ official tourism promotion body, as the destination witnesses a record number of tourist arrivals throughout the year.
In a statement, MATATO, which has been lobbying for better destination marketing efforts by the government, said it recognises and acknowledges the revamped destination marketing activities carried out by the state-owned Maldives Marketing and Public Relations Corporation (MMPRC). Those activities have had a significant positive impact on the growth of tourist arrivals, it added.
“MATATO commends and credits the management of MMPRC under the leadership of Managing Director Thoyyib Mohamed, on the positive results in the past six months that has seen record breaking numbers in terms of tourist arrivals compared to that of the last five years,” the statement read.
MMPRC has conducted several destination marketing activities this year, including 15 trade fairs in 12 markets, five roadshows in 13 markets, 13 media fam trips, 11 promotional activities carried out via worldwide PR agents and 12 joint promotional activities.
Meanwhile, MATATO said it was compelled to step in to play the role of the de facto destination marketing body from 2016 to 2018 as destination marketing efforts and budget were limited and suppressed under the previous government.
In 2017 and 2018, MATATO was in 29 countries — from major emerging markets like India, Thailand, UAE, Oman, Kuwait, Qatar, Vietnam, Hong Kong, Malaysia, Singapore and Indonesia to more established markets such as United Kingdom, China and Russia.
In 2017, MATATO also launched a dedicated marketing campaign for the Indian market, with a target of making India the largest source market for the destination.
This year, MATATO has hosted destination stands in Vietnam, Philippines, Saudi Arabia and India. The organisation has also planned roadshows in four South East Asian countries, as well as promotional activities at the upcoming PATA Travel Mart in Kazakhstan.
“However, since the revival of MMPRC as the leading destination marketing authority, MATATO has taken a back seat on the destination marketing efforts, as the association strongly believes destination marketing should be done by a government body like other successful tourism destinations,” the statement read.
MATATO called on the authorities and industry stakeholders to spend even more on destination marketing. Marketing is one of the few areas in hospitality where the expenditure has a direct Return on Investment (ROI), as it translates into increased revenue through taxes and indirect economic benefits through increased business activity, it said.
“The association lobbies for even bigger destination marketing budget for 2020 with increased supply in the market means to bridge a strong increase in demand for the destination as well,” the statement read.
“MATATO is presently working on increasing more trainings and workshops for its members and the industry. The association also is working to make technology platforms for booking systems more affordable for its members.”
Maldives has welcomed over a million tourists this year, as the destination attempts to reach an ambitious target of 1.5 million visitors over the next three months.
The one millionth visitor of the year arrived in the Maldives on August 2 — a month ahead of last year. In 2018, the one millionth mark was reached on September 9, whilst it was celebrated in October the previous year.
Maldives welcomed a record 1.4 million tourists in 2018. It was a 6.8 per cent increase from the 1,389,542 tourists that chose to holiday in the Maldives in 2017.
Meanwhile, government has revised its forecast for the number of tourists visiting the island nation this year, increasing the estimate to a record 1.6 million from 1.5 million.
This positive growth in the tourism industry comes amidst concerns by private organisations representing industry stakeholders such as the Maldives Association of Travel Agents and Tour Operators (MATATO) over the lack of effort and budget to promote the Maldives as a destination.
These concerns come as the world-famous holiday destination struggles to match an increased bed capacity.
Over the past few years, dozens of uninhabited islands have been leased to local and foreign resort developers. Several international brands have entered into the market, increasing the number of resorts to more than 130. That number is set to increase as another 20 resorts are expected to open over the next two years.
Along with the new resort openings come the challenge of increasing demand from budget travellers who choose guesthouses over luxury resorts that the Maldives is known for. The guesthouse sector has rapidly expanded with over 500 guesthouses in operation today.
The previous government announced steps to maintain a structured growth in tourism, including a slowdown in leasing islands for resort development and increased marketing efforts in key markets such as China and the Middle East in order to reach an ambitious target of a record 1.5 million tourist arrivals this year.
Meanwhile, the new government has pledged to ramp up tourism promotion.
Reflecting the new government’s pledge, the state budget for 2019 includes MVR 104,200,000 (USD 6.7 million) for tourism promotion, up from MVR 34,733,333 (USD 2.2 million) this year and the previous year.
Milaidhoo Maldives will welcome Chef Laurence Tan, Head Chef of Michelin-starred JAG in Singapore, for two culinary experiences on the island in October.
Tan’s interest in cooking began at home, inspired by his parents and by preparing and sharing food with his family. After experimenting in the family kitchen, he went on to attend culinary school before joining The White Rabbit in Singapore in 2016, where he began developing his professional career.
He later worked at Tower Club before joining JAG in 2020. Working alongside Chef Jeremy Gillon, Tan developed an approach centred on precision, seasonality and the integrity of individual ingredients.
He progressed from Chef de Partie to Junior Sous Chef and later Sous Chef. When Gillon took on an international consultancy in Taiwan, Tan assumed leadership of the JAG kitchen.
