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MMPRC’s 11th anniversary: Reflecting on year of unprecedented challenges

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The Maldives Marketing and Public Relations Corporation (MMPRC) is the national tourism board of the Maldives.

MMPRC is responsible for maintaining destination presence throughout the world and promoting the Maldives as the most preferred island destination in the world under the theme, “Maldives … The Sunny Side of Life”.

MMPRC adheres to the mission in promoting quality and sustainable growth in the local tourism industry to deliver long term economic-social and cultural benefits to the island nation.

As March 4 marks 11 years since the inauguration of MMPRC in 2009, the Maldives is now rightfully considered one of the most beautiful and desired tourist destinations in the world. The white sandy beaches, the crystal clear turquoise water, and the variety of life beneath the sea are images that resonate strongly in the imagination of people throughout the world.

The Maldives’ position in the global tourism industry is not merely a reflection of its natural environment and beauty, but a reflection of the perseverance, ingenuity, creativity and passion of the Maldivian people.

As MMPRC marks the 11th year since inauguration, we reflect upon 2020 and how the Maldives persevered through the challenges of a global pandemic and a year of uncertainty, change, and growth.

MMPRC began 2020 with a celebration of the 1.5th million tourist arrival in 2019.

The steady growth in the number of arrivals inspired MMPRC to network throughout the world and conduct unique promotional activities. On January 1, 2020, MMPRC conducted a joint campaign with Singapore Airlines followed by a global campaign with CNN on March 1, 2020.

MMPRC’s mission in promoting the Maldives is only possible through maintaining a strong destination presence throughout the entire world.

As the year 2020 began, news reports appeared reporting an unknown virus spreading throughout the global population. Soon followed nationwide lockdowns and border closures throughout the world, a truly unprecedented scene in recent history.

Naturally, with major airlines grounded and border closures, the number of tourist arrivals decreased drastically. It was not long before the Maldives closed borders for international travellers and enacted a nationwide lockdown lasting over three months.

It was the first time the Maldives closed its borders for international travellers since the opening of the first tourist resort. The year started with high hopes and optimism, but within the span of a few months, the future of the tourism industry in the Maldives stood on an uncertain foundation

In times of peril and hardship, people reveal their strongest self and character. The Maldivian government and key industries prioritised the health, safety, and wellbeing of the population among all else.

Entire industries devoted unparalleled time, energy and attention to ensure that the needs of the population were met, and worked together to contain the virus and reduce community spreads. The immense effort invested by the frontline workers is one of the main key reasons why the Maldives was able to persevere together as a nation.

As the lockdown began, the marketing plans of the government’s national tourism body, MMPRC, came to a complete halt, and the promotional campaigns shifted to digital platforms.

Various stakeholders in the industry and beyond adapted to the new situation. While the means of communication shifted, there was also a greater enhancement in communication and inclusivity between agents, partners, and customers across various key markets. For events such as trade shows and conferences, stakeholders and customers from all over the world were able to join with ease and comfort.

Entire industries contributed to the efforts and planning for reopening of the borders. An emphasis was placed on the unique geographical formation of Maldivian islands, and the key one-island-one-resort concept.

In addition to the effort, time and energy of the Maldivian people, the naturally socially-distanced islands in the Maldives is a blessing that is an integral component of why tourism in the Maldives was able to not only persevere but thrive during a global pandemic.

The characteristics and features of the Maldives make the country one of the safest destinations and a safe haven for visitors. The rest of the world was constantly being made aware of the safety measures and important procedures in place for tourists.

Ultimately, Maldivian President Ibrahim Mohamed Solih made the brave decision to open the borders on July 15, 2020, becoming one of the first countries to open borders for all international travellers.

The country received the “Safe Travels Stamp” by the World Travel and Tourism Council (WTTC), in recognition of the efforts to implement enhanced health and safety measures, in line with the WTTC global Safe Travels protocols.

Additionally, the main Velana International Airport received the ACI Airport Health Accreditation for consistent measures, which are in line with ACI’s standards in the “new normal” during the pandemic. Velana International Airport is the second airport in the Asia Pacific Region to receive the Health Accreditation.

