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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.
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Milaidhoo Maldives introduces high-end wellness residency led by Dr Lim Xiang Jun
Milaidhoo, an intimate island retreat located within the UNESCO Biosphere Reserve of Baa Atoll, has announced a once-in-a-season wellness residency with internationally renowned integrative medicine specialist Dr Lim Xiang Jun, taking place from 22 to 28 February 2026.
For the first time, guests will have the opportunity to experience Dr Lim’s integrative approach to wellbeing in a private island setting. The founder of a leading modern Acupuncture and Traditional Chinese Medicine (TCM) practice in Singapore, Dr Lim brings more than 20 years of experience and a rare mastery of both Eastern and Western healing traditions, including acupuncture, TCM, energy medicine, yoga, Ayurveda, meditation and metaphysics Bazi astrology.
During her residency, Dr Lim will offer bespoke one-on-one consultations and signature therapies aimed at restoring vitality, balancing energy and supporting transformation of mind, body and spirit. Guests will have access to her globally recognised treatments, including facial acupuncture, gua sha, reflexology and Chi Nei Tsang, as well as immersive sessions in meditation, qigong, yoga, sound healing and energy therapy. The residency’s distinctiveness lies in its integration of ancient wisdom, modern clinical practice and metaphysical insight, creating a personalised journey for every guest.
“Milaidhoo is an ideal sanctuary for guests seeking to reset, recharge and reconnect with themselves,” said Paul van Frank, General Manager of Milaidhoo. “By pairing the island’s serene, barefoot elegance with Dr Lim’s transformative expertise, this residency delivers an experience that is intimate, exceptional and truly unique.”
Dr Lim Xiang Jun added: “I am honoured to bring my holistic practices to Milaidhoo Maldives for the first time. The island’s natural tranquillity and energy provide an ideal environment for guests to embark on a personalised wellbeing journey. I look forward to guiding each guest through integrative traditional therapies, meditation and energy healing to help them reconnect with their vitality.”
With a limited number of consultations and treatments available, the residency is designed for guests seeking a holistic reset and a deeply personalised wellness experience within Milaidhoo’s peaceful island surroundings.
Guests wishing to secure their stay for this exclusive residency may visit the resort’s Special Offers page to reserve their wellness journey.
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Year of the Horse celebrated with island-inspired festivities at InterContinental Maldives Maamunagau Resort
InterContinental Maldives Maamunagau Resort is inviting guests and visitors to welcome the Lunar New Year with a curated programme of celebrations from 16 to 19 February 2026, marking the Year of the Horse through cultural performances, signature dining experiences, wellness rituals and family-focused festivities.
Set against the natural beauty of Raa Atoll, the resort’s Lunar New Year programme blends cultural tradition with contemporary island living, offering moments of togetherness, creativity and indulgence across the four-day celebration.
Festivities begin on 16 February with a Lunar New Year Cocktail at Café Umi Beach, followed by the resort’s signature Lunar New Year Gala Beach Dinner. This elegant evening will include festive dishes, fresh seafood and live performances such as a Lion Dance and Fire Show under the Maldivian night sky.
Culinary experiences form the core of the programme, with themed dinners and tastings crafted to reflect the spirit of the season. Highlights include wine-led dining journeys, a reunion dinner, a seafood-focused evening at Fish Market and an Asian BBQ pop-up buffet, offering guests meaningful opportunities to come together and celebrate through food.
Wellness will also feature prominently, with restorative experiences encouraging balance and renewal. Guests may enjoy signature spa rituals inspired by local traditions, immersive sound healing sessions and energising fitness activities. A visiting integrative somatic practitioner will be present throughout the festive period to support mind-body wellbeing.
Daily entertainment and cultural performances will enrich the celebrations, including ribbon and fan dances, umbrella performances, fire shows and a full day dedicated to Olympic-style island games suitable for all ages. Younger guests will have access to creative workshops, festive crafts and outdoor activities, while art enthusiasts may join resin art sessions led by the resort’s resident artist.
In addition, the resort will offer relaxed seasonal experiences available throughout the festival period, such as a Lunar New Year signature cocktail and shisha offerings at select venues, allowing guests to enjoy the celebrations at a leisurely pace.
With its combination of cultural expression, refined dining, wellness and island-inspired entertainment, InterContinental Maldives Maamunagau Resort’s Lunar New Year celebrations promise a meaningful and memorable beginning to the Year of the Horse.
Featured
New era in reef conservation: Six Senses Kanuhura launches data-led Coral Census
Six Senses Kanuhura has announced a pioneering initiative that positions the resort at the forefront of marine conservation in the Maldives: the Kanuhura Coral Census, the world’s first long-term, 3D reef-monitoring programme implemented by a resort. Developed in collaboration with leading scientists from Newcastle University and University College London (UCL), this advanced methodology delivers an unprecedented level of accuracy, data integrity and ecological insight. The launch arrives at a critical moment, as global research indicates that up to 90% of the world’s coral reefs could be lost by 2050.
For decades, coral-reef monitoring worldwide has relied on clipboards, tape measures and diver observations—methods that, while valuable, only capture small portions of a reef and leave significant gaps. Traditional surveys remain slow, highly subjective and limited in scale, typically assessing less than 0.01% of any given site.
The Kanuhura Coral Census removes these long-standing limitations. Using 3D modelling and advanced AI analysis techniques, including Gaussian splatting, the system maps more than 100 square metres of reef at each site, capturing detail down to half a millimetre. The result is a hyper-accurate, fully repeatable digital reconstruction of the reef—something no other resort has achieved to date.
The new methodology resolves the constraints of conventional surveys in several transformative ways:
- Large-scale digital reef mapping: Entire reef sections are recorded in ultra-high resolution instead of limited snapshots.
- Rapid fieldwork: Only 20 minutes of diving is required to collect all images needed for each 3D model.
- Removal of human bias: AI-driven analysis ensures consistent, objective coral data regardless of the researcher.
- Unmatched ecological detail: Indicators such as rugosity, coral-canopy height, overhangs and habitat complexity—often overlooked in traditional surveys—are fully captured.
- Perfect repeatability: The same reef sections can be re-surveyed every few months, producing the Maldives’ most accurate time-series coral dataset.
- Visual storytelling: Immersive 3D models allow clear communication with guests, researchers and the public, transforming scientific data into intuitive visual insights.
Alicia Graham, General Manager of Six Senses Kanuhura, said: “The Kanuhura Coral Census represents a major step forward for reef science within the hospitality sector. By introducing advanced reef mapping, we are not only elevating how reefs are monitored but redefining what is possible. It allows us to track the smallest changes with scientific precision, share findings transparently and make data-driven decisions that directly support reef recovery. This project signals a new era of accountable and impact-driven conservation for the Maldives.”
The long-term objective of the Kanuhura Coral Census is to develop a next-generation restoration programme that moves away from traditional metal frames and towards sustainable, ecologically informed solutions. With highly detailed insights into which corals are thriving, struggling, recruiting or bleaching—and where—Six Senses Kanuhura will design a restoration blueprint that sets a new benchmark for the region.
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