He is now Head Chef of the restaurant, which retained its Michelin star in 2026, reflecting the consistency and quality of its cuisine under his direction.
During his visit to Milaidhoo, Tan will introduce guests to elements of JAG’s culinary philosophy while sharing some of the techniques and ideas that shape his cooking.
On 16 October, he will conduct an intimate cooking class, giving guests an opportunity to learn directly from him and explore his approach to ingredients, technique and flavour.
The following evening, on 17 October, Tan will host a five-course dinner limited to 16 guests.
The menu will begin with Hiramasa crudo with tomatoes and sea grapes, followed by Gambero Rosso with Jerusalem artichoke and cashew. Lobster ravioli with lobster bisque will precede Tajima Wagyu MB8 tenderloin with celeriac and black autumn truffle.
Dessert will feature a dark chocolate parfait with buckwheat ice cream and tonka bean. A preserved lemon sorbet will be served between courses, while the evening will open with a leek and potato croustade.
The collaboration reflects Milaidhoo’s culinary philosophy, which places emphasis on craftsmanship, curiosity, shared experiences and the role of dining in creating memorable moments.
The cooking class will take place on 16 October, followed by the five-course chef’s dinner on 17 October, with the latter limited to 16 guests.
V Villas Maldives at Mirihi – MGallery Collection will host Executive Chef Pisut ‘Nong’ Nahan and Lead Mixologist Mongkol ‘Lek’ Saengchud from V Villas Phuket – MGallery Collection for a Thai culinary pop-up on 10 and 11 October 2026.
Titled ‘From the Andaman to the Indian Ocean’, the collaboration will bring together the culinary identities of the two destinations through contemporary Thai cuisine, cocktails and island dining experiences.
Over two evenings, guests will be able to take part in Cocktail & Dine at Muraka and a Sundowner & Beach Dinner at AKOYA Sea Lounge.
Chef Nong will showcase his ‘Thai with a modern twist’ approach, combining regional Thai flavours, seasonal ingredients and traditional techniques with contemporary presentation. The menu has been designed as a culinary journey between Thailand and the Maldives, drawing inspiration from the Andaman Sea and the waters surrounding Mirihi.
Khun Lek will complement the dining experience with cocktails inspired by place, storytelling and balance. His ‘triangle’ method combines sweetness for relaxation, sourness for freshness and bitterness for depth, with each drink centred around an umami element.
The collaboration will feature dishes and cocktails developed specifically for the event. Menu concepts include Royal Massaman Croquette, Siam Betel Crab and Ocean Tuna Crudo, while featured drinks will include the Mirihi Martini, Muraka Whisper and Tropical Terroir.
The pop-up forms part of the shared approach of V Villas Maldives at Mirihi and V Villas Phuket, as well as MGallery Collection’s focus on experience-led hospitality and storytelling.
Further details on timings, menus and reservations will be announced by the resort. Availability for the two-night event will be limited.
RAAYA by Atmosphere has received its latest recognition at the Travel Time Awards, held in Moscow in August 2026, where the island resort was named “The Best Family Resort in the Maldives 2025”.
The award marks RAAYA’s second consecutive recognition from Travel Time, following its win as “Opening of the Year 2024”.
The recognition reflects the resort’s growing presence in the Russian travel market and its approach to family holidays in the Maldives, with a focus on shared experiences, exploration and activities designed for guests across generations.
Located on a private island in Raa Atoll, RAAYA is centred around the fictional story of Seb, a shipwrecked artist and adventurer whose narrative is incorporated throughout the resort experience. Guests can take part in island exploration, creative activities and ocean-based experiences, alongside family-oriented facilities and a range of dining options under The RAAYA Plan™.
The award was also presented during a visit to the resort by Russian film actress Katerina Shpitsa, known for productions including “Metro”, “The Crew” and “Poddubny”. During her stay, Shpitsa presented the Travel Time Awards 2025 accolade to RAAYA by Atmosphere General Manager Mario Stanic.
“Receiving this recognition for a second consecutive year is a proud moment for everyone at RAAYA,” Stanic said. “Winning the Travel Time Award 2025 for Best Family Resort is a wonderful recognition of what we stand for — bringing families together through shared experiences and lasting memories within a backdrop of a tropical island paradise.
“We are proud to create experiences that resonate with Russian families and families from around the world, offering a place to connect, discover and create memories together. We thank the awards team, our partners and our guests for their continued trust and support.”
The award adds to the international recognition received by RAAYA by Atmosphere since the resort opened in July 2024. The property has positioned its offering around experiential hospitality, design, family-focused programming and its castaway-inspired narrative.
RAAYA features 167 beach and overwater villas, a collection of dining venues and a range of land and ocean activities within its Raa Atoll setting.
With two Travel Time Awards in consecutive years, the resort continues to develop its position within the family travel segment in the Maldives.
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