The entire MMPRC team, along with industry stakeholders and partners, continued working tirelessly to assure tourists of safety, and kept the world dreaming about the Maldives. Several marketing activities and campaigns were launched, providing a platform for tourists from around the world to relive the happiness and rediscover the wonders of Maldives.

Visit Maldives carried out over 412 different types of marketing activities in 22 global markets, out of which 314 were carried out during the pandemic as part of the crisis recovery plan. Some of the events included online and physical fairs, webinars, fam trips, online roadshows, outdoors campaigns, and digital media campaigns.

During this difficult time, numerous celebrities such as Disha Patani, Kajal Aggarwal, Alessandra Ambrosio, David Guetta and Shakira arrived in the Maldives, further promoting the country to massive audiences back home.

On November 28, the Maldives was awarded ‘The World’s Leading Destination of 2020’ at the World Travel Awards, the most prestigious honours programme in the global travel and tourism industry. It was the first time the Maldives had won the award.

On December 17, the Maldives marked the grand arrival of the 500,000th tourist since the border reopening.

Fast forward to 2021 and the Maldives continues to break records.

In February, the Maldives recorded the highest number of arrivals welcoming over 96,880 arrivals, with an average of 3,460 tourists per day. The industry recorded the highest single-day tourist arrivals on February 21, welcoming 5,268 arrivals. The second highest single-day arrivals were recorded on February 12, with over 4,850 arrivals.

So far this year, over 195,000 visitors have arrived in the Maldives.

The Maldives has started a rigorous vaccination campaign throughout the entire country. The campaign aims to vaccinate as much of the population and workers in key industries as possible, including the tourism sector. This will positively assure tourists and staff that the environment they are in is safe, secure and protected.

Along with the unique geographical formation of the islands which offer a natural physical distancing, and the stringent health and safety measures in place, a fully vaccinated tourism sector will become an added advantage in encouraging tourists to visit the destination.

The inoculation drive began on February 1, with President Solih, Parliament Speaker Mohamed Nasheed and Chief Justice Ahmed Muthasim Adnan being among the first to receive their first doses of the AstraZeneca’s Covishield vaccine.

Up until now, over 129,420 people have been vaccinated in the Maldives. This includes over 6,000 tourism industry workers from more than 40 resorts.

With an immense variety of events and promotional activities such as roadshows, fam trips, webinars, fairs and more planned for the year, 2021 is shaping to become an immensely successful and optimistic year for the Maldives and the tourism industry.

MMPRC is confident that the future of the Maldivian tourism industry is one that is bright and full of hope.

Moving forward, once again, it is crucial that we recognise the effort, energy, time, dedication and sacrifices made by each and every single Maldivian and international stakeholders in helping the Maldives find its way through the challenges of the pandemic.

Business

Atmosphere Core appoints Maurice Van Den Bosch as GM of RAAYA by Atmosphere, Milan Mookerjee as VP of Human Resources

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International hospitality company Atmosphere Core has announced the appointment of Milan Mookerjee as Vice President of Human Resources.

This appointment reflects Atmosphere Core’s ongoing commitment to enhancing guest experiences and fostering a people-centric culture across its portfolio of three brands and nine resorts.

Veteran Human Resources leader, Milan Mookerjee will oversee talent management and employee growth initiatives across the Atmosphere Core’s resorts in the Maldives. With over 15 years of industry experience, Milan is a seasoned professional known for aligning HR initiatives with business goals and fostering a human-centric culture.

Reflecting on his approach to human resources, Milan said, “Leadership is a privilege that we owe to our team. Intentionality with direction and purpose drives results, and I am committed to fostering a culture that empowers our people to grow and succeed. In hospitality, success begins with a motivated, engaged workforce, and I believe in creating an environment where employees feel valued, supported, and inspired to deliver exceptional guest experiences. This includes investing in continuous learning, nurturing talent, and promoting a strong sense of belonging within the team.”

