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Visit Maldives unveils major campaign with Expedia in four key markets

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Visit Maldives has commenced a major campaign with Expedia Group to promote Maldives as one of the most secluded and serene destinations in the world for tourists.

The purpose of this four-month campaign targeting Russia, Middle East, China and India, among the key source markets of the destination, is to assure potential travellers that the Maldives remains one of the most accessible destinations during this unprecedented situation.

The key messaging of this campaign will highlight the unique geographical formation of the island nation, owing to the natural dispersion of the islands, ensuring a worry free holiday for travellers.

Created in partnership with Expedia Group Media Solutions, the marketing organisation of Expedia Group, this campaign is expected to reach over 23 million people, targeting potential travellers in all the phases of the consumer journey in the focus markets.

Through this campaign, notable achievements to the destination such as winning the World’s Leading Destination, achieving the Safe Travels Stamp by World Travel and Tourism Council, launching of Maldives Border Miles and Allied Inbound will also be highlighted on the destination landing page on the platform.

Experiences which are unique to the destination will also be portrayed to entice travellers.

Expedia Group is one of the world’s leading full-service online travel brands helping travellers easily plan and book travel from the widest selection of vacation packages, flights, hotels, vacation rentals, rental cars, cruises, activities, attractions, and services.

The year 2021 started with focus on new strategies that have been adopted to ensure the goals of achieving pre-pandemic arrival. In this regard, several marketing activities are already in the pipeline such as joint promotions with tour operators and airlines, participation in key travel trade fairs, roadshows and familiarisation trips targeted to media, influencers and celebrities to promote the destination in various markets.

Besides these activities, prominence would be given to digital, social media and virtual activities to maintain the destination presence and promote Maldives as the most preferred destination across the globe.

By the end of 2020, Maldives celebrated the remarkable achievement of receiving 500,000 tourists amid an ongoing pandemic.

Currently, the Russian market is one of the top performing markets according to the latest statistics by the tourism ministry. India and Middle Eastern markets are also showing steady growth in terms of arrivals.

While China has been one of the traditionally strongest markets in terms of arrivals to Maldives prior to the pandemic, several marketing efforts are still underway to maintain the presence in the Chinese market as it opens for outbound travel again.

Awards

Lily Beach Resort & Spa wins Leading F&B Resort at South Asian Travel Awards 2025

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Lily Beach Resort & Spa has been recognised as the Leading F&B Resort at the South Asian Travel Awards 2025, held in Colombo. The accolade reinforces the resort’s position as a destination where culinary excellence is at the heart of every guest experience.

Central to the resort’s success is its renowned Platinum All-Inclusive Plan, a comprehensive concept that offers guests access to a range of premium experiences. The plan includes à la carte dining across several speciality restaurants, unlimited premium wines and spirits, French Champagne such as Taittinger, themed buffets, private dining experiences, and selected excursions. Designed to elevate each stay, it allows guests to indulge fully without additional charges.

Lily Beach offers an array of distinctive restaurants and bars:

  • Lily Maa, the main restaurant, features extensive buffets and live cooking stations.
  • Tamarind presents refined Indian-Thai fusion cuisine in an elegant overwater setting.
  • AQVA serves light fare and cocktails in a relaxed beachfront atmosphere.
  • Teppanyaki delivers interactive Japanese dining, combining artistry and theatre.
  • Les Turquoise d’Aqua provides a fine dining experience under the stars.
  • The Spirit Bar, set beside the ocean, offers a tranquil space for sundowners and late-night drinks.
  • Vibes combines a family-friendly pool, games area, and evening entertainment.

The resort’s culinary achievements have earned it continued recognition. In 2024, Lily Beach received the Wine Spectator Award for its exceptional wine cellar and sommelier programme, further affirming its place among the world’s leading resort dining destinations.

General Manager Laurent Driole expressed pride in the achievement, noting: “This award is a tribute to the vision, dedication, and artistry of our F&B team. Every menu, drink, and moment is crafted to delight, and to offer our guests a culinary journey as exceptional as the Maldives itself.”

The award for Leading Food & Beverage Resort is seen as a reflection of the passion and commitment of Lily Beach’s entire culinary team. Under the leadership of Executive Chef Alessio Biondi and F&B Director Adam Shareef, dishes are prepared using the finest ingredients sourced globally, ensuring guests enjoy the highest standards of quality. Their commitment to creativity and innovation means that every visit offers something new—both for first-time guests and returning visitors.

Equally vital to this success are the service teams who bring warmth and personality to each dining experience. Their genuine care and hospitality create a relaxed, homely atmosphere that embodies the essence of Lily Beach—a place where guests feel welcomed as part of a community.

