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Maldives looks beyond ‘sun-sand-sea’, ventures into MICE , cultural, sports tourism

Maldives will look beyond its longstanding selling points of ‘Sun, Sand and Sea’ with plans to venture into MICE, cultural and sports tourism, the country’s official tourism promotion body has announced.
Thoyyib Mohamed, Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC), told journalists last Thursday that the Maldives needed to diversify its tourism product and focus on more niche markets.
“We have seen temporary efforts in marketing Maldives to several niche markets in the past; without a significant result. Therefore, I believe we need a good understanding of niche marketing and even better plans to achieve results,” he said, during the press conference held at MMPRC office in capital Male.
Thoyyib stressed that his corporation was in the process of creating a destination marketing plan to reach several niche markets in a sustainable manner. They include MICE, cultural and sports tourism, he added.
“We are working with a consultant to formulate these strategies for the year 2020,” he said.

The Maldives has been known as ‘The Sunny Side of Life’ for decades, owing to its monsoon-based climate, as well as the pristine white sand beaches and clear blue waters.
However, with recent changes in tourist demographics and the introduction of more affordable products such as guesthouses, there is a need to diversify the Maldives’ branding.
The government had earlier said cultural tourism would play an important role in developing the Maldives’ tourism industry. However, no concrete step has yet been taken to realise those objectives.
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.
According to official figures, total arrivals for the past seven months of the year increased by 17.2 per cent to reach 994,733 compared to the same period last 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.
Cover Photo: Kurumba Maldives
Awards
OBLU SELECT Sangeli achieves Green Globe Gold Certification for fifth consecutive year

In 2025, traveling more sustainably continues to be a priority for most travellers, with 84% indicating its importance according to Booking.com’s 2025 Travel & Sustainability Report. Reflecting this growing eco-conscious mindset, OBLU SELECT Sangeli, an award-winning resort in the North Malé Atoll, has achieved the prestigious Green Globe Gold Certification. This marks five consecutive years of independently accredited sustainability excellence.
Green Globe, a globally recognised certification for sustainable tourism, evaluates environmental, social, and economic practices. To attain Gold status, a property must be certified for five consecutive years, demonstrating consistent improvement and responsible management across all operational areas.
The milestone was celebrated during a special island ceremony, where the Green Globe certificate was officially presented by Babli Jahau, General Manager at NSURE Private Limited. Jahau praised the team’s dedication and collaboration, noting, “Green Globe Gold is a true mark of excellence. OBLU SELECT Sangeli has demonstrated long-term commitment to protecting the Maldives’ fragile ecosystem while engaging both the island team and guests in meaningful sustainability initiatives.”
Jenni Hartatik, General Manager of OBLU SELECT Sangeli, emphasised the resort’s dedication to sustainability, stating, “At OBLU SELECT Sangeli, sustainability is an integral part of operations. From coral plantations and marine life sessions to reusable glass water bottles and gentle reminders for towel and linen reuse, every aspect reflects a commitment to sustainable hospitality. These thoughtful details not only create memorable stays but also promote eco-friendly practices.”
Central to the resort’s success is a holistic sustainability strategy underpinned by comprehensive policies. These include a broad environmental policy, an eco-conscious purchasing framework, landscaping practices favoring native plants and water conservation, and a biodiversity policy dedicated to preserving Sangeli’s unique island ecosystem. From energy reduction and waste diversion to flora and fauna protection, environmental stewardship is integrated into the resort’s daily operations.
The resort’s coral restoration project has successfully transplanted over 10,000 coral fragments through coral nursery and frame techniques. Despite bleaching events impacting the Maldives, Sangeli’s reefs displayed notable resilience, underscoring the effectiveness of ongoing restoration efforts and marine protection measures. Adding creativity to conservation, the resort’s ghost net upcycling initiative transforms discarded fishing nets into handmade bracelets, sold to guests, with proceeds supporting coral restoration efforts. This initiative combines environmental action with community-driven craftsmanship.
As part of the Sangeli Muraka Project, a state-of-the-art underwater camera now live-streams footage from a coral garden directly to guest villas. This immersive experience enables travellers to observe the dynamic reef ecosystem in real time, perfect for those who do not snorkel or dive. The footage is also featured during marine biology sessions and at the Muraka Marine Centre, fostering greater appreciation and engagement with ocean conservation.
The resort’s on-site biogas plant significantly contributes to sustainability by processing up to 1,000 kilograms of kitchen waste daily. This generates methane gas that supplies approximately 40% of the kitchen’s gas needs, while the compost byproduct is used to fertilise landscaped areas, creating a full-circle sustainability loop.
Located on the serene north-western tip of North Malé Atoll, OBLU SELECT Sangeli offers a tropical retreat for couples and families alike. This five-star resort combines natural beauty, contemporary villa design, and world-class dining through the all-inclusive Serenity Plan™, while being in proximity to some of the Maldives’ most vibrant diving and snorkelling spots. The resort stands as a testament to how travel and environmental responsibility can coexist, delivering unforgettable experiences with a lighter ecological footprint.
Featured
Global Wellness Day 2025 at Milaidhoo: journey of transformation and reconnection

