Featured
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.
Celebration
Villa Park sets holiday line-up with sunset welcome, Santa visit and NYE gala
Villa Park has announced its Festive 2025–2026 programme, running from 20 December 2025 to 6 January 2026. The schedule moves from lagoon-side mornings to music-led evenings on the beach, beginning with a sunset welcome and continuing with beach barbecues, creative workshops, Christmas Eve dinner, Santa’s visit on 25 December, and a New Year’s Eve gala with a midnight countdown. The season concludes with programmes on New Year’s Day and Orthodox Christmas.
Daytime activities include chef demonstrations, shoreline art sessions, and live music. Evenings feature romantic tables, treetop dining for two, and simple set-ups that highlight the island setting. The programme is designed for couples, friends, and families to join as they wish.
Family programming centres on Park Players, presented as the Maldives’ largest kids’ club, with letters to Santa, gingerbread crafts, ocean-themed art, movement classes, story time, and film nights. Group sizes are kept small to ensure attentive supervision.
Villa Park’s family offering has been recognised beyond the festive season, with the resort named among the Best Resorts for Families in the Maldives at the Travel + Leisure Luxury Awards Asia Pacific 2025, a reader-voted accolade reflecting guest feedback on space, programming, and flexible pacing.
Throughout the calendar, private experiences sit alongside larger celebrations, including candlelit beach dining, treetop tastings, floating breakfasts, and open-air cinema for two. Guests can set their own rhythm, whether opting for lively beach gatherings or quiet evenings under lanterns and palms, from sunrise through to the New Year countdown and beyond.
Featured
Anantara Kihavah Maldives Villas introduces season of wellness with three practitioners
Anantara Kihavah Maldives Villas is inviting guests to embark on a holistic journey guided by three visiting wellness practitioners, each specialising in distinct approaches to healing. Drawing on traditional knowledge and contemporary practice, the practitioners will offer therapies at the resort’s overwater spa designed to align body, mind, and spirit in a tranquil Maldivian setting. Disciplines include Ayurveda, energy-based therapies, sound healing, and mindful movement, with personalised consultations and bespoke treatments available.
A fifth-generation Ayurvedic physician, Dr Jithurag continues a 300-year family lineage rooted in holistic balance. Trained within the Rameswaram Tantric tradition, he blends Ayurvedic principles with elements of Traditional Chinese Medicine, integrating marma therapy and acupuncture with Reiki and Pranic Healing. Using wellness screening technologies to assess biomarkers, he designs tailored treatment plans. Guests may book a complimentary consultation and choose from signature therapies such as TCM Acupuncture, Cupping Therapy, Marma Abhyanga, and Back Restoration Therapy.
Holistic therapist and Ayurvedic healer Sharath Ram brings more than 16 years’ experience in supporting physical, mental, and spiritual balance. His work combines Ayurveda with energy practices and therapeutic yoga to encourage both recovery and transformation. His specialities include Chakra Inner Energy Balancing, Ayurveda Deep Fusion Therapy, Visceral Manipulation, Maderotherapy, and Mind-Body Healing. He will also lead complimentary workshops, including The Art of Breathing and Dynamic Meditation, focusing on breathwork and movement to promote calm and clarity.
From Kerala, India, Vinod Narayanan offers over a decade of experience in Ayurveda, yoga, and holistic healing across Europe, Africa, and Asia, including service as a personal physician to dignitaries. At Anantara Kihavah he will provide therapies such as Himalayan Sound Healing Massage, De-Armouring Body Therapy, Abdominal Detox, Access Bars Energy Healing, and Gut-Brain Rewiring. Using vibration, touch, and energy alignment, his sessions aim to release emotional blockages, improve circulation, and support the body’s natural rhythm. Complimentary consultations are available, alongside sound-based journeys that seek to harmonise body and spirit.
Together, the practitioners complement Anantara Kihavah’s wellbeing philosophy, extending from Ayurvedic traditions to sound therapy. Guests are invited to the overwater Anantara Spa for bespoke treatments, meditative workshops, and one-to-one consultations that encourage connection with self and nature.
Further enhancing the experience, the resort has introduced reimagined Beach Pool Villas featuring natural textures, open-plan spaces, and private pools set within tropical greenery.
Celebration
Mindful festive escape: Park Hyatt Maldives Hadahaa focuses on connection and renewal
This festive season, Park Hyatt Maldives Hadahaa will welcome guests to a celebration of warmth, wonder and mindful connection. From 19 December 2025 to 7 January 2026, the resort will transform into a serene island sanctuary where nature, gastronomy and meaningful experiences come together in harmony.
Situated in one of the most untouched atolls of the Maldives, Huvadhu Atoll, Hadahaa embodies a refined simplicity that showcases the beauty of the natural world. Throughout the festive period, guests are invited to slow down, reconnect and rediscover the joy of being fully present, surrounded by turquoise waters, lush island greenery and Maldivian hospitality.
“The festive season at Hadahaa is more than a celebration — it’s a homecoming,” said Anshul Sharma, General Manager of Park Hyatt Maldives Hadahaa. “It’s a time to reflect, to celebrate togetherness and to embrace the island’s timeless rhythm where nature and joy coexist effortlessly.”
Highlights of the Festive Season:
- Holiday splendour and timeless traditions – From the twinkling lights of the Christmas Tree Lighting Ceremony to the New Year’s Eve Countdown by the Beach, each event is shaped by the understated elegance that defines Park Hyatt. Familiar festive traditions are reinterpreted with authentic island touches, creating celebrations that feel both comforting and renewed.
- Beneath the holiday surface – Adventure enthusiasts will be able to join Festive Snorkelling and Diving excursions, Turtle Quests and an Exclusive Christmas Night Dive. Each marine experience offers a deeper connection to the ocean’s vibrant ecosystem, enhanced by the festive spirit of exploration.
- Season of renewal – Guests can restore body and mind with holistic spa journeys at The Vidhun Spa, featuring Ayurveda-inspired treatments, island botanicals and festive rituals designed to support inner balance. The resort will also host Dr Jyoti Kodwani, founder of The Sacred Chakras, for a month-long Festive Wellness Residency offering transformative healing therapies.
- Festive flavours and family moments – From Barefoot BBQs by the Bay to elevated treehouse dining beneath the stars, dining experiences are designed to become lasting memories. Younger guests can take part in creative workshops, treasure hunts and Santa’s seaside arrival, ensuring special moments for families and guests of all ages.
This year, Park Hyatt Maldives Hadahaa’s festive programme captures the essence of renewal and joy, celebrating life’s simplest pleasures with a blend of sophistication and soul.
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