With this latest recognition, Lily Beach continues to define the all-inclusive luxury segment in the Maldives, combining world-class gastronomy, seamless inclusions, and authentic Maldivian hospitality to deliver experiences that remain both refined and heartfelt.

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Featured

Experience timeless Maldivian elegance at Machchafushi Island Resort & Spa

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Machchafushi, meaning ‘Fish Island’ in Dhivehi, encapsulates the essence of this serene retreat in South Ari Atoll. As part of The Centara Collection, Machchafushi Island Resort & Spa embodies the true spirit of the Maldives, offering guests an intimate connection with the ocean, marine life, and the island’s cultural heritage.

Situated within the South Ari Marine Protected Area (SAMPA), a UNESCO-recognised site, Machchafushi provides year-round access to remarkable marine experiences, vibrant coral ecosystems, and unforgettable underwater explorations, including the famous Kudhimaa shipwreck. Once a secluded, uninhabited island, Machchafushi holds a special place in the cultural landscape of the Maldives. Today, as part of this protected marine reserve, it continues to remain authentic, sustainable, and deeply rooted in its natural surroundings.

Marine life is at the heart of the Machchafushi experience. The island offers some of the world’s highest whale shark resighting rates, with encounters available throughout the year. Guests may also encounter graceful manta rays and a colourful abundance of tropical fish drifting through crystalline waters. Encircled by a renowned house reef—stretching nearly five times the island’s size—the area is home to over 1,000 species of fish and 200 varieties of coral, creating an underwater paradise.

South Ari Atoll is celebrated as one of the Maldives’ finest diving regions, featuring over fifty dive sites teeming with marine life. Kudarah Thila presents a UNESCO-protected labyrinth of overhangs and swim-throughs populated by fusiliers and snappers, while Broken Rock captivates divers with its dramatic canyon of corals and macro life, ideal for underwater photography. Dhigurah Beyru and Maamigili Corner are noted for encounters with whale sharks, manta rays, and occasionally dolphins. The 52-metre Kudhimaa Wreck has evolved into a thriving coral habitat, now home to lionfish, batfish, groupers, and the well-camouflaged stonefish and frogfish. Nearby, Anemone Alley flourishes beneath the seasonal seaplane platform, forming a vibrant ecosystem that draws snorkellers and divers alike. The house reef remains the beating heart of Machchafushi—a world-class natural wonder beneath the waves.

Beyond the ocean, the island tells a story of its own. At its centre stands a centuries-old Banyan Tree, known locally as the Ummeedhu Tree, or ‘Wish Fulfilment’. This living symbol invites guests to pause and reflect, taking part in the Sacred Thread Ceremony, where wishes and intentions are tied to the tree’s branches—creating a bond that endures long after their stay.

Sustainability is woven into every aspect of Machchafushi’s philosophy, ensuring the preservation of both its natural beauty and cultural legacy. Every sunrise, dive, and golden thread tied to the Ummeedhu Tree becomes part of a continuing narrative—one that celebrates the Maldives’ heritage and invites guests to create lasting memories in harmony with nature.

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Entertainment

Spooky celebrations await at Sun Siyam Olhuveli with ‘The Return of the Mummy’

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Sun Siyam Olhuveli will transform into a realm of ancient legends and eerie excitement this Halloween with its themed celebration, The Return of the Mummy. Guests of all ages will have the opportunity to take part in two days of themed activities, family games, and live entertainment throughout the resort.

The highlight of the celebration will be a beachfront performance by Swedish DJ and rising international talent Caroline Roxy. A multifaceted artist—DJ, singer-songwriter, producer, fashion designer, and former model—Caroline is known for fusing energetic electronic beats with pop-inspired rhythms. Drawing on her musical upbringing and experience performing at festivals in cities such as Stockholm and Los Angeles, she is set to deliver an electrifying performance that promises to bring a captivating energy to the shores of Sun Siyam Olhuveli.

The festivities will begin on 31 October 2025 with a Halloween Beach Fest, featuring mummy-themed games, pumpkin carving, trick-or-treat adventures, and the popular Mummy Dance Freeze for younger guests. As night falls, the Lagoon Bar will become the centre of the celebration, with flickering lights, pulsing music, and a much-anticipated DJ set by Caroline Roxy. Her performance will combine haunting melodies with powerful electronic rhythms, setting the tone for an unforgettable Halloween evening.

Celebrations will continue on 1 November 2025 with treasure hunts, themed cupcake and marshmallow workshops for children, and a sunset pirate cruise. Adults can take part in a Halloween boot camp before the evening concludes with a fire show and live music by Hightides at the Lagoon Bar.

Blending ancient Egyptian mystery with island charm, The Return of the Mummy at Sun Siyam Olhuveli invites guests to experience a unique Halloween adventure where the legends of the past meet the magic of the Maldives.

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