Before joining Atmosphere Core, Milan served as Head of Human Resources and Training at Encalm Hospitality Pvt. Ltd., where he led HR and training functions to drive business growth. He has also held several HR leadership roles at prominent companies in India, with a proven ability to develop talent and design learning programmes tailored to business needs.

Meanwhile, Maurice Lucien Van Den Bosch recently returned to the Atmosphere Core family as General Manager of RAAYA by Atmosphere.

Born in Australia, Maurice Lucien Van Den Bosch draws from the country’s renowned laid-back yet dynamic culture in his leadership style, fostering a spirit of inclusivity, adventure, and warm hospitality. He brings over 24 years of expertise in resort management, with a demonstrated ability to exceed profit targets, cost-effectively develop new projects, and lead culturally diverse teams with motivation and efficiency.

Maurice’s extensive experience includes leadership roles at some of the world’s top hospitality brands in the Maldives, Sri Lanka and the Caribbean. A familiar face within the Atmosphere Core family, Maurice has served as General Manager at both OZEN LIFE MAADHOO and Atmosphere Kanifushi.

As the General Manager of RAAYA by Atmosphere, Maurice will leverage his deep understanding of the brand to lead the resort with a focus on anticipating, crafting, and elevating guest experiences. “The culture and hospitality inspired by the Joy of Giving resonate deeply with me, and this shared value brings me back to the Atmosphere family”, Maurice said. “At RAAYA by Atmosphere, we are creating a castaway island experience of choice, a guest experience like no other, with a fine balance of escapism and energy. And I look forward to foster a collaborative working environment so that we create unforgettable moments for our guests.”

Ashwin Handa, Senior Vice President of Operations at Atmosphere Core, emphasised the importance of a strong leadership team. “At Atmosphere Core, we foster a people-first culture built on trust, collaboration, and mutual respect, ensuring that every employee takes pride in their work. This dedication extends to curating experiences that guests cherish and return for. Maurice’s deep industry expertise and understanding of our brand, combined with Milan’s people-centric approach, will significantly enhance our operations and guest satisfaction across our resorts”.

Atmosphere Core is a dynamic international hospitality company with three distinctive lifestyle brands, THE OZEN COLLECTION, COLOURS OF OBLU, and Atmosphere Hotels & Resorts. The company operates nine resorts in the Maldives and has a strong pipeline of one resort in the Maldives, one resort in Sri Lanka, and fourteen hotels and resorts across India – all set to open within the next three years. Distinctive design, an authentic sense of place, inspiring service styles, and the freshest and finest cuisine lend a unique flavour to every Atmosphere Core property.

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Maldives makes export of baled PET waste for recycling with support from The Coca-Cola Foundation

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The Coca-Cola Foundation and partners have announced that a container of baled post-consumer Polyethylene Terephthalate (PET) plastic was exported from Male as a part of Sustainable Island Waste Management and Plastic Recycling Initiative.

Completed on World Cleanup Day 2024, the event also marked the handover of The Coca-Cola Foundation (TCCF)-funded infrastructure, which includes pickups and balers, to the government-owned Waste Management Corporation (WAMCO).

The TCCF-funded initiative is a collaboration between the Maldives Ocean Plastics Alliance (MOPA), and WAMCO, and represents an important development to strengthen the PET collection process and address the issue of plastic waste in the Maldives.

This initiative will export baled PET to Malaysia and China for recycling. While PET bottles have been exported in the past, baling the waste significantly improves the efficiency of storage and transport, marking an advancement in the process.

The overall objective of the TCCF-funded Island PET Collection Project is to help provide a countrywide solution for plastic waste recycling in Maldives by establishing both the infrastructure and systems required.

Currently, much of the waste in Maldives is disposed of or incinerated in K. Thilafushi industrial island, and this project represents a shift toward better waste management practices.

The project focuses on expanding PET collection systems beyond Greater Male’, improving collection efficiency across the nation until local recycling capacity is developed.

“This project is a turning point for the Maldives in our fight against plastic waste,” said MOPA President Ahmed Maumoon. “By educating communities and aligning with national partners like WAMCO, we are not only improving how waste is managed today but also setting the stage for long-term sustainability and environmental health.”

