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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
The Nautilus Maldives has announced an extraordinary partnership with GlobeAir, Europe’s leading private jet operator. This exclusive collaboration introduces GlobeAir’s long-haul private jet services to the Maldives, setting a new benchmark for bespoke travel and offering an unparalleled journey into the world of ultimate luxury.
By joining forces, The Nautilus and GlobeAir aim to redefine bespoke travel, combining their expertise to deliver highly personalised and unforgettable experiences for the most discerning global travellers. This partnership seamlessly merges two realms of exceptional luxury, elevating both the travel experience and the destination itself.
GlobeAir’s newly launched long-haul private jet services to the Maldives reimagine private aviation with tailored itineraries, exceptional service, and unmatched comfort. From the moment passengers board, their journey is designed to reflect the elegance and exclusivity synonymous with The Nautilus. This collaboration exemplifies The Nautilus’s commitment to absolute freedom and bespoke ultra-luxury hospitality, where every detail is meticulously curated to ensure an unforgettable experience. Together, The Nautilus and GlobeAir invite guests to embark on a seamless transition from takeoff to the barefoot luxury of the Maldives.
The Exclusive Nautilus Experience:
- A Seamless Voyage: Guests begin their journey with a round-trip aboard a GlobeAir private jet, where every detail is crafted to provide ultimate comfort and personalised service.
- A Timeless Stay in Paradise: Upon arrival at The Nautilus, time slows down, and bespoke experiences take centre stage. With only 26 ultra-luxury boho-chic houses and residences, each space offers complete privacy and is tailored to individual preferences.
- Complimentary Cinema Under the Stars: Guests can indulge in an enchanting beachside cinema experience, featuring a custom bokkura setup and the soothing sounds of the Indian Ocean. The evening is complete with a bottle of fine champagne, blending barefoot sophistication with the magic of the Maldives.
Reethi Faru Resort proudly celebrates the extraordinary journey of two devoted guests, Iain and Debbie, who recently marked a special milestone: Debbie’s 40th visit to the Maldives. Iain, who has visited even more frequently, shares this remarkable tradition with Debbie, which began in 2005 when they discovered the Mahogany Group by chance. Since then, their deep connection with the resort has brought them back year after year.
Iain and Debbie’s love for the Maldives transcends mere vacations, evolving into a meaningful relationship with the resort and its staff. “When we arrive, it feels like we’re meeting family at the end of a very long journey,” Debbie shares, describing the warm and welcoming environment that greets them every time. Their bond with the staff is reflected in the many holidays, birthdays, and special occasions they have celebrated together.
Now retired, the couple enjoys extended stays at Reethi Faru, often spending up to three months a year diving, dining, and relaxing at the spa. Their loyalty to the resort is a testament to the exceptional service and community spirit it fosters. “We know everyone who works in the restaurants, and they treat us like friends,” Iain explains. “Those little touches—like trying something new or receiving a taster dish—make all the difference.”
The emotional connection the couple has with the resort runs deep. “Every time we leave, I cry all day, even though I know I’ll be back in a few months,” Debbie admits. “It’s always very hard to leave such a wonderful place.”
Iain and Debbie have also shared their enthusiasm for Reethi Faru with others, inspiring friends to join them. “We’ve recommended Reethi Faru to many of our friends, and it has become a central meeting point for divers and food lovers,” Iain says. “We all share a common passion for what we love.”
Having now visited Reethi Faru 30 times, the couple has already planned their next trip to the resort, underscoring their unwavering affection for the island paradise.
Reethi Faru Resort remains committed to fostering an environment where guests can create lasting memories and forge deep connections. The resort eagerly anticipates welcoming Iain, Debbie, and all returning guests for many years to come.
Coco Bodu Hithi, a renowned boutique resort in the Maldives celebrated for its Maldivian-inspired elegance, has received recognition at the 2025 Condé Nast Johansens Awards for Excellence.
This prestigious accolade honours outstanding quality across recommended properties worldwide and serves as a trusted benchmark for travellers and industry professionals alike. Coco Bodu Hithi was awarded the title of ‘Best Service’ by Condé Nast Johansens for its exceptional hospitality, which seamlessly blends serene surroundings with meticulous, personalised service.
Additionally, the resort was recently recognised in the 2024 Condé Nast Traveler Readers’ Choice Awards as one of the top resorts in the Indian Ocean, cementing its position as a leader in luxury travel. Offering a thoughtfully curated guest experience, Coco Bodu Hithi continues to set itself apart within the industry.
The resort also excels in culinary innovation, boasting four exceptional restaurants. Renowned Michelin-starred chefs frequently collaborate with Group Culinary Director and Michelin-starred chef Martin Cahill to craft exquisite dining experiences, reflecting Coco Bodu Hithi’s unwavering commitment to service excellence and world-class gastronomy.
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