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Maldives launches ‘world-first’ loyalty programme to reward tourists with ‘border miles’
Maldives on Sunday launched a loyalty programme — dubbed the first of its kind in the world — to reward tourists visiting the country, in a bid to boost tourism after reopening the Indian Ocean tourist destination’s borders to visitors.
Tourism minister Abdulla Mausoom inaugurated the Maldives Border Miles programme, at a ceremony held Sunday evening to celebrate the World Tourism Day 2020.
“The Maldives Border Miles programme, which was launched today, is a programme which will increase the popularity of Maldives as a tourist destination and provide a path for more marketing and advertising opportunities. In addition, I think that this will further enhance the popularity gained in the key markets of Maldives tourism,” the minister said.
The Maldives Border Miles programme, initiated by Maldives Immigration and developed jointly with the tourism ministry, Maldives Marketing and Public Relations Corporation (MMPRC) and Maldives Airports Company Limited (MACL), will come into effect on December 1.
“Our sincere hope is that this programme aids in increasing the destination presence and produces a beneficial impact on the tourism industry, as well as increase the tourist arrival rate in the future,” MMPRC Managing Director Thoyyib Mohamed said.
“We look forward to its successful implementation in the approaching days.”
The programme has three tiers: Aida (bronze), Antara (silver) and Abaarana (gold). Each tier is defined by a set variety of rewards, services and benefits, which increase in value as members progress.
Participating tourists will be rewarded with points based on the number of visits and duration of stay. Bonus points will be awarded for visits to celebrate special occasions.
“The hotel reception is not where the tourists begin their holiday. Their awaited journey begins from the welcoming smile of the immigration officer at the border, which indeed narrates the initial chapter of a memorable vacation,” Immigration controller Mohamed Ahmed Hussain said.
“With the introduction of Maldives Border Miles, we are prepared to welcome them with privileges and facilitate an experience like never before.”
Tourism authorities and stakeholders expect the loyalty programme to boost tourism considerably as they see it as an added advantage in promoting the Maldives. It is also a golden opportunity for returning visitors to rediscover the best of Maldives and get the most out of their visit to the “Sunny side of life”.
“Maldives Border Miles programme is an innovative way to attract global travellers to the Maldives,” Gordon Andrew Stewart, the Chief Executive Officer and Managing Director of MACL, said.
“To support this, we are focused on our passengers and staff health. We have taken a number of steps to assure that Velana International Airport is a safe airport, for all our travellers. We recently attained the Airport Industry Association (ACI) International Health Accreditation certification. This certificate recognises the steps we have implemented to ensure we have all the required health and safety measures in our airport to assure passengers of their safety, while travelling through the airport.”
The Maldives reopened its borders to visitors on July 15.
With the border reopening, 30-day free on-arrival visa is issued to all tourists with a confirmed booking for a stay at any registered tourist facility in the country.
There is no mandatory quarantine or testing on arrival, but tourists have to complete an online health declaration form and provide a negative PCR test result taken at least 72 hours prior to their departure.
Visitors with symptoms of the Covid-19 respiratory disease caused by the novel coronavirus or those travelling with someone who has similar symptoms are also tested at their own expense.
The coronavirus outbreak has hit the Maldivian economy hard, as travel restrictions and other preventive measures affect the country’s lucrative tourism industry, which contributes the bulk of the island nation’s state revenue and foreign reserves.
Before the pandemic, the government had been bullish about tourism prospects, targeting two million, high-spending holidaymakers this year after last year’s record 1.7 million.
However, only 382,760 tourists visited the Maldives before the country closed its borders on March 27. It was a 40.8 per cent decline over the 646,092 that visited the Maldives from January to March last year.
Meanwhile, the government’s best case scenario now puts total tourist arrivals for 2020 just above 800,000.
Tourism has been the bedrock of the Maldives’ economic success. The $5 billion-dollar economy grew by 6.7 per cent in 2018 with tourism generating 60 per cent of foreign income.
However, the government is at present projecting a possible 13 per cent economic contraction this year — an estimated $778 million hit.
On March 8, Maldives reported its first cases of the novel coronavirus, as two hotel employees tested positive for Covid-19 at a luxury resort in the archipelago.
Eighteen more cases — all foreigners working or staying resorts and liveaboard vessels except five Maldivians who had returned from abroad — were later identified.
