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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.
This July, Barceló Nasandhura is offering guests a taste of the sweeter side of life through a series of limited-time dessert experiences in the heart of Malé.
In celebration of World Chocolate Day, the hotel hosted a Chocolate Indulgence Station in the Nasandhura Lobby on 7th July. Held from 4:00 PM to 8:00 PM, the event featured handcrafted chocolate desserts and tastings led by Head Pastry Chef Mohammed, a certified Continental Judge in Pastry Arts. The occasion attracted a delightful mix of in-house guests and walk-in visitors, who also enjoyed a specially curated photo setup and the opportunity to purchase exclusive, limited-edition treats.
Additionally, from 4th to 7th July, a dedicated Chocolate Dessert Station was presented at the Oivaru dinner buffet, located on the hotel’s third floor, offering a decadent addition to the evening dining experience.
To conclude the month’s celebrations, guests will be able to enjoy a 10% discount on all ice creams at Alimas Coffee Lounge from 20th to 26th July. Featuring house-made flavours, this offering provides the ideal way to cool off and indulge during the warm island afternoons.
Surrounded by flourishing reefs and pristine islands with the whitest of soft sands and crystal-clear waters, Coco Collection – a leading resort brand in the Maldives – invites guests to delve into the extraordinary underwater world of Coco Palm Dhuni Kolhu.
Nestled within the crown jewel of the Maldives, the Baa Atoll UNESCO Biosphere Reserve, Coco Palm Dhuni Kolhu is renowned for its commitment to everyday sustainability. Setting the standard for sustainable luxury, the resort has once again been recognised as the Maldives’ Leading Green Resort 2025, marking its third consecutive win at the prestigious World Travel Awards.
While the resort continues its efforts to protect and preserve a thriving marine ecosystem, it also encourages guests to immerse themselves in a range of signature marine experiences, all guided by resident Marine Educator Rosalie Bailie and supported by its long-standing partnership with the Olive Ridley Project.
The signature marine experiences include:
- Guided Snorkelling – Guests may explore the house reef or venture to nearby coral gardens with expert guides. These excursions cater to all skill levels and often include sightings of green sea turtles, parrotfish, and, depending on the season, manta rays and eagle rays. Guests may also encounter hawksbill turtles grazing on coral at nearby turtle points.
- Coral Planting & Restoration Workshop – Conscious travellers are invited to participate in meaningful conservation work through coral planting. With the guidance of the Marine Educator, guests can affix coral fragments onto reef frames which are then placed on the seabed, helping to regenerate damaged reefs and enhance marine biodiversity.
- Discover Scuba Diving – From beginners to advanced divers, the island provides access to over 30 dive sites across the region, led by certified PADI instructors. Guests may dive among coral pinnacles, explore historic wrecks, and visit iconic spots such as Hanifaru Bay, famous for sightings of manta rays and whale sharks.
- ORP Marine Turtle Rescue Centre Tour – Home to the Maldives’ first fully equipped, veterinary-run sea turtle rescue centre, Coco Palm Dhuni Kolhu offers guests the chance to engage with rescued turtles recovering from injuries or entanglements. Through this partnership with the Olive Ridley Project, guests can feed turtles, learn about conservation challenges, adopt a turtle, and contribute to protecting this endangered species.
- Night Snorkelling – For a truly unique underwater adventure, the resort offers night snorkelling excursions led by the Marine Educator. As the reef transforms after sunset, guests will discover a different side of marine life, spotting lionfish, resting parrotfish, and other nocturnal sea creatures illuminated by torchlight.
Located in one of the world’s most spectacular hubs of marine biodiversity, Coco Palm Dhuni Kolhu promises an unforgettable escape. With the Discover Coco offers, travellers can enjoy 35% savings on their villa stay, making it the perfect time to plan an extraordinary Maldivian getaway.
Nestled in the heart of the Malé Atoll, the Maldivian-owned resort Coco Bodu Hithi warmly welcomes couples to embrace romance and tranquillity this summer in one of the world’s most idyllic island getaways.
Far removed from the bustle of city life, Coco Bodu Hithi serves as a sanctuary where intimacy, nature, and luxury coexist in perfect harmony. Designed for couples in search of meaningful moments, the island offers a captivating escape – from peaceful barefoot strolls and shared experiences to thrilling adventures.
Recently named the Indian Ocean’s Most Romantic Resort at the 2025 World Travel Awards for the third consecutive year, Coco Bodu Hithi artfully blends modern comforts with traditional Maldivian charm. The resort boasts 98 expansive villas, each offering direct access to either the beach or lagoon. Thoughtfully designed to ensure privacy and relaxation, every villa promises a sense of seclusion and serenity.
Amongst the resort’s most celebrated accommodations are the Beach Villa with Pool and the iconic Coco Residence, both of which offer sweeping, uninterrupted views of the Indian Ocean. These settings provide a picture-perfect backdrop for couples to reconnect, with each moment shaped by a spirit of warm island hospitality that is both personal and unmistakably Maldivian.
Honoured as the Best Service Resort at the Condé Nast Johansens Awards for Excellence 2025, Coco Bodu Hithi presents a carefully curated selection of personalised romantic experiences. Guests may begin the day with a floating breakfast in their private pool, enjoy a five-course candlelit dinner beneath the stars at Pergola, or embark on a serene sunset cruise – each moment tailored to celebrate connection in the most memorable ways.
Celebrated by Weddings & Honeymoons magazine as one of the Top 50 Honeymoon Resorts in the World, Coco Bodu Hithi offers an exquisite backdrop for couples to honour their love. The thoughtfully designed Forever Yours Package delivers a romantic destination wedding experience in the Maldives, with a dedicated team attending to every detail. The package seamlessly blends the island’s natural beauty with traditional elements, all personalised to reflect the couple’s unique story, style, and preferences.
With its heartfelt hospitality, refined elegance, and awe-inspiring surroundings, Coco Bodu Hithi offers the ideal setting to begin a new chapter of togetherness – a private Maldivian paradise where timeless romance truly comes to life.
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