By collaborating with WAMCO, MOPA has supported the roll-out of community education programs and has worked to ensure the infrastructure deployed with funding from TCCF, such as compactors and pickups are used effectively across Greater Male’ and across other islands.

“This initiative represents a crucial step toward improving plastic waste management and enhancing recycling efforts in the Maldives,” said WAMCO Managing Director Mujthaba Jaleel. “By equipping islands with the tools and infrastructure needed to collect and process PET waste, we are not only helping address the immediate challenge of plastic pollution but also building a foundation for a more sustainable future.”

WAMCO’s role is pivotal in overseeing the operational aspects of PET waste collection, ensuring that baling and export processes run efficiently.

“Our commitment to this project extends beyond waste collection,” said Carlos Pagoaga, President, The Coca-Cola Foundation. “By funding work of MOPA and WAMCO, we aim to foster a culture of sustainability in the Maldives and help support a circular economy.”

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Italian and Spanish media experience Maldivian paradise on exclusive journey with Atmosphere Core

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From September 28th to October 4th, 2024, Atmosphere Core hosted an exclusive media trip to the Maldives for ten prominent journalists and PR professionals from Spain and Italy. The group experienced the serene and captivating lifestyle of two stunning private islands—OBLU XPERIENCE Ailafushi and RAAYA by Atmosphere—both renowned for their distinctive hospitality, thoughtfully curated holiday plans, and the unique “Joy of Giving” philosophy.

“At Atmosphere Core, we believe in a more creative approach to media trips,” said Euan Blake, Assistant Vice President of Communications. “The Italian and Spanish markets have been expanding for the Maldives, with a notable increase in room nights and revenue compared to last year. Over the past two years, we’ve been building strong relationships in these regions, and this journey through our islands aims to leave journalists with not only cherished memories but also lifelong friendships.”

The trip began at OBLU XPERIENCE Ailafushi, a lively four-star resort just 15 minutes by speedboat from Velana International Airport. Journalists were welcomed with breathtaking lagoon views and vibrant social gatherings at the X360 Bar. A standout experience was the customised Martín Códax Wine Masterclass at the Element X restaurant, led by Ms. Celina, a representative of Bodegas Martín Códax, and Nicolas Laguette, Director of Wines at Atmosphere Core. Representing 600 winemaking families from northern Spain, Ms. Celina guided the group through an exquisite multi-course wine tasting, featuring a selection of wines perfectly suited for the tropical climate and fresh seafood.

This was followed by an unforgettable underwater dining experience at the Only BLU restaurant and a visit to the neighbouring “island of love,” OBLU SELECT Lobigili, where they enjoyed a chic lunch at Ylang Ylang. The island’s lively, party atmosphere provided the journalists with a full immersion into the vibrant and relaxing resort lifestyle.

Next, a scenic seaplane journey transported the group to RAAYA by Atmosphere—a picturesque escape offering a blend of fairytale island charm and authentic Maldivian experiences. The 45-minute flight over the stunning atolls’ turquoise waters set the stage for their arrival in paradise, presenting the perfect introduction to the Maldives’ breathtaking beauty.

At RAAYA, the journalists experienced an ideal mix of energy and tranquility. A private dinner atop a secluded watchtower, inspired by the legendary sailor Seb, captured the essence of the resort’s castaway theme. The group explored the island’s natural wonders, took part in customised activities, and dined at RAAYA’s signature restaurants, including Seb’s Shack, Ampers&nd, and the Italian-inspired The Village.

Throughout their stay at both islands, the media guests were treated to rejuvenating spa therapies and wellness sessions at ELE|NA Ayur, Atmosphere Core’s signature spa and wellness brand. This immersive journey offered the journalists a true taste of tropical luxury, intertwining indulgence and adventure into every experience. Their stories are sure to inspire countless Spanish and Italian travellers to discover the hidden treasures of OBLU XPERIENCE Ailafushi and RAAYA by Atmosphere firsthand.

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