A six-case cluster of locals, detected in capital Male on April 15, confirmed community transmission of the coronavirus. Several more clusters have since been identified, bringing the total number of confirmed case in the Maldives to 10,098.
Thirty-four deaths have been reported, while 8,847 have made full recoveries.
The Maldives announced a state of public health emergency on March 12, the first such declaration under a recent public health protection law.
The public health emergency declaration allowed the government to introduce a series of unprecedented restrictive and social distancing measures, including stay-at-home orders in capital Male and its suburbs, a ban on inter-island transport and public gatherings across the country, and a nationwide closing of government offices, schools, colleges and universities.
Non-essential services and public places in the capital such as gyms, cinemas and parks were also shut.
Restaurants and cafes in the capital were asked to stop dine-in service and switch to takeaway and delivery.
A nationwide shutdown of all guesthouses, city hotels and spa facilities located on inhabited islands was also ordered.
The restrictions are now being eased in phases, with the third phase measures now active.
In celebration of World Cocktail Day (May 13), Mercure Maldives Kooddoo has introduced ‘The Art of Tea,’ a curated menu of tea-infused cocktails crafted in collaboration with Art of Tea, the award-winning luxury tea brand founded by renowned Master Tea Blender and CEO Steve Schwartz.
This exclusive menu seamlessly blends organic small-batch teas with premium spirits and island-inspired ingredients, offering guests a slow, sensory cocktail experience.
Art of Tea is internationally recognised for its dedication to organic sourcing, sustainable practices, and hand-blended selections that honour both ancient traditions and modern wellness principles. While its teas are available throughout the day at Mercure Maldives Kooddoo, the new cocktail collection adds a fresh layer of discovery.
Steve Schwartz, Founder and Master Tea Blender at Art of Tea, explained, “At Art of Tea, we believe in the transformative power of tea. Bringing our handcrafted blends into the cocktail experience at Mercure Maldives Kooddoo is an invitation for guests to explore tea in a new, sensory way — where tradition meets innovation in every sip.”
Tea-based cocktails are not merely a twist on the familiar; they represent a transformation. The inclusion of tea introduces natural complexity, depth of flavour, and subtle health benefits, resulting in drinks that are both sophisticated and refreshing. Each blend offers unique tasting notes, ranging from floral to smoky, spicy to citrusy, balancing seamlessly with spirits and house-made syrups.
Featured Cocktails from The Art of Tea Menu
- Coco Bloom – White coconut tea, rum, Malibu, coconut and strawberry syrup, lemon juice
- Velvet Noir – Dark chocolate peppermint tea, vodka, triple sec, mojito syrup, lemon
- Sunrise Spiritz – Bright Eyed tea, gin, triple sec, lemon juice, sugar syrup
- Masala Mule – Masala chai tea, Armagnac, triple sec, sugar syrup, lemon
- Mint Mirage – Pacific Mint tea, beer, blue curaçao, mojito syrup, lemon
- Grey Royale – Earl Grey tea, whisky, cucumber and mojito syrup, lemon juice
Whether guests are sipping Velvet Noir at sunset, enjoying Coco Bloom under the palms, or winding down the day with Earl Grey and whisky, The Art of Tea menu offers an elegant way to pause, reflect, and experience something new, all with the Indian Ocean as a backdrop.
This summer, families are invited to step into a realm of barefoot luxury and bespoke adventures at The St. Regis Maldives Vommuli Resort, where the exclusive ‘Family Fun Summer’ offer promises an unforgettable tropical escape. Designed as a celebration of connection, indulgence, and the boundless beauty of the Indian Ocean, this curated experience is set to redefine the essence of a family getaway.
Set on a naturally secluded private island in the Dhaalu Atoll, the resort serves as a sanctuary of contemporary elegance—where lush jungle spills into white-sand beaches and turquoise waters stretch endlessly toward the horizon. The resort’s striking villas include the iconic John Jacob Astor Estate, one of the largest overwater residences in the Maldives, featuring a private cinema, dedicated spa suites, and a 92-square-meter infinity pool. Other standout accommodations, such as the Caroline Astor Estate and Overwater St. Regis Suites, offer expansive living areas, sweeping ocean views, and direct access to the sea—each designed to inspire a sense of wonder and serenity.
