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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.
Coco Bodu Hithi, part of Coco Collection, has been named Indian Ocean’s Most Romantic Resort at the World Travel Awards 2026, marking its third consecutive win in the category.
The recognition highlights the resort’s appeal to couples, with its combination of private accommodation, personalised experiences and natural surroundings offering opportunities for romantic getaways in the Maldives.
Located approximately 35 minutes by speedboat from Velana International Airport, Coco Bodu Hithi combines accessibility with the privacy of an island resort. Surrounded by turquoise waters, white sandy beaches and tropical vegetation, the property features villas equipped with private pools, providing couples with secluded accommodation.
The resort offers a range of experiences designed for couples, including private beachfront dining, sunset cruises and couples’ treatments at Coco Spa. Guests can also explore the island’s house reef, enjoy dining experiences and take part in activities that showcase the surrounding marine environment.
In addition to its regional award, Coco Collection and Coco Bodu Hithi have received two global nominations at the World Travel Awards 2026. Coco Collection has been nominated for World’s Leading Boutique Hotel Brand, while Coco Bodu Hithi is competing for the title of World’s Most Romantic Resort.
The resort attributed its achievements to the efforts of Coco Collection’s team, comprising employees from different nationalities and cultural backgrounds. Their contribution to guest services, attention to detail and personalised hospitality has played a role in maintaining the resort’s standards and guest experiences.
Meanwhile, Coco Bodu Hithi is preparing to host its festive programme, Island Glow: Moments Made to Remember, from 22 December 2026 to 7 January 2027.
The programme will feature festive dining, live entertainment, ocean activities and wellness experiences, catering to couples, families and groups of friends spending the Christmas and New Year holidays in the Maldives.
The resort’s latest recognition adds to its achievements at the World Travel Awards and reinforces its position within the Maldives’ luxury hospitality sector, particularly in the romantic travel segment.
Barceló Nasandhura Malé has partnered with internationally recognised chef and restaurateur Dharshan Munidasa to host a two-night culinary pop-up at B.Heaven Rooftop on 13 and 14 November 2026.
Chef Dharshan, the founder of Nihonbashi and Ministry of Crab, both of which have been featured on Asia’s 50 Best Restaurants list, will present a selection of mud crab and freshwater prawn dishes during the event. He is also behind Carne Diem Grill at CROSSROADS Maldives, which has been featured in 50 Best Discovery this year.
The collaboration will bring Ministry of Crab’s approach to seafood preparation to Malé, with an emphasis on ingredient freshness and quality. The restaurant follows a strict no-freezer policy, and the two-day event will feature export-quality mud crabs and freshwater prawns flown in fresh for the occasion.
The dining experience will take place at B.Heaven Rooftop, offering guests views of the surrounding ocean while introducing a selection of dishes associated with Ministry of Crab.
“We are honoured to welcome a culinary maestro of Chef Dharshan’s global calibre to Barceló Nasandhura Malé this November,” said Enric Reina, Hotel Manager at Barceló Nasandhura Malé.
“This partnership marks a significant milestone for both our hotel and the capital’s dining scene as we elevate the local epicurean landscape, offering our resident guests and Malé’s culinary connoisseurs a rare opportunity to experience award-winning gastronomy.”
Commenting on the collaboration, Chef Dharshan highlighted the Maldives’ connection to his culinary work and the opportunity to introduce Ministry of Crab’s signature preparations to diners in Malé.
“Maldives holds a special place in the regional food landscape, surrounded by the same pristine Indian Ocean waters that inspire much of my culinary work. Partnering with Barceló Nasandhura allows us to showcase our iconic Ministry of Crab signature dishes—from our Garlic Chili Crab to our hand-crushed Pepper Crab—alongside exclusive preparations crafted specifically for B.Heaven Rooftop,” he said.
The two-night event will feature a curated menu showcasing Ministry of Crab’s signature preparations, including Garlic Chili Crab and Pepper Crab, alongside dishes developed specifically for the collaboration.
Kuda Villingili Resort Maldives has been included in the 2026 selection of the MICHELIN Guide, recognising the independently owned Maldivian resort for its hospitality, facilities and guest experiences.
The MICHELIN Guide’s hotel selection features properties from around the world, assessed against five criteria: connection to the destination, architecture and design, quality and consistency of service, authenticity and character, and value for the experience offered.
Located in North Malé Atoll, approximately 30 minutes by speedboat from Velana International Airport, Kuda Villingili features 75 villas, including 36 overwater villas, each equipped with a private pool. The resort caters to couples, families and groups of friends, offering accommodation and facilities designed to accommodate different guest preferences.
The resort offers eight dining experiences, an overwater spa, a 150-metre swimming pool, and a range of sports and wellness facilities. Its location near Chickens Break, one of the Maldives’ established surfing destinations, provides guests with access to surfing activities alongside other water-based experiences.
Kuda Villingili has also received Green Globe certification for the third consecutive year, reflecting its efforts in environmental sustainability and community engagement.
“Being selected for the MICHELIN Guide is a meaningful recognition for Kuda Villingili and, above all, for our team. Every day, our ambassadors bring warmth, care and individuality to the guest experience. This recognition reflects the passion behind what we have created together and encourages us to continue evolving while remaining true to who we are,” said Amjad Thaufeeg, Commercial Director of Kuda Villingili Resort Maldives.
The resort’s hospitality concept focuses on providing guests with flexibility to personalise their stays through activities including surfing, wellness, dining and family experiences, as well as opportunities for relaxation.
The inclusion in the MICHELIN Guide’s 2026 hotel selection represents another development for Kuda Villingili as it continues to position itself within the Maldives’ luxury hospitality sector under its brand philosophy, Time and Space Redefined.
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