On Global Wellness Day, celebrated on 14th June 2025, Milaidhoo invites guests to embrace a deeper sense of presence and harmony through its unique wellbeing philosophy rooted in ‘slow living.’ Reflecting the global theme of #ReconnectMagenta, which emphasises the importance of meaningful connections, Milaidhoo’s curated programme encourages guests to reconnect with themselves, the community, and the natural world in one of the most serene settings on Earth.
Situated in the heart of the Baa Atoll UNESCO Biosphere Reserve, Milaidhoo is more than a boutique island retreat; it is a sanctuary for mindful rejuvenation. At Milaidhoo, wellness extends beyond the spa, permeating every detail of the guest experience — from barefoot living and soulful seclusion to fresh, nourishing cuisine and personalised wellness menus designed to support individual journeys of transformation.
Global Wellness Day 2025 at Milaidhoo will begin with a soul-awakening dynamic cleansing and yoga nidra session at 8:00 on an exclusive sandbank. This session offers guests a chance to silence external noise, realign with their inner rhythm, and reconnect with themselves amidst the Indian Ocean horizon.
At 11:00, guests will have the opportunity to participate in a coral plantation activity led by the resort’s marine biologist at the Ocean Stories Aquatic Centre. This interactive conservation initiative allows guests to give back to the local ecosystem and fosters an emotional connection to the broader community of life beneath the waves.
In the afternoon, from 16:00 to 17:00, guests can embark on a guided mindful walking experience around the island. This activity invites participants to reconnect with nature through observation and intention, with each barefoot step across soft sand and lush jungle paths revealing the healing power of nature.
At Milaidhoo, food is an integral part of wellness, with every dish curated with wellbeing in mind. Whether it is plant-based vitality bowls from the Chef’s Garden, fresh-caught seafood, or custom-designed menus tailored to individual health goals, guests are encouraged to nourish not only their bodies but also their senses.
Paul van Frank, Milaidhoo’s general manager, shared, “Our wellness ethos embraces the art of slowing down and living in the moment. Global Wellness Day is an opportunity to remind guests of the power of reconnecting with themselves, with each other, and with the beautiful world around them.”
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New era of luxury Wellness: Pilates Reformer arrives at St. Regis Maldives Vommuli Resort

Setting a new standard in luxury wellness, the iconic St. Regis Maldives Vommuli Resort is expanding its holistic offerings with the introduction of Pilates Reformer—a dynamic full-body workout renowned for its ability to lengthen, strengthen, and restore. Against the backdrop of turquoise waters and lush island serenity, guests will soon be invited to experience this transformative practice as part of a thoughtfully curated wellness journey.
With a growing global demand for integrative fitness experiences, Pilates Reformer has become a favourite for those seeking mindful movement and functional strength. Utilising a specially designed apparatus, the method elevates traditional Pilates through resistance-based training that enhances flexibility, balance, and core stability, while remaining gentle on the joints. At St. Regis Maldives, certified instructors will guide guests through personalised sessions tailored to a variety of goals, from rehabilitation and toning to posture improvement and stress relief.
The addition of Pilates Reformer complements the resort’s deep-rooted commitment to wellness, extending far beyond conventional spa treatments. Central to this philosophy is the overwater Iridium Spa—a serene sanctuary that offers more than indulgence. Guests can engage in Ayurvedic consultations, guided meditation, and holistic health screenings conducted by in-house wellness doctors. These screenings integrate Heart Rate Variability (HRV) technology with the ancient Ayurvedic technique of Nadi Pareeksha, a traditional pulse diagnosis, to identify imbalances and customise each guest’s path to optimal well-being.
Whether seeking deep relaxation, detoxification, or enhanced physical performance, the resort’s integrative approach ensures that every element of a guest’s stay contributes to overall wellness. Daily yoga, breathwork sessions, oceanfront meditation, and nutrition guidance are seamlessly woven into the island’s natural rhythm to create a truly transformative retreat.
Private Pilates Reformer classes will be offered to suit all experience levels, providing an inspiring way for guests to reconnect with both body and mind. With its iconic overwater villas, pristine beaches, and impeccable service, St. Regis Maldives Vommuli Resort continues to redefine luxury through the lens of well-being.
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