The ‘Family Fun Summer’ package elevates the getaway with a complimentary full-board upgrade, including daily breakfast, a curated three-course lunch, and dinner at ALBA, the resort’s signature restaurant offering an elegant blend of international cuisine and locally inspired dishes. Families traveling with children aged 12 and under enjoy additional benefits, as young guests stay and dine at no extra cost—providing a seamless way to savour exceptional dining experiences together.
To add a touch of enchantment, the package includes a Sunset Dolphin Cruise for two adults and two children—an unforgettable journey across the atoll’s calm waters, where playful dolphins often appear in the golden glow of dusk. A warm welcome awaits with a bottle of Champagne on arrival, setting the tone for a stay defined by thoughtful touches and impeccable service.
Guests can also enjoy complimentary non-motorised water sports such as snorkeling, kayaking, and paddleboarding, as well as daily laundry service for two garments—ideal for remaining carefree while exploring the island. Throughout the stay, the signature St. Regis Butler Service ensures every moment is flawlessly orchestrated, from unpacking luggage to arranging bespoke excursions and experiences.
Young travellers are especially well looked after, with a variety of dedicated programs designed to inspire connection, creativity, and movement. Teen guests can participate in a range of complimentary experiences combining fun, cultural discovery, and wellness. These include guided photo walks through the resort’s most iconic locations with storytelling and editing inspiration, interactive game sessions like music quizzes and bingo, as well as beachside favourites such as volleyball, futsal, and organided fun runs. A vibrant teen lounge offers a stylish space to unwind with music and games, while hands-on activities such as coconut painting, palm weaving, and Boduberu drum lessons provide a window into Maldivian culture. Fitness enthusiasts can join high-energy HIIT and cardio dance sessions by the beach, while non-motorised water activities like kayaking and stand-up paddleboarding offer a thrilling way to explore the island’s surroundings.
For those looking to elevate their stay even further, an array of specially curated experiences is available at an additional charge. Adventurous teens can soar above the atoll on a parasailing ride, learn to master jet skiing or windsurfing through beginner and advanced clinics, or set out on fishing excursions and guided snorkeling adventures. A unique glass kayak experience offers stunning views of the marine life below, while on land, fitness-forward options include tennis clinics with the resort pro, boxing lessons, anti-gravity yoga, trampoline workouts, and pool bike sessions. Tailored spa offerings—including teen facials and wellness packages—provide the perfect balance of rejuvenation. The resort also invites young guests to stir up their creativity with a mocktail masterclass led by the in-house mixologist, take in a tropical evening at the open-air jungle cinema, or enjoy a signature sunset mocktail at The Whale Bar. For those with a passion for sustainability, coral planting sessions led by the resort’s resident Marine Biologist offer an engaging and educational way to connect with the underwater world.
Whether discovering vibrant coral reefs, lounging in a private infinity pool, or enjoying curated family and teen activities, The St. Regis Maldives Vommuli Resort offers a rare blend of adventure, relaxation, and refined luxury. The ‘Family Fun Summer’ offer is available for stays from March 24 to December 19, 2025—providing the perfect window to create lasting memories in one of the world’s most captivating destinations.
NOOE Maldives Kunaavashi invites travellers to immerse themselves in a truly Maldivian celebration of Eid al-Adha this year. Blending culture, connection, and calm, the resort promises an experience where guests can embrace the festive spirit in an idyllic island setting.
Following the success of last year’s celebration, where guests were treated to an array of vibrant cultural experiences—including traditional characters, energetic boduberu drumming, graceful local dances, captivating folklore, and the rich flavours of authentic Maldivian cuisine—NOOE Maldives Kunaavashi is bringing back the beloved tradition.
This year’s celebration offers guests an opportunity to reconnect with the essence of Maldivian heritage in a setting that combines timelessness with relaxation. The curated festivities are designed to honour local customs while providing space for guests to unwind and reflect on the meaning of the season. Whether traveling with family or seeking a peaceful retreat, visitors can look forward to a celebration that is soulful, culturally rich, and wonderfully memorable.
NOOE Maldives Kunaavashi’s Eid al-Adha celebration promises a perfect blend of cultural immersion and serene relaxation, inviting guests to create lasting memories in a breathtaking island paradise.
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