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Visit Maldives hosts Tourism Marketeers Evening for 2023 marketing strategies

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Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) successfully concluded the Tourism Marketeers Evening 2022, hosted to collect feedback, ideas, and opinions from the tourism industry stakeholders for the destination marketing strategies for the Maldives for the year 2023.

The event was held on 28th September, Wednesday, at Meeruma. A total of 41 tourism professionals took part in the event from a diverse range of travel trade vocations including; Managing Directors; General Managers; Sales and Marketing Managers; and other relevant tourism professionals.

Stakeholder input has always been a key component of MMPRC’s strategic planning process. Continuing MMPRC’s annual Tourism Marketeers Evening, following a two-year hiatus due to the Covid-19 pandemic, is one of several activities conducted throughout the year to gather industry ideas and feedback.

MMPRC works closely with the tourism industry and partners to direct a collaborative effort to best develop and market the destination brand. The primary objective behind hosting this event was to gather expert opinions from tourism industry professionals regarding marketing the Maldives as the most preferred destination.

Speaking at the event, the Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed stated, “MMPRC has always prioritised working in collaboration with the industry when we craft the strategies that promote the Maldives as a destination. The ideas, feedback, and even criticism we get from our industry partners are crucial to constantly keep improving our brand. I am extremely grateful to all the attendants for the tremendous support we received for this year’s Tourism Marketeers Evening.” 

Together with the industry, MMPRC officials brainstormed ideas in order to align and formulate promotional activities and marketing strategies. The event included sharing ideas on innovative destination marketing and discussions on delivering similar destination messages from the entire Maldivian travel trade rather than fragmented messages. Sessions such as this help MMPRC and the industry to build a cohesive, strong, and alluring ‘Maldives’ brand. The brainstorming sessions and feedback will also help MMPRC to work even closer together with industry partners in the years to come.

The Tourism Marketeers Evening saw discussions on marketing activities such as fairs, roadshows, and familiarisation trips, as well as exchanging ideas on markets, segments, social media and promotional materials. One of the most exciting discussions, under the theme of “Working together through challenges”, was on addressing uncertain situations that arise within the industry due to external factors, geopolitical circumstances, and averting and dealing with such crises as one. Tourism industry representatives also shared their ideas, opinions, and suggestions for MMPRC’s destination marketing plan for the upcoming year.

“This is my first time at MMPRC’s Marketeers event, and I think we had some very nice ideas shared by our industry colleagues here. I think it would have been better if we had more time, maybe this could be a longer event? People have a lot to share and discuss when they are together, but we are not able to come together in one place like this very often, especially industry experts. Overall I think it was a great event,” Fathimath Reena, Business Development Director of Oaga Resorts, said.

“The event is very good, it’s great to meet the MMPRC team and share our ideas with the industry stakeholders. Having people from the different areas of the industry coming together was very good. I would love to see more events in a casual environment from MMPRC, for brainstorming and networking,” Ali Ameen, Managing Director of Travel Beach Maldives, said.

“This was a very nice event. Lovely. It was so nice to meet everyone in person, all the helpful people from MMPRC, because you guys are so collaborative and we always talk over emails so it’s great to meet everyone who is in touch with us. It was great to meet different members of the event who have different ideas and perspectives. Thank you so much,” Anastasiya Babenko, Marketing and PR Manager of LUX* South Ari Atoll, said.

The marketing efforts by MMPRC carried throughout the year is in part – a coordinated effort by all industry partners in the Maldives. By the end of August 2022, MMPRC has marketed the Maldives at; 32 fairs; 3 roadshows in 7 cities; 16 FAM Trips; 6 virtual events 12 joint promotions and 12 social media campaigns.

Additionally, 63 other marketing campaigns had been conducted to great success. MMPRC also engages PR agencies to implement PR and Trade Strategies in 15 key markets around the world.

The efforts of MMPRC and the Maldives tourism industry have yielded several awards and accolades over the past years. The most notable of these were in 2020 and 2021, as the Maldives secured the title of ‘World’s Leading Destination’ for two consecutive years.

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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Business